In the world of Facebook advertising, success isn’t just about creating great ads or targeting the right audience. It’s about complying with Facebook’s policies. Just as the universe has laws like gravity that we must respect, Facebook has its own set of rules that advertisers must follow. Ignoring these rules can lead to account bans, disapproved ads, and wasted budgets. In this blog, we’ll explore how to navigate Facebook’s policies across four key areas: Business Manager, Pages, Ads, and Websites. By the end, you’ll know how to protect your account, avoid common mistakes, and ensure your ads run smoothly.

The Importance of Complying with Facebook’s Policies

Facebook’s policies are designed to protect users and maintain a positive experience on the platform. As an advertiser, your goal is to align with these policies to avoid penalties like ad disapprovals, account bans, or restrictions. Think of it like gravity: if you jump out of a plane without a parachute, you’ll face consequences. But if you respect the laws and use the right tools (like a parachute), you can achieve your goals safely and effectively.

Business Manager: Your Foundation for Success

Setting Up Business Manager

Business Manager is a tool that allows you to manage your Facebook ads account(s) in a more professional and organized way. Unlike using a personal account, Business Manager reduces the risk of bans and makes it easier to manage multiple accounts.

• How to Set Up: Go to business.facebook.com and register using your Facebook account. The process is straightforward and doesn’t require advanced technical skills.

Creating Backup Ad Accounts

One of the first things you should do in Business Manager is create a backup ad account. This acts as a safety net in case your primary account gets banned or hacked.

• Why You Need a Backup: Facebook’s automated systems can sometimes ban accounts for reasons beyond your control, such as policy misunderstandings or system errors. Having a backup ensures you can continue advertising without interruption.
• How to Create a Backup: Go to the “Ad Accounts” section in Business Manager and click “Add” to create a new account. If you already have an ad account, you can add it to Business Manager for centralized management.

Protecting Your Account

• Avoid Linking Credit Cards to Backup Accounts: If your primary account gets banned, any linked credit cards may also be flagged. Use a different payment method for your backup account.
• Access Business Manager While Traveling: If you’re logging in from a different country, use business.facebook.com instead of accessing Business Manager through your personal account. This reduces the risk of being flagged for suspicious activity.

Pages and Profiles: Building a Legitimate Presence

Completing Your Page

Before running ads, ensure your Facebook Page or Instagram profile is fully set up. This includes:

• Visual Assets: Add a profile photo and cover photo.
• Content: Post at least five times to your feed.
• About Section: Fill out all details, including your bio, contact information, and business description.

Avoiding Red Flags

An incomplete page can trigger Facebook’s automated systems, leading to ad disapprovals or bans. By completing your page, you signal to Facebook that you’re a legitimate advertiser, not a bot or spammer.

Ads: Crafting Compliant and Effective Campaigns

Avoiding Common Policy Violations

Facebook has strict policies to ensure ads are safe, respectful, and truthful. Here are the most common violations to avoid:

1. Unrealistic Claims: Avoid making exaggerated promises like “Make $1 Million in One Month” or “Lose 50 Pounds in One Week.” This applies to both captions and visuals (e.g., before-and-after photos).
2. Personal Attributes: Don’t reference your audience’s race, religion, relationship status, or other personal attributes. For example, instead of saying, “As a single person, do you struggle with dating?” say, “Our app helps single people find their next date.”
3. Copyright Infringement: Don’t use copyrighted photos, videos, or music. Use royalty-free resources from platforms like Pexels, Pixabay, or YouTube’s audio library.

Maintaining a Healthy Approval Ratio

Facebook monitors the ratio of approved to disapproved ads. To stay in good standing:

• Aim for a 10:1 approval ratio. For every 10 approved ads, you can have one disapproved ad.
• If your account is new and an ad gets rejected, create a simple, compliant ad (e.g., a photo of a flower) to balance your ratio.

Handling Account Bans

If your account gets banned:

1. Appeal the Decision: Facebook will review your case manually. If it was a system error, your account may be reinstated.
2. Create a New Account: If the ban is permanent, you’ll need to start fresh. Use a different device, IP address, and payment method to avoid being linked to your old account.

Websites: Ensuring Compliance for External Platforms

Custom Domains and Verification

If you’re driving traffic to an external website, use a custom domain (e.g., yourbusiness.com) instead of a free platform URL (e.g., yourbusiness.shopify.com). Facebook prefers custom domains because they signal legitimacy.

• Verify Your Domain: In Business Manager, go to “Brand Safety” > “Domains” and add your domain for verification. This step is crucial to avoid bans.

Essential Pages and Content

Your website should include:

• Contact Page: Provide a way for users to reach you.
• Privacy Policy: Explain how user data is collected and used.
• Refund Policy: Outline your return and refund process (if applicable).
• Terms and Conditions: Define the rules for using your website.

Avoiding Spammy Practices

• No Automatic Redirects: Don’t send users to a page that automatically redirects them elsewhere. Facebook considers this spam.
• Multimedia Content: Include text, images, and videos to create a rich user experience. Avoid pages filled with plain text or excessive links.

Key Takeaways for Staying Compliant

1. Use Business Manager: It’s safer and more professional than using a personal account.
2. Create Backup Accounts: Protect yourself against bans or hacks.
3. Complete Your Page: A fully set-up page reduces the risk of ad disapprovals.
4. Follow Ad Policies: Avoid unrealistic claims, personal attributes, and copyright infringement.
5. Maintain a Healthy Approval Ratio: Aim for a 10:1 ratio of approved to disapproved ads.
6. Verify Your Website: Use a custom domain and include essential pages like a privacy policy and contact page.

Conclusion: Play by the Rules, Reap the Rewards

Complying with Facebook’s policies isn’t just about avoiding penalties—it’s about building a sustainable and successful advertising strategy. By respecting the “laws of the universe” (Facebook’s rules), you can create ads that resonate with your audience, protect your account, and achieve your goals. Remember, the key to success on Facebook is not just creativity but also compliance. Play by the rules, and you’ll reap the rewards.