Facebook Compliance Best Practices

Facebook is a great platform for advertising and sales page (landing page) assets. However, before launching any ads, it is crucial to check compliance with Facebook's policies.

This article discusses Facebook compliance best practices and provides a checklist for advertisers to ensure compliance with Facebook's policies.

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Facebook Compliance Best Practices

This will be for advertising and sales page (landing page) assets.
We will always check compliance before launching anything with you.
Before using the checklist, always seek to understand the reasons behind the “madness”.
- Facebook wants to make the most enjoyable user experience possible. This is because this will keep their users coming back to the platform, allowing them to run more ads, and thus make more money.
- So if we know they want it to be enjoyable, let’s work backward to figure out what we should not do. What’s not enjoyable?
  - Text taking up the majority of the creative isn’t enjoyable.
  - Being lied to isn’t enjoyable.
  - Feeling like you’re being sold to by scammers isn’t enjoyable.
  - Being scammed isn’t enjoyable.
  - Being “bait and switched” isn’t enjoyable.
  - Giving all your information before you figure something out isn’t enjoyable.
  - And it goes on and on.
- For a more in-depth understanding of Facebook’s policies please click here.
Facebook will scrape video, written, and website assets.
Warning: Even if you do everything correctly Facebook may still reject our ads, ban them, or put a hold on your account.
- This is typically because they need to verify your identity (takes 3-5 days) or they did it by accident, which happens all the time.
  - Both of these are solvable and you can be up and running in just a few days.
- Sometimes it’s something that we aren’t even aware of and they won’t let us get the account back, we will cross that bridge if it happens, but just know, it does happen.

Facebook Compliance Checklist

Facebook Business Manager is verified.
Make sure nobody involved in the ad account has ever been a part of a banned account.
Ad and website have congruency.
- The same type of language, similar colors, similar wording, no “bait and switch” feel.
Ad and creative have congruency.
- Don’t use images just to “capture people’s attention. Make sure the creative is congruent with the ad copy and your offer.
Don’t use a fake play button on an image.
- Some people do this to get more clicks, but it is likely to result in a bad experience for the user which can get you in trouble.
Your creative should never have more than 20% text.
- This includes captions, headlines, etc.
Use a custom domain name.
- Don’t try to save a few bucks by using the one your website builder gives you, that’s a big red flag for Facebook.
- Don’t use words on your domain that fall into other categories below, such as “getfreemoneyin30days.com”.
Avoid using the word “Facebook” or “Instagram”.
- If you must use it then be sure to add the “™” after it.
- Avoid any images, videos, etc. that have their logos on them as well.
- Add the disclaimer on your website:
  - This site is not a part of the YouTube, Bing Google, or Facebook website; Google Inc, Microsoft INC, or Meta Inc. Additionally, This site is NOT endorsed by YouTube, Google, Bing, or Facebook in any way. FACEBOOK is a trademark of FACEBOOK, Inc. YOUTUBE is a trademark of GOOGLE Inc. BING is a trademark of MICROSOFT Inc.
Do not have any time claims.
- This makes it “unbelievable” in Facebook’s eyes.
- “I did X in 30 days.”
- “Get results in the shortest time possible.”
- “Exponential month-over-month growth.”
- “I went from nobody to millions in my bank account in 6 months.”
Try to stay away from monetary claims.
- This is more difficult, but doable.
- Instead of using dollar amounts, get creative.
- Clients booked appointments, etc.
- This isn’t technically against their terms of service, but it’s a gray area.
Do not have any before and after claims.
- This is especially true for health offers.
- Stay away from side-by-side photos/comparisons that show a drastic result.
Lower aggressiveness of claims.
- Use the word “help” instead of a bolder claim.
- “You will be stronger” -> “this will ‘help’ you be stronger”.
Avoid grammatical errors.
- “Value ($97) | Your free”.
Avoid cursing or swearing.
- “Fucking”
- “Suck”
Don’t ask how much money people owe or how much debt they have.
Do not use too much ambiguity.
- The staple of good advertising is curiosity, but it’s been overused so often that Facebook has banned it.
- On your ads, opt-in pages, sales pages, etc. try to avoid using too much curiosity.
- For example, “If you do this one thing that I discuss in the video you’ll be flooded with new clients.”
- You can still use curiosity, but don’t make it “bait and switch”.
Don’t single out your audience based on personal information.
- Even if you know exactly who you’re targeting, try not to make them feel that way.
- Singling out medical conditions, race, age, gender, sexual orientation, criminal record, financial status, etc. can be offensive to certain people.
- You can still do this by speaking about the benefits of your product/service rather than the demographics of who it is for.
Use as many disclaimers as possible.
- When you get your funnels from us we will include some disclaimers, but be sure to consult the professional council to see if you need to update or change them.
- You can also add them in the ad itself to be safe, if you see it in the ad set-up be sure to add it.
Have a footer with relevant information.
- I know, we want to keep it a “sales page”, but Facebook doesn’t like it, so we need to become a “real company” now.
- Privacy policy, terms of use, phone number, etc. all should be on the bottom of the page to lend to your credibility.
- As usual, our funnels will include these, you’ll just need to make them your own and consult professional counsel.
Always start with publishing one ad for 48-72 hours and see if approved.

Final Thoughts

You are probably wondering, “what can I say?”
The good news is, everyone plays by the same rules, so instead of complaining, do it correctly, get creative, and reap the benefits.
Just like on a first date, the less you say the better.
- I used to be a big fan of long-form copy however, you’re just increasing your chances of saying something incorrectly.
- We have some ads that have produced millions with just a few words of text.
  - “11 min. video shows the fastest way to create a side hustle.”
If all else fails you can use bridge pages to get around some of the policies.
- A bridge page is a page between your ad and the “questionable” content.
  - For example, ad -> opt-in page -> questionable content.
- We don’t recommend this because some people say Facebook will crawl your entire funnel.",