Why was my Facebook ad rejected? 12 common reasons and how to fix them

Facebook and Meta reject ads for surprisingly consistent reasons. If you run performance campaigns for clients, these are the 12 rejection patterns you'll see most — and the fixes that get an ad through review the first time. For the image-only fails (before/after, body crops, overlay text), see why Facebook image ads get rejected. For the personal-attributes rewrite framework, see what Meta’s personal attributes policy means. Housing, job, and loan campaigns also need Special Ad Categories. If the whole account is locked, that is an asset restriction, not one rejected ad.

1. Personal attributes

Copy that implies you know the reader's race, religion, health condition, sexual orientation, or financial status is the single most common rejection reason. "Struggling with debt?" and "Are you diabetic?" both trip it. Rewrite to describe the offer, not the reader: "Debt consolidation options" or "Diabetic-friendly meal plans."

2. Unrealistic outcomes

Absolute claims — "lose 10 lbs in a week", "guaranteed 3x ROAS" — get flagged as misleading. Hedge with typical, evidence-backed language and cite the source in the ad or landing page.

3. Before/after imagery

Meta bans direct before/after comparisons for weight loss, cosmetic, and health products. Use single-state lifestyle imagery instead.

4. Restricted categories without approval

Financial services, cryptocurrency, health supplements, alcohol, and gambling all require category-specific approval. Check the ad account's permissions before shipping.

5. Landing page mismatch

If the ad promises a 40% discount and the landing page shows 20%, review will fail even if both are fine on their own. Message-match is enforced.

6. Non-functional destination

Broken links, 404s, popups on entry, or auto-downloads all cause rejection. Test the destination on mobile before launch.

7. Excessive text on images

The old 20% rule is soft-deprecated, but heavy text still hurts delivery. Keep image text short and high-contrast.

8. Prohibited products

Tobacco, weapons, spy equipment, and adult products are outright banned. Even adjacent products (CBD, vape accessories) trip the filter.

9. Misleading urgency

Fake countdowns, "last chance" phrasing that doesn't correspond to a real deadline, and inventory scarcity claims without basis are flagged.

10. Third-party trademarks

Using another brand's name or logo without authorization causes rejection — and often account-level enforcement.

11. Non-existent functionality

Fake play buttons, fake checkboxes, or fake close (X) buttons on creatives are rejected as deceptive.

12. Grammar and spelling

Meta increasingly rejects ads with obvious typos or all-caps shouting. Proof before you publish.