Facebook & Instagram: Personal attributes policy & best practices for ad approval

Facebook and Instagram have been cracking down hard on ads that make assumptions prohibited under their “Personal Attributes Policy.” They will not approve any ad that makes “direct or indirect assertions or implications” around a person’s status, identity attributes, or inclusion in a group (including implying CU membership status).

This policy prevents users from feeling like they have been personally targeted for an ad based on specifics they shared with, or over, the platforms. Unfortunately, it leaves a lot of room open for interpretation, as it applies to general assumptions as well as specifics, like assuming:

HOME OR VEHICLE OWNERSHIP
FINANCIAL, ACCOUNT, OR MORTGAGE HOLDER STATUS
EMPLOYMENT, EDUCATIONAL, OR RETIREMENT STATUS
AGE, GENDER, AND RACIAL IDENTITY

Once, we could submit ads that loosely skirted this policy, and if they got rejected, change them with little repercussion. Times have changed. Now, too many disapproved ads will cause an account to get flagged, which leads to other ads being blocked and may result in an account getting shut down.

REMOVING “YOU, YOUR, & OTHER _ LIKE YOU:”
One way to avoid violating this policy is to remove the words “you, your, or other ___ like you” from all ads. Instead of using “you” as the subject, use the product being advertised as the subject. Yes, this depersonalizes the ad, but that is what Facebook wants.

EXAMPLE OF A MORTGAGE REFI AD THAT WILL GET DENIED:

YOUR MORTGAGE RATE IS TOO HIGH! REDUCE YOUR MONTHLY PAYMENT, LOWER YOUR RATE, OR EVEN PAY OFF YOUR HOME FASTER WHEN YOU REFINANCE WITH US.

EXAMPLE OF A MORTGAGE REFI AD THAT WILL GET APPROVED:

REFINANCE WITH US FOR NEW, LOWER MORTGAGE RATES. REDUCE MONTHLY PAYMENTS OR PAY OFF A HOME FASTER. COMPARE RATES TODAY!


STATING “MEMBERS” — TREAD CAREFULLY
For now, ads that use “members” of a CU as their subject are still getting approved. However, it may only be a matter of time before ads get disapproved for implying or suggesting that the person being served them belongs to a specific CU. Best practice should include limiting how many ads feature “member” dominant language. Also, avoid running too many “member” ads in a row.

IF YOU SUSPECT THAT THESE UPCOMING SOCIAL MEDIA CRACKDOWNS MIGHT HAVE AN IMPACT ON YOUR FINANCIAL INSTITUTION, LET’S TALK!
CALL JIM POND AT 978-424-4500 EXT. 600 OR EMAIL HIM AT J@JAMESANDMATTHEW.COM TO SET UP A TIME TO DISCUSS.
JAMES & MATTHEW IS AN ADVERTISING AGENCY FROM MASSACHUSETTS | WE HELP OUR CLIENTS GROW THEIR BUSINESSES