Seeing "Ad Rejected" in your Ads Manager is frustrating, especially when your campaign is time-sensitive or you cannot immediately identify what went wrong. Meta's automated review systems process millions of ads daily, and while they catch genuinely problematic content, they also flag ads that seem compliant on the surface. Understanding why rejections happen, how to fix them quickly, and how to prevent them in the future is essential knowledge for every Meta advertiser.
This guide covers the most common rejection reasons, provides specific fixes for each category, explains the appeal process, and shares best practices for creating policy-safe creative. Whether you're dealing with a single rejected ad or a pattern of disapprovals, you'll find actionable steps to get your campaigns running again and keep them that way.
How to Check Your Ad Status and Rejection Reason
Before you can fix a rejected ad, you need to understand exactly why it was disapproved. Meta provides this information in multiple places, though the level of detail varies. Checking the right location saves time and ensures you're addressing the actual issue rather than guessing.
Finding rejection details in Ads Manager
Navigate to your Ads Manager and look for ads with a "Rejected" or "Not Approved" status in the Delivery column. Click on the ad name to open its details, then look for the policy notification. Meta typically shows which policy was violated and which element triggered the rejection, whether that's your ad copy, image, video, or landing page.
For more detail, hover over the status indicator or click "See Details" if available. Some rejections include specific phrases or elements that were flagged. This information is crucial for making targeted fixes rather than overhauling your entire ad unnecessarily.
Using Account Quality dashboard
The Account Quality dashboard in Business Settings provides a comprehensive view of all policy issues affecting your account. Navigate to Business Settings, then Account Quality in the left sidebar. Here you'll see rejected ads, policy warnings, and any account-level restrictions. This dashboard is particularly useful for identifying patterns: if multiple ads are being rejected for similar reasons, you may have a systematic issue with your creative approach or landing pages.
Email notifications
Meta sends email notifications when ads are rejected, usually within minutes of the disapproval. These emails contain the rejection reason and a link to the affected ad. Check your spam folder if you're not receiving these notifications, and ensure your notification preferences in Business Settings are configured to receive policy alerts.
Common Rejection Reasons and How to Fix Them
Most ad rejections fall into predictable categories. Understanding each category and its specific requirements helps you fix current rejections quickly and avoid similar issues in future campaigns. The following sections cover the most frequent rejection reasons advertisers encounter.
Prohibited content
Meta prohibits certain content categories entirely, regardless of how they're presented. Ads promoting illegal products, weapons, tobacco, recreational drugs, or adult products and services will be rejected without exception. Similarly, content that promotes discrimination, hate speech, or violence violates core policies.
How to fix: If your ad was rejected for prohibited content, determine whether the rejection is accurate. If you're genuinely selling a prohibited product, Meta is not the right platform for your advertising. If the rejection seems like a misinterpretation, review your ad for any language, imagery, or associations that might trigger the prohibition. Words with double meanings, images that could be misread, or landing pages with prohibited content can all cause false positives. Remove or replace the triggering elements and request a re-review.
Misleading claims
Ads cannot contain false, deceptive, or misleading claims. This includes exaggerated promises ("Lose 30 pounds in 30 days"), unsubstantiated health claims, fake testimonials, misleading before-and-after imagery, and clickbait tactics that misrepresent what users will find after clicking. Financial claims about income or returns also fall under this category.
How to fix: Review your ad copy for any claims that cannot be substantiated or that promise unrealistic outcomes. Replace specific guarantees with more general benefit statements. Instead of "Guaranteed to double your income," try "Strategies used by successful entrepreneurs." For testimonials, ensure they're from real customers and represent typical results, not exceptional outliers. Add appropriate disclaimers where required.
Personal attributes violations
Meta prohibits ads that assert or imply personal attributes about the viewer. This includes direct references to race, ethnicity, religion, age, sexual orientation, gender identity, disability, medical conditions, financial status, criminal record, or membership in a trade union. The policy extends to implied attributes through phrases like "Are you...?" or "Do you have...?"
How to fix: Reframe your copy to speak generally rather than assuming personal characteristics. Change "Are you struggling with debt?" to "Debt management solutions for better financial health." Replace "Do you suffer from back pain?" with "Back pain relief options." The key is presenting your product or service without implying knowledge about the individual viewer's situation. Third-person framing and general statements typically pass review while still communicating your value proposition.
Special Ad Category issues
Ads related to credit, employment, housing, social issues, elections, or politics must be designated under Special Ad Categories, which restrict certain targeting options to prevent discrimination. Running these ads without proper category designation results in rejection. Conversely, incorrectly designating ads can limit your targeting unnecessarily.
How to fix: If your ad relates to credit (loans, credit cards, mortgages), employment (job listings, recruiting), or housing (real estate listings, rental properties), ensure you've selected the appropriate Special Ad Category when creating your campaign. This limits some targeting options but is required for compliance. If your ad was incorrectly flagged for a category it doesn't belong to, review your copy for language that might suggest these topics and revise accordingly. For political or social issue ads, you'll need to complete the ad authorization process before your ads can run.
Landing page problems
Your ad and landing page are reviewed together. Landing page issues that cause rejections include content that doesn't match the ad, prohibited content on the page, insufficient privacy policy or terms, broken pages or error messages, excessive pop-ups or interstitials, auto-playing audio or video, and malware or deceptive practices. Even if your ad is compliant, a problematic landing page will cause rejection.
How to fix: Visit your landing page from a mobile device and desktop to see what reviewers see. Ensure the content matches your ad promise, remove any prohibited content, add required legal pages (privacy policy, terms of service), fix any technical errors, and eliminate aggressive interstitials or auto-play media. If you're using a redirect, ensure all pages in the chain comply with policies. For e-commerce, verify your checkout process works and shipping/return information is accessible.
Low-quality or disruptive creative
Meta rejects ads with poor creative quality, including blurry or pixelated images, excessive text in images, sensationalized or exaggerated content, and creative designed to shock or disturb. Ads that mimic system notifications, contain fake functionality (fake play buttons that don't play video), or use deceptive tactics to increase clicks also fall under this category.
How to fix: Use high-resolution images that meet Meta's technical specifications. While the 20% text rule is no longer strictly enforced, text-heavy images still perform poorly and may be flagged. Remove any elements that mimic UI or create false expectations. Ensure your creative accurately represents what users will experience after clicking. For video, check that thumbnails are appropriate and accurately represent the content.
Before-and-after content
Before-and-after imagery is heavily scrutinized, particularly for health, fitness, and beauty products. Meta prohibits images that depict unlikely or impossible results, promote negative body image, or could be seen as promoting unhealthy weight loss or unrealistic beauty standards. Even legitimate transformations may be rejected if they appear too dramatic.
How to fix: Avoid side-by-side before/after comparisons when possible. Instead, focus on lifestyle imagery showing people using your product or enjoying the benefits. If transformation imagery is essential to your product, use realistic examples with appropriate timeframes mentioned. Add disclaimers stating results may vary. Consider using video testimonials rather than static before/after photos, as these often pass review more easily while still communicating transformation.
Cryptocurrency and financial services
Cryptocurrency advertising requires written pre-approval from Meta before any ads can run. Other financial services, including loans, credit cards, insurance, and investment products, face additional scrutiny and often require specific disclosures. Ads promoting get-rich-quick schemes, unrealistic returns, or financial opportunities without proper risk disclosure will be rejected.
How to fix: For cryptocurrency, apply for authorization through Meta's cryptocurrency ad application before attempting to run ads. You'll need to demonstrate licensing and compliance in your operating jurisdictions. For other financial services, include required disclaimers about rates, fees, and risks. Avoid promising specific returns or using language that suggests guaranteed outcomes. Ensure your landing page includes all legally required disclosures and clearly identifies your business.
The Ad Appeal Process
When you believe your ad was incorrectly rejected, the appeal process provides a path to human review. Understanding how to appeal effectively increases your chances of a successful outcome and faster resolution.
When to appeal vs. when to edit
Not every rejection warrants an appeal. If the rejection clearly identifies a policy violation and you can see how your ad triggered it, editing and requesting re-review is usually faster than appealing. Appeals are most appropriate when you genuinely believe the rejection was an error, when the rejection reason is unclear or doesn't apply to your ad, or when you've already edited your ad and it was rejected again for the same reason.
How to submit an effective appeal
To appeal, go to the rejected ad in Ads Manager and click "Request Review" or find the ad in Account Quality and use the appeal option there. Meta provides a text field for your explanation, which is your opportunity to make your case.
An effective appeal should clearly identify what policy you're alleged to have violated, explain why your ad complies with that policy, provide specific details about your business and ad content, and remain professional and factual without emotional language. If applicable, reference any authorizations, licenses, or documentation that support your case. Keep your appeal concise but complete; reviewers process many appeals and appreciate clarity.
Appeal timeline and expectations
Most appeals are reviewed within 24 hours, though some may take up to 48 hours during peak periods. You'll receive a notification when the review is complete. If your appeal is approved, your ad will begin delivery. If denied, the original rejection stands, and you have limited options for further appeal. Meta does not provide detailed explanations for denied appeals, which can be frustrating but is part of their process.
What to do if your appeal is denied
A denied appeal does not necessarily mean the end. You can create a new ad that addresses the policy concerns, even if you disagree with the rejection. Sometimes reframing your message or using different imagery achieves the same marketing goal while passing review. For important campaigns, consider testing multiple creative approaches simultaneously to find what works.
If you believe the denial was truly an error, you may be able to request a secondary review through the Account Quality dashboard or by contacting Meta Business Support if you have access to support channels. However, repeatedly appealing the same rejection without changes can be counterproductive and may affect your account standing.
Best Practices to Avoid Rejections
Prevention is more efficient than cure. Implementing systematic review processes and following policy-safe creative guidelines significantly reduces rejection rates and keeps your campaigns running smoothly.
Pre-launch review checklist
Before publishing any ad, review it against this checklist to catch potential policy issues:
- Copy review: No prohibited claims, no personal attribute assumptions, appropriate disclaimers included
- Creative review: High-quality images, no fake UI elements, no shocking content, accurate representation
- Landing page review: Content matches ad, privacy policy accessible, no prohibited content, functional on mobile
- Targeting review: Special Ad Category applied if applicable, age restrictions appropriate
- Industry compliance: Required authorizations obtained, industry-specific disclaimers included
Policy-safe creative guidelines
Following these guidelines helps ensure your creative passes review consistently:
For images: Use original or properly licensed imagery. Avoid stock photos that look overly staged or misleading. Ensure faces are visible and not obscured. Keep text to a minimum and make it clearly readable. Avoid sensationalized imagery or anything designed to shock.
For video: Ensure your video content is appropriate throughout, not just in the preview thumbnail. Avoid rapid flashing or strobing effects. Ensure audio content also complies with policies. Use accurate thumbnails that represent the video content.
For copy: Use factual, verifiable claims. Avoid superlatives without substantiation. Frame benefits in terms of possibilities rather than guarantees. Use inclusive language that doesn't assume personal characteristics. Include required disclaimers upfront rather than buried in fine print.
Landing page requirements
Your landing page must meet these requirements to avoid rejection:
- Content clearly matches your ad promise
- Privacy policy and terms of service are accessible
- Business contact information is visible
- No auto-playing audio or aggressive pop-ups
- Mobile-friendly design and functionality
- Secure connection (HTTPS)
- No prohibited content anywhere on the page
- Functional checkout and forms (for e-commerce)
Industry-Specific Compliance Requirements
Certain industries face additional requirements beyond standard advertising policies. Understanding these requirements prevents rejections and ensures your ads can run at all.
Healthcare and wellness
Health-related advertising cannot make unsubstantiated medical claims, reference specific medical conditions inappropriately, or promote prescription medications directly to consumers in most regions. Supplements and wellness products must avoid disease claims. Before-and-after imagery is heavily scrutinized. To advertise in this space, focus on general wellness benefits, use appropriate disclaimers, and ensure landing pages include required medical or FDA disclosures.
Financial services and cryptocurrency
Financial advertising requires appropriate risk disclosures and cannot promise guaranteed returns. Credit products must use Special Ad Categories. Insurance ads need clear identification of the insurer. Cryptocurrency requires pre-authorization. Investment products need risk disclaimers. Multi-level marketing and business opportunity ads face extra scrutiny for income claims.
Alcohol and age-restricted products
Alcohol advertising must target legal drinking age audiences and comply with local regulations. Age-gating is required. Creative cannot promote excessive consumption or show minors. Gambling and lottery ads have similar age requirements plus geographic restrictions. Some regions prohibit these categories entirely.
Political and social issues
Ads about elections, political figures, or social issues require authorization through Meta's ad authorization process. You must verify your identity and location. These ads carry additional transparency requirements, including "Paid for by" disclaimers, and are archived in Meta's Ad Library.
Monitoring and Maintaining Compliance
Ongoing vigilance prevents the accumulation of rejections that can threaten your account standing. Build compliance monitoring into your regular workflow rather than treating it as an afterthought.
Regular Account Quality reviews
Check your Account Quality dashboard weekly, even when everything seems fine. Look for warning indicators, policy notifications, and any rejected content you might have missed. Address issues promptly before they escalate. Trends in rejections may indicate systematic problems with your creative approach that need broader fixes.
Team training on policies
If multiple people create ads for your account, ensure everyone understands Meta's advertising policies. Create internal guidelines that translate policy requirements into practical dos and don'ts for your specific industry. Review policies quarterly, as Meta updates them regularly.
Creative testing within policy bounds
When testing new creative angles, start conservatively and push boundaries incrementally rather than launching aggressive creative that risks rejection. Test in small batches before scaling. If an approach gets rejected, understand why before attempting variations. This systematic approach protects your account while still allowing creative experimentation.
Rejection Reason Quick Reference
Use this table to quickly identify fixes for common rejection reasons:
| Rejection Reason | Common Cause | Quick Fix |
|---|---|---|
| Personal attributes | "Are you..." or "Do you have..." copy | Reframe using general third-person statements |
| Misleading claims | Exaggerated or unverifiable promises | Use factual statements with appropriate disclaimers |
| Prohibited content | Restricted products or services | Remove prohibited elements or find alternative platforms |
| Low quality | Pixelated images or excessive text | Use high-resolution creative with minimal text overlay |
| Landing page | Content mismatch or missing policies | Align page content with ad, add privacy policy |
| Special Ad Category | Missing category designation | Apply appropriate category in campaign settings |
| Sensational content | Shocking imagery or exaggerated claims | Use realistic, non-sensationalized creative |
| Deceptive practices | Fake buttons or system notifications | Remove any elements mimicking UI or functionality |
When Rejections Become Account Restrictions
Individual ad rejections are manageable, but accumulated rejections can escalate to account-level restrictions. Understanding this progression helps you prioritize compliance.
Meta tracks your rejection rate over time. While occasional rejections are normal and expected, consistent patterns indicate systemic compliance issues. Warning signs include increasing rejection rates, rejections for the same policy repeatedly, and Account Quality dashboard showing "At Risk" status.
If your rejection rate reaches concerning levels, Meta may impose consequences including reduced delivery on all ads, spending limits, requirement for additional verification, or temporary account restrictions. In severe cases with repeated willful violations, permanent account disables can occur.
If you're seeing escalating issues, take immediate action. Audit all active ads for policy compliance. Pause any ads with marginal compliance until reviewed. Implement stricter internal review processes. Consider professional review of your account and creative approach. For guidance on handling account-level restrictions, see our Ad Account Restricted Fix guide.
Building a Rejection-Resistant Ad Operation
The most successful advertisers treat compliance as a core competency rather than an obstacle. Building systems that produce consistently compliant creative protects your advertising investment and enables sustainable growth.
Start with policy education. Make Meta's Advertising Standards required reading for anyone creating ads. Update this training when policies change. Create industry-specific guidelines for your particular business that translate policy requirements into practical creative direction.
Implement review workflows. Have a second person review ads before launch, specifically checking policy compliance. Use a standardized checklist covering copy, creative, landing pages, and targeting. For high-volume operations, consider dedicated compliance reviewers.
Track and learn from rejections. Maintain a log of rejections including the reason, the ad content, and how you resolved it. Patterns in this data reveal weaknesses in your creative process or understanding of policies. Use rejections as learning opportunities to improve future creative.
Stay current with policy changes. Meta updates policies regularly, and what was compliant last month may not be today. Subscribe to Meta's marketing communications for policy updates. Review the full Advertising Standards quarterly. When launching new campaign types or entering new industries, research applicable policies before creating creative.
Ad rejections are an unavoidable part of Meta advertising, but they do not have to be a major disruption. By understanding the common causes, fixing issues promptly, and building compliance into your creative process, you can maintain consistently high approval rates and keep your campaigns delivering results. The time invested in prevention and proper response processes pays dividends in smoother operations and protected account health.
