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If you advertise on Facebook, then these new guidelines are a must read. You’ll want to select your affiliate program wisely, especially lead generation offers. You ad copy is going to have to be descriptive, honest and match your landing page to a tee. Take a read and see what I mean.
Improving Ad Quality
Ad quality and user feedback have always been important considerations
for Facebook Ads, and are significant factors in determining which ads we
accept and display on the site. We’ve recently taken a close look at the ads
that drive the most negative feedback, and identified four key themes
behind ads that are detrimental to the user experience. As a result, we’re
strengthening our Advertising Guidelines in these key areas to ensure that
all Facebook Ads meet our high quality standards.
Unexpected User Experience
Advertised products may not generate any unanticipated user experience.
This includes, but is not limited to:
1 Computer performance changes, such as the unexpected
installation of any secondary software or the overlay of
advertisements on the user’s browser or operating system
2 Unanticipated recurring charges
3 Undisclosed sale or distribution of requested user information.
Any distribution of user information must be confirmed through
Unclear Recurring End Product
Advertisements must be clear and straightforward in describing any
recurring end product to the user. The advertised offer must directly
match the service being sold, and ads should provide the user with a clear
understanding of what he or she is purchasing.
Facebook Ads for products with recurring billing cycles
1 Focus on an advertised “hook” without disclosing the core
Example: “Take a quiz!” (for a service that includes ringtones, wallpaper, or other
2 Position a subscription-based service as a single product or
Example: ”Try now for $2.95” (for a service that includes monthly billing intervals)
Ads must not include unsubstantiated claims. Ads must clearly represent
the offer, company, product, or brand that is being advertised.
Unacceptable claims include, but are not limited to:
1 Unrealistic prices or rates.
Examples: “$0.50 LCD TVs,” “$10/month health insurance”
2 Use of current events or news reports to create false associations
with the advertised product. Political events or images may not be
used for an irrelevant commercial agenda.
Example: “Breaking News: Great car insurance rates”
3 Use of false qualifications to create a sense of relevancy
Example: “If you are right-handed, you qualify for low premiums”
4 Implication of dynamic ad content
Examples: “7 minutes remaining,” “only (3) available”
5 Implied knowledge or passing of user data
Examples: “See who searched for you,” “you have been chosen”
Unacceptable Business Models
Ads will not be permitted in cases where a business model or practice is
deemed unacceptable or contrary to Facebook’s overall advertising
Unacceptable business models include, but are not limited
1 Lead generation offers which sell or distribute a user’s
information to larger extent than indicated by the landing page
2 Offers that require a user to complete several hidden steps or
make additional purchases in order to receive the promised product
3 Offers that require the input of user information for complete
access to offer or product details
4 Ads promoting deceptive recurring billing services
5 Downloadable software that may affect the user’s computer or
browser performance in unexpected or undesirable ways