Ad platforms enforce content rules on top of regulatory law. Some rules are obvious (no weapons, drugs, scams). Many aren't — they vary by industry, get tighter every year, and the platforms suspend accounts first and ask questions later. This guide covers the categories that catch most advertisers off guard.
Universal "never do" list
- "You" / "Your" in personalization that implies the platform knows the user. Meta auto-rejects ads that say "Are you over 60?" or "Hey you, single mom..."
- "Click here" / "Tap here" — doesn't always reject but lowers Quality Score / Relevance.
- Excessive capitals or punctuation — "AMAZING DEAL!!!" gets flagged or limited.
- Misleading claims — "100% guaranteed" without proof, fake countdown timers, fake "limited stock" claims.
- Before/after photos on Meta — heavily restricted. Use side-by-side or "after" only.
Healthcare and pharma
- Don't claim cures or miracle outcomes. "Lose 30 pounds in a week" is auto-rejected. Use realistic, evidenced language.
- Specific health conditions in targeting are limited (diabetes, mental health, addiction). You can't pinpoint who you're advertising to.
- Prescription drugs require certification on Google. NABP-accredited or equivalent.
- Medical devices need FDA approval claims to match what's in the device's actual label.
- Mental-health, addiction, weight-loss categories are flagged for "sensitivity." Soften copy. Don't promise outcomes.
Financial services
- "Guaranteed return" is auto-rejected. Use "potential" or "historical."
- Crypto / tokens require platform-specific certification on Google and Meta. Most accounts are rejected on first submission and need to apply.
- Loans / credit require licensing disclosure. APR, terms, and applicable lender disclosures must be in the ad or landing page.
- Personalized targeting based on financial status (credit score, debt level) is restricted in the US and EU.
Housing, employment, credit (the "HEC" trio)
In the US, the Fair Housing Act, EEOC rules, and ECOA combine to create a special category. Meta and Google enforce this for all advertisers — not just regulated industries.
If your ad is for housing, jobs, or credit, you cannot target by:
- Age
- Gender
- ZIP code (in many cases)
- Race / ethnicity
- Disability / family status
- Many "interests" that proxy for protected classes
When you set your campaign objective to "lead generation" or "conversions" with a housing/jobs/credit landing page, Meta automatically tags you in the "Special Ad Category" and locks targeting accordingly.
Cannabis / CBD / firearms / tobacco
- Cannabis — Google bans, Meta bans, Microsoft restricts. Programmatic platforms (Reddit, some local networks) are more open. Always check by state and country.
- CBD — Meta now allows topical CBD ads in the US with certification. Google still blocks oral/ingested CBD.
- Firearms / accessories — Meta allows accessories and storage; bans the firearms themselves. Google bans most firearms ads.
- Tobacco / vapes — banned across major platforms.
Adult / dating
Soft dating allowed on most platforms with restrictions on imagery and language. Adult content (sex work, adult dating, hook-up apps) blocked or heavily restricted.
Politics / elections
- Meta requires advertiser identity verification (driver's license + selfie) before running political ads.
- Google requires similar verification.
- Disclosure of paid-for-by required in copy.
- Targeting restrictions in many regions.
What to do if your account gets suspended
- Check the policy violation reason in the platform's notification.
- Read the linked policy carefully. Match the violation to specific copy/imagery/landing page content.
- Fix the issue end-to-end (the ad and the landing page).
- Submit an appeal — be specific about what changed.
- If denied, request human review (Meta has this hidden in Business Help; Google's chat support helps).
First suspension: usually overturned within 48 hours if the fix was real. Repeat suspensions: harder. Multiple violations on one account = permanent ban with no path back.