Meta ad rejections
Facebook ad rejected for low quality or clickbait
Meta rejects ads that read as low effort or as engagement traps. This is the most mechanical category on the list, which makes it the easiest to fix. Formatting is usually the whole problem.
What Meta’s notice says
What triggers it
- 01Headlines in full capitals
- 02More than two exclamation marks in the primary text
- 03Withheld-information phrasing: "You won't believe what happened next"
- 04Heavy emoji use, particularly warning and money symbols
- 05Spelling and grammar errors, which the classifier reads as a spam signal
Before and after
YOU WON'T BELIEVE THIS!!! 🔥🔥🔥
The change that cut our cost per lead by half
Say the thing. Withholding it is the definition of clickbait for this policy.
LIMITED TIME OFFER!!!! ACT NOW!!!!
Offer closes Friday.
Urgency is allowed. Shouting is not.
How to fix it
- –Convert capitalised headlines to sentence case.
- –Cut to one exclamation mark at most, and preferably none.
- –Say what the ad is about in the headline rather than teasing it.
- –Run a spellcheck. Errors carry more weight in this category than advertisers expect.
Caught before launch
Preflight catches all caps, excessive punctuation, and emoji overuse, and fixes them for you at no cost. This is the category where the free tier alone usually resolves the rejection.
Scan your ad copy free →Questions
Are emojis banned?
No. Heavy use is the trigger, not presence. One or two read as normal; a row of them reads as spam.
Why was one ad rejected and a near-identical one approved?
This category is scored rather than rule-matched, so copy sitting near the threshold lands on either side. Move clearly under it rather than trying to find the line.
Other rejection reasons
Personal attributes
personal attributes
Misleading claims
misleading
Prohibited content
prohibited content
Restricted category
special ad category
Engagement bait
engagement bait
Landing page problem
landing page
Circumventing systems
circumventing systems
Brand usage
Facebook brand
Image text
image text
No clear reason
ad policy violation