About ads in review

Before your ads run on Facebook or Instagram, we review them against Meta Advertising Standards. This happens automatically before ads begin running, and you can see the status of your ad in the Delivery column of Meta Ads Manager.

Our ad review system relies primarily on automated technology to apply the Advertising Standards to the millions of ads that are run across our apps. However, we do use human reviewers to improve and train our automated systems, and in some cases, to manually review some ads.

The ad review system reviews ads for violations of our Advertising Standards. An ad may not be reviewed against all policies before delivering impressions, although all ads are subject to re-review at any time. We continue to improve our existing enforcement system by testing and implementing new approaches to ensure a fair and effective ad review process. For example, we may consider an advertiser's historical compliance with our Advertising Standards when deciding whether a given ad warrants further review for a specific policy.

This review process may include the specific components of an ad, such as images, video, text and targeting information as well as an ad's destination, among other information. An ad's destination is where an ad directs people who click on the ad, such as a web page.

Based on the results of the review, an ad is either rejected or allowed to run.

Most ads are reviewed within 24 hours, although in some cases, it may take longer. Remember, ads may be reviewed again, including after they are live.

If you want an ad to start running on a specific date or time in the future, you can schedule your ad. Once the ad has been submitted, it will go through ad review, but won't begin delivering until your start date.

Reviewing ads from millions of advertisers globally against the Advertising Standards is essential, but it is not without challenges. Our enforcement isn't perfect, and both machines and people make mistakes.

When we launch a new policy, it can take time for the various parts of our enforcement system, both automated technology and trained global teams, to learn how to correctly and consistently enforce the new standard, but as we gather new data and feedback, our machine learning models get better and our automated enforcement improves.

We improve our existing enforcement system by testing and implementing new approaches to ensure a fair and effective ad review process. For example, we may consider an advertiser's historical compliance with our Advertising Standards or customer feedback when evaluating their ads before delivering impressions.

If you believe that your ad, ad set, campaign or item was incorrectly rejected, you can request another review in Meta Business Support Home. Learn more about what to do if your ad is rejected.

If you believe that an ad on Facebook, Instagram or other Meta technologies violates the Advertising Standards, you can report it. Learn more about how to report an ad.

The following changes to previously scheduled or running ads or ad sets will trigger a new review process:

• Targeting
• Creative (for example images, text, links or videos)
• Optimisation
• Billing event

Changes to your ad's bid amount, budget or ad set schedule will not trigger review.

• Meta Advertising Standards
• Why some ads are approved, then disapproved