Meta Business Help Centre

About the Meta Ad Library

The Meta Ad Library is a comprehensive hub that facilitates ad transparency. People can use it to get more information about the ads they see across Meta technologies. The Ad Library contains all active ads that are shown across Meta technologies. The Ad Library also includes all active and public branded content that's shown on Facebook and Instagram with a paid partnership label.

Anyone can view and search the Ad Library. You can search for any term, name or Page in the Ad Library. Any ads that include the search term, or ads run by Pages that include the term, may appear. Note: If ads include certain types of age-restricted content, such as alcohol or gambling, the ad creative won't be shown to people who are underage or not logged in to Facebook. When possible, self-reported ages are used to set these restrictions.

The Meta Ad Library report provides an aggregated and comprehensive view of ads about social issues, elections or politics in a given country for a given period of time. The Ad Library Report, which can be downloaded, is available in all countries that require authorisation to run ads about social issues, elections or politics.

The Ad Library API is an application programming interface that enables a deeper analysis of social issues, electoral or political ads in the Ad Library, as well as ads that deliver to the EU and associated territories.

You can download Ad Library searches but you must be logged in to your Facebook account and agree to the Terms of Service.

What information is shown in the Ad Library

The table below outlines what types of ads are added to the Ad Library, which ads are archived and what data is displayed.

Note: If your ad is about social issues, elections or politics, and delivers an impression to the EU or associated territories, both sets of ad details are shown.

	Active ads not about social issues, elections or politics and do not deliver an impression to the EU or associated territories	Ads about social issues, elections or politics	Ads delivered to the EU or associated territories
Ad creative	Yes	Yes	Yes
Page the ad ran from	Yes	Yes	Yes
Dates the ad ran	Yes Only includes the date in which the ad started to run	Yes	Yes
Archival of ads	No	Yes 7 years	Yes 1 year from delivery of the last ad impression
Amount spent	No	Yes	No
Impression ranges	No	Yes	No
Total reach	No	No	Yes
Reach breakdowns	No	Yes Provides the reach percentage of people who saw an ad, by age and gender, and information about the locations where the ad reached	Yes Provides reach by targeted location (EU or associated territories) broken down by age and gender
Estimated audience size	No	Yes	No
Targeting selections	No	Yes Page-level aggregate data of audience selections by an advertiser during the last 7, 30 or 90 days, including location, age, gender, detailed targeting, language, custom audiences and lookalike audiences	Yes Individual ad-level data of audience selections by an advertiser, including location, age and gender
Disclaimer information	No	Yes	No
Beneficiary and payer information	No	No	Yes
Ad Library report spending information (Includes total Page spend, spend by disclaimer and last seven days recent spend)	No	Yes	No
Page transparency details (Includes Pages and connected accounts, Page history, organisations that manage a Page and primary countries where a Page is managed	Yes	Yes	Yes
Housing, employment and credit special ad category designation (Only archived if the ad delivers to the EU or associated territories or is about social issues, elections or politics)	Yes	Yes	Yes

All active ads

All active ads are visible in the Ad Library. You can search for an advertiser to view the active ads from their Page. When viewing active ads from a Page, ad creative and copy will be shown. Click See ad details to get additional information, such as details from the About section or more information about the lead form for a lead generation ad format. To view ads from a specific country, use the country selector.

You can report ads that you think are misclassified, active ads that you believe should have a disclaimer or ads that you believe may go against Meta Advertising Standards. You can only report an ad as pertaining to social issues, elections or politics in certain countries.

When you view a Page in the Ad Library, you can see more context about the Page, such as when it was created and its name change history.

Branded content on Facebook and Instagram

Through the Ad Library, you can view a searchable database of public and active branded content globally on Facebook and Instagram that is tagged with a paid partnership label. The Ad Library includes branded content created on or after 17 August 2023.

The following information is also provided:

Date when the branded content was created
Creator of the content
Brand partner
Type of post (e.g. video or reel)
A link to the content

You can search the branded content database by Page or by Instagram account. You are required to select either Facebook or Instagram and a date range.

Ads about social issues, elections or politics

To help prevent interference in elections, transparency is a priority for Meta. The Ad Library offers additional information on ads about social issues, elections or politics, including spend, reach and funding entities. These ads are visible whether they're active or inactive, and will be stored in the Ad Library for seven years.

Our ad transparency tools are available in 243 countries and territories. Authorisations are required in more than 220 countries and territories. Ads about social issues, elections and politics are proactively detected and reactively reviewed in more than 220 countries and territories.

You can search for ads by Page name or keyword, and filter by:

Country
Page name
Status (active or inactive)
Delivery by region
Language
Platform
Media type
Disclaimer
Impressions, by date
Estimated audience size

These ads include a disclaimer to demonstrate who paid for the ads. However, ads that are retroactively deemed to be about social issues, elections or politics won't include a disclaimer.

When a person clicks See ad details, they can view the following information about an ad:

Active or inactive: The date an ad started running and whether or not it's currently running.
Impressions: A range for the number of impressions that the ad received, but not the exact number, for example 1,000-5,000.
Amount spent: A range for the amount spent on the ad, but not the exact amount. For example: GBP 1,000 to GBP 5,000.
Demographic information (age and gender): The percentage of people who saw an ad, by age and gender.
Location: People can see information about the location(s) where the ad was viewed.
Estimated audience size: An estimate of how many Accounts Centre accounts meet the targeting and ad placement criteria that advertisers select while creating an ad.
Disclaimer information: Disclaimer information submitted by the advertiser. This is displayed in the Ad Library and includes information such as the disclaimer name, phone number of the entity, email address, website and address.

Advertisers have the option to mask the street address and postcode of their organisation's address during the ad disclaimer creation process. If the advertiser chooses to select this option, the full physical address of their organisation won't be shown in the Ad Library searches.

Advertiser audience selection: Information about the targeting selections made by advertisers who run ads about social issues, elections or politics with the data aggregated at the Page level.

When a previously active ad in the Ad Library is rejected or disabled, the ad is covered by a shield. However, people can still click See ad details and view the ad and the additional information.

In addition to seeing context about a Page, such as when it was created, name changes or the primary countries where a Page is managed, you can see information from the Ad Library Report. This includes lifetime and last week's spend on ads about social issues, elections or politics.

Ads about social issues, elections and politics are archived in the Ad Library for seven years.

Ads that deliver to the EU and associated territories

The Ad Library displays and archives ads that deliver an impression to the EU or associated territories as a result of regulatory requirements in the EU Digital Services Act. This includes all ad placements across Meta technologies. The ads are archived for one year after their last impression has been delivered.

Along with the ad creative and the Page or account in which the ad ran, the Ad Library will display:

Dates the ad ran
Beneficiary and payer information, provided by advertisers
Targeting choices made by advertisers at the ad level, including age, gender, location targeting criteria and whether that criteria was included or excluded
Total reach of the ad to the EU and associated territories
Reach by targeted location (EU or associated territories), broken down by age and gender

Ads will be displayed while they are active and are archived for one year after they deliver their last impression. The Ad Library will only display and archive information that pertains to the EU or associated territories.

This information is also available via the Ad Library API.

Ads that are rejected or disabled after delivering an impression to the EU or associated territories will remain in the Ad Library. However, a shield will be placed over the content, so people cannot see it. The associated data and any information that doesn't go against our Community Standards or Advertising Standards will continue to be displayed and archived for one year after the last impression has been served.