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Meta Business Help Centre
About Meta's personal attributes advertising policy
We don't allow advertisers to run ads that assert or imply the personal attributes of the viewer of an ad, such as their race or age. Instead, we recommend that you focus your ad on the benefits of your products or services whenever possible.
Watch a video to learn tips to fix ads rejected due to this policy:
We've found that when an ad asserts or implies personal attributes, it can lead to negative experiences and lower ad engagement (for example, fewer clicks, views and conversions).
What are personal attributes?
The list of prohibited personal attributes includes the following:
Prohibited personal attributes
- Race
- Ethnicity
- Colour
- National origin
- Religion
- Age
- Sex
- Sexual orientation
- Gender identity
- Family status
- Disability
- Medical or genetic condition
- Physical or mental health (including medical conditions)
- Vulnerable financial status
- Voting status
- Membership in a trade union
- Criminal record
- Name
Note: We also don't allow ads that assert or imply personal attributes in alternative ways. For example, we don't allow ads that ask questions about personal attributes. Note that you can use the words "you" or "your" as long as your ad doesn't mention any prohibited personal attributes and complies with our Meta Advertising Standards.
Examples of violating ads with personal attributes
Religion
Example ad text: "Meet other Jewish singles!"
Violating content: This ad implies that the individual's religion is Jewish.
Alternative ideas: Take this as an opportunity to highlight what someone who joins this group can expect as a member.
Note: Learn more about our advertising policies on dating.
Age
Example ad text: "Find out how our financial services can help people like you who just turned 62. Learn about how we can help you receive retirement benefits."
Violating content: This ad implies knowledge of the exact age of the person who sees the ad.
Alternative ideas: Explain how your financial services are positioned to help potential customers, including seniors.
Sexual orientation or practices
Example ad text: "Meet other LGBTQ singles on our app."
Violating content: This ad implies that the audience is LGBTQ.
Alternative ideas: Take this as an opportunity to distinguish the unique accomplishments of your group and communicate future plans so that interested individuals can become involved.
Gender identity
Example ad text: "Network with other trans professionals."
Violating content: This ad implies that the audience is trans.
Alternative ideas: Take this as an opportunity to distinguish yourself in the networking space by highlighting what makes your product or service unique.
Disability
Example ad text: "Are you disabled? We can help!"
Violating content: This ad implies that the audience has a disability, and uses the word "you".
Alternative ideas: Use this as an opportunity to demonstrate your expertise in the field, or the variety of speciality disability services you can provide.
Physical health
Example ad text: "Have you been diagnosed with cancer? Come to our clinic for treatment."
Violating content: This ad contains a statement that assumes the audience has cancer, and uses the word "you".
Alternative ideas: Try providing information about the benefits of cancer treatments.
Mental health
Example ad text: "If you're tired of dealing with depression, call us for free therapy sessions."
Violating content: This ad contains statements that assume the audience suffers from depression, and uses the word "you".
Alternative ideas: Provide information on your product or service and the unique benefits it provides.
Vulnerable financial status
Example ad text: "Are you bankrupt? Our company has solutions."
Violating content: This ad implies knowledge of an individual's financial status, and uses the word "you".
Alternative ideas: Explain how your company can help someone going through bankruptcy.
Voting status
Example ad text: "Your vote has not been counted yet! Support our candidate!"
Violating content: This ad implies knowledge of the voting activity of the audience, and uses the word "your".
Alternative ideas: Speak about your candidate's positions on the issues.
Criminal record
Example ad text: "Criminal record holding you back? We can help you find a job."
Violating content: This ad implies that the audience has a criminal record, and uses the word "you".
Alternative ideas: Speak about your company's expertise in this field. Demonstrate the benefits of your service for potential customers
| Read our full personal attributes advertising policy.
