Ads about social issues and selling products or services

Ads where the primary purpose of the ad is the sale of a product or promotion of a service might not be considered social issue ads and might not require authorisations and a disclaimer. This doesn't apply to products or services about or with mentions of politicians, political parties, elections or legislation.

The ad may be considered to be selling a product or promoting a service and won't require a disclaimer if we determine that:

A product or service is prominently shown, shown in use or named or referenced in the ad.

AND

The primary purpose of the ad is to sell a product or promote a service, even if the ad content includes advocacy for a social issue.

AND

If ad content contains a call to action to purchase or use the product or service.

Note: The call to action could be considered a Facebook CTA button or a call to action represented within the ad creative (e.g. if the ad copy or a video directs people to purchase a product).

Ads will continue to require disclaimers if the ad content doesn't clearly show a product or service and if a product or service isn't being sold or promoted. Ads that include a product or service could still require a disclaimer if the primary purpose of the ad is to discuss, debate or advocate for or against a social issue and there isn't a clear call to action to purchase a product or service. Ads that are about encouraging others to vote will also continue to require a disclaimer.

For an ad to not be considered a social issue under our policy, the ad must also contain a call to action (CTA) to purchase or use the product or service. A CTA is a phrase that encourages people to take an action that is important to a business, such as purchasing a product ('Shop now'), reserving a service ('Book now'), contacting the organisation ('Contact us'), downloading a product ('Install now') or shopping on a website ('See offers').

Additional examples might include:

Action	Call-to-action phrase
Book	Book now, Request time
Contact	Call now, Contact us, Sign up, Apply now
Download	Play game, Use app, Install now
Learn	Learn more, Watch video, Watch more
Shop	See offers, Shop now, Buy one get one free, Free gift with purchase, Get a quote, See if you qualify

Advertisers seeking to run these ads will need to continue to go through the authorisations process and create "paid for by" disclaimers if the following is true:

• Includes a product or service that contains social issue advocacy messaging on the product itself (e.g. a t-shirt with "We demand equal rights for immigrants" printed on it) or in the name of the service itself.
• Donation request where all 100% of proceeds go to a cause or organisation, even if products or services are exchanged (e.g. donate USD 50 to reduce pollution for a free item).

  Note: If a portion of proceeds go to a cause or organisation after the purchase of a product or service, then the ad might not require a disclaimer (e.g. buy this shirt for USD 50 and we'll donate 20% of profits to victims of domestic violence).
• Includes free products or promotional gifts, without a call to action to purchase a product or service, and includes social issue advocacy messaging in the ad.
• The ad's primary purpose is to take a stance on a particular social issue. Brand-focused messaging without a clear call to action to purchase a product or service may still require authorisations and a "paid for by" disclaimer.

Ad review and option to appeal: Ad review can take up to 72 hours to determine if your ad falls under our ads about Social Issues, Elections or Politics policy or if the ad is primarily focused on selling a product or promoting a service. With any undertaking, our enforcement isn't perfect. Advertisers can request another review if they believe the primary purpose of the ad is the sale of a product or promotion of a service and doesn't require a disclaimer. Upon review, if we determine that the ads aren't in scope of our Social Issues, Elections or Politics policy, then the ad will be permitted to run without a disclaimer. However, if ads are determined to fall under this policy, advertisers won't be able to run these ads unless they include a disclaimer on them.

Don't require authorisation and a disclaimer	Require authorisation and a disclaimer
"On Earth Day, it's time for us to demand that we reduce carbon pollution! Show your support with our new hemp t-shirt. Shop today." Ad contains a call to action to purchase the product, even though the ad contains social issue advocacy messaging. The product does not contain advocacy messaging on it.	"Get our free 'Empowerment' shirt to take a stand against systemic racism. Just pay delivery and handling." Ad includes a free promotional gift, without the sale of a product or service. Ad content advocates for a social issue (civil and social rights).
"Our new 'American Mom' shirts are now available in our shop. Show your support for the second amendment. Buy them while you can." Ad contains a call to action to purchase the product, even though the ad contains social issue advocacy messaging. The product does not contain advocacy messaging on it.	"Our leather patches just arrived. Each patch is embroidered with 'Support refugees'." Shop now!" Product being sold includes social issue advocacy messaging (immigration) on the product itself.
"Shop now and get 10% off. We'll donate 10% of our profits to victims of genocide. Shop and help at the same time!" Ad shows that only a portion of sales go towards supporting a cause, so it promotes the sale of a product with a call to action.	"We've pledged to support women in need of free healthcare. Buy a t-shirt this month and we'll donate all proceeds to the Free Healthcare for Ladies Foundation." Ad shows that all proceeds are donated to an organisation and the ad includes social issue advocacy messaging (health).
"Our new show on how we can tackle climate change will premiere next month in your city. Purchase your early-bird tickets now for €10." Ad contains a call to action to purchase the product (event tickets), even though the ad contains social issue advocacy messaging. The product doesn't contain advocacy messaging on it.	"Our speaker series for this year is starting soon. John Smith, economist and founder of a leading finance publication, will speak about the latest market fluctuation and today's need for tax reform in the United States. Visit our website to learn more." Ad doesn't promote the sale of any tickets or other products or services, while also discussing a social issue (economy).
"Learn more about the 19th Amendment in our new Women in History book series. Buy them on our website!" Ad informs about new products without advocating for or against a social issue.	"Our new book series on Japanese stories is now on sale in our museum shop. Get them now and make sure that you vote!" While the ad is selling a product, the "get out the vote" messaging is about electoral processes and it requires a disclaimer.
"Save on the fridge that shrinks your carbon footprint – now until December." Ad contains a call to action (CTA) to purchase the product, even though the ad contains social issue advocacy messaging. The product does not contain advocacy messaging on it.	"Our company now operates on 100% renewable energy. We must protect the environment." Ad advocates for a social issue (environmental politics), without directly calling to buy a specific product or service.
"Our latest trainers are partially made with ocean plastic. End plastic waste by shopping with us!" Ad contains a call to action to purchase the product, even though the ad contains social issue advocacy messaging. The product doesn't contain advocacy messaging on it.	"Try our new sustainable, cruelty-free hand lotion for free. Let's fight climate change and protect animal rights!" Ad promotes a free trial and doesn't promote the actual sale of a product or service.
"Learn more about our insurance programmes. Fill in the application today and see if you qualify." Ad includes information about a service being promoted and a call to action to learn more.	"It's time to improve our public schools. Watch our new documentary 'Fixing the Broken Education System'. Stream now." Ad includes the title of a film that promotes advocacy for a social issue (education).