Choosing a Special Ad Category

Credit

Ads that promote or directly link to a credit opportunity, including, but not limited to, credit card offers, car loans, personal or business loan services, mortgage loans and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer.

Learn more about what qualifies as an ad for credit under our policies.

Employment

Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships or professional certification programmes. Related ads that fall within this category include promotions for job boards or fairs, aggregation services or ads detailing perks that a company may provide, regardless of a specific job offer.

Learn more about what qualifies as an ad for employment under our policies.

Housing

Ads that promote or directly link to a housing opportunity or related service, including, but not limited to, listings for the sale or rental of a home or flat, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services. This does not include ads designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws.

Learn more about what qualifies as an ad for housing under our policies.

Social issues, elections or politics

Ads made by, on behalf of or about a candidate for public office, a political figure, a political party or advocates for the outcome of an election to public office. Or, about any election, referendum or ballot initiative, including "go out and vote" election campaigns. Ads regulated as political advertising. About social issues in any place where the ad is being placed. Social issues are sensitive topics that are heavily debated, may influence the outcome of an election or result in/relate to existing or proposed legislation. Ads about social issues seek to influence public opinion through discussion, debate or advocacy for or against important topics, such as health and civil and social rights.

Learn more about ads about social issues, elections or politics.

Note that this is not a comprehensive list of examples and does not constitute legal advice.

To create a Special Ad Category campaign:

1. Go to Meta Ads Manager and create or open an existing campaign.
2. Select Special Ad Categories.
3. Under Categories, choose which category applies to your campaign.
4. Under Countries, choose the country or countries in which you want to run your campaign.

Ads about credit, employment or housing opportunities

Certain targeting options are limited or unavailable for these ads for advertisers based in or targeting the US and advertisers targeting Canada and certain countries in Europe: age, gender or postcode, exclusion targeting, Lookalike Audiences and saved audiences. Some interests will also be unavailable when you create your audience. Audiences based on city or pin drop locations will include an expanded radius. Meta Advantage+ catalogue ads (formerly known as dynamic ads) will be subject to the same limitations.

To help you reach people who may be interested in your ad, you can create a Special ad audience. A Special ad audience will let you create an audience based on similarities in online behaviour and activity without using certain personal attributes, including age, gender, postcode or other similar categories. Learn more about audiences for credit, employment and housing ads.

We encourage you to broaden – not restrict – your audience. Our targeting options, like all audience selection tools on Facebook, must be used in ways that are inclusive and not discriminatory.

Ads about social issues, elections or politics

To enable healthy discourse and increase transparency and accountability, advertisers who want to run ads about social issues, elections or politics in selected countries may be required to get authorised in the country they want to run ads in. To do this, they must confirm their identity, provide more information about their organisation to place "Paid for by" disclaimers on ads and have their ads entered into the public Ad Library for seven years.

When creating campaigns that include ads about social issues, elections or politics, at the beginning of the ad buying process, make sure that you select "I'm creating a campaign for ads in a Special Ad Category". If you're not authorised, you'll be prompted to complete the process. If you do not select the Special Ad Category, and we determine that your campaign includes ad(s) about social issues, elections or politics, the campaign will be disapproved.

When an advertiser tries to run an ad with a "Paid for by" disclaimer that targets people in a selected country, we use a variety of signals to determine whether the ads are coming from an authorised user in the same country they're trying to run issue, electoral or political ads in by checking for information about people, ad accounts and Pages. If there is a discrepancy in this information, or our signals indicate that the person editing or creating the ad is located outside the targeted country, the ad will be disapproved.

• Advertising Standards
• Discriminatory practices
• Be authorised to run ads about social issues, elections or politics
• How ads about social issues, elections or politics are reviewed