Advertising mobile apps on Facebook

Our Advertising Policies help protect people from poor experiences and create a trustworthy platform where businesses can thrive. Ads are subject to Facebook's ad review system, which relies primarily on automated review to check ads against our Advertising Policies. We use human reviewers both to improve and train our automated systems and, in some cases, to review specific ads. This review happens before ads start running.

Ads are made up of several components, such as images, video, text and targeting information. The ad review system typically reviews an ad's components separately for various types of violations. The ad review process may also extend to an ad's associated landing page or other destination (such as apps).

As part of this review process, apps may be downloaded and reviewed to determine whether promotion of the app violates our Advertising Policies.

Prohibited content: If the system determines that advertisement of the app violates our Advertising Policies, the app will not be allowed to be promoted and ads attempting to advertise a violating app will be rejected.

Examples:

Prohibited financial products and services

Under our Prohibited Financial Products and Services Ads Policy, we will reject advertisement of an app if we detect that the function of the app is to sell binary options as this is a prohibited product. The app will not be allowed to be advertised on our platform and ads attempting to advertise this app will be rejected.

Restricted content:

Ads promoting restricted content, including certain types of apps, must follow all requirements for these policies, such as using compliant targeting settings and/or receiving prior authorisation from Facebook to advertise such content. Ads that do not follow all requirements for their restricted content category will be rejected.

Online gambling & gaming:

Under our Online Gambling and Gaming Ads Policy, advertisers must receive prior permission from Facebook to promote online gambling, and gaming where anything of monetary value is required to play and anything of monetary value forms part of the prize. If we detect that an app involving these activities is being advertised without permission, it will be rejected. Additionally, all ads for online gambling and gaming apps must target people aged18 or older. If an approved advertiser runs an ad that is not using these targeting settings, the ad will be rejected.

If the ad is correctly targeted, the ad will not be disapproved for this reason, but will still need to abide by all of our Advertising Policies.

Apps must comply with our policies in order to utilise monetisation tools on Facebook. Monetised creators, publishers and third-party providers and those that have not been onboarded to a monetisation product may lose the ability to monetise if an app connected to it has violated these policies.

If your app has been determined to be not permissible for advertising, you can request a review if you believe it was incorrectly rejected.

To request another review of your app:

1. Open Ads Manager.
2. Navigate to the rejected ad.
3. Tap the Delivery column.
4. Under the message "Ad can't run: App on digital store restricted from advertising", tap Request review.

Follow the steps to request another review.

While all ads, including those promoting apps, must abide by our Community Standards and all of our Advertising Policies, below are examples of policies that advertisers of apps may find particularly relevant. When we find that the content or functionality of the app violates these or any of our other applicable policies, this will lead to enforcement:

• Adult content must not be the primary content/functionality of the advertised app. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.
• The advertised app must not assert or imply the ability to meet someone, connect with them or view content created by them or be positioned in a sexual way or with an intent to sexualise the person featured in the ad or app.

Prohibited financial products and services:

• Ads must not promote apps featuring financial products and services that are frequently associated with misleading or deceptive promotional practices, including, but not limited to, initial coin offerings, binary options and contracts for difference trading.

Unacceptable business practices:

• Ads must not promote apps using deceptive or misleading practices, including those meant to scam people out of money or personal information.

Dating:

• Ads promoting apps for online dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements and our dating quality guidelines found here.

Online gambling & gaming

• Apps and sites that promote online gambling, and gaming where anything of monetary value (including cash or digital/virtual currencies, e.g. bitcoin) is required to play and anything of monetary value forms part of the prize, are only allowed to be advertised with our prior written permission.