Advertise on social media – what is allowed?

There are many rules to adhere to when it comes to advertising and posting on social media. Basically, you're not allowed to:

• promote products or activities that are illegal or demonstrate gross violence
• target minors promoting products, services or content that is inappropriate, illegal, unsafe, exploitative, misleading or puts pressure on the age group in question
• promote the firearms industry, whether its about sales or information about use
• use ads containing nudity, sexually challenging or provocative content

Be sure to review the rules in your country and the platform you plan to post/advertise on carefully to avoid having your ads rejected, and creating extra work for yourself.

Below we have collected a couple of important points to review when designing text, images and messages when it comes to Facebook, but which also extend across other social media in general.

Less than 20% text in image

Previously, there was a rule which dealt with the fact that ads with text that exceeded 20% of the image in the ad were penalized. Since the fall of 2020, Facebook has changed this and no longer penalizes such ads, but still recommends not exceeding this limit. This is because Facebook claims that these ads work better. Our advice is to A/B-test this.

Target groups and assumptions 

If the product/service you offer is only available to an age group over, for example, 18, make sure to exclude minors from your ads. You want to make sure that your ads reach the right users and don't promote pressure for a group that doesn't have, or can access, what you offer.

Make sure that it does not appear that you assume anything about the target group, you must not write, for example, "Are you tired of your allergy?" It then seems that you assume that your target audience suffers from allergies. Instead, highlight the benefits of your product/service and how it differs from similar products/services. Never act like you know anything about the person reading the ad.

Personal attributes

Consider keeping the ad free of identifying attributes about a person or group in society, whether it's race, age, gender identity, origin, religion or belief, disability, criminal background, medical background, or financial situation, to name a few areas.

What is allowed on social media within the beauty care segment

Marketing of products and services must be designed in such a way that it is clear that it is advertisement for these. When it comes to beauty care and health in particular, there are several aspects to take into account. Read more about what is allowed for this particular industry here: What is allowed in beauty care on social media.

Unlikely results and promotion of negative thoughts

Ads must not contain before and after images that contain unexpected or improbable results. You may not present content that promotes negative self-perceptions with the goal of being able to promote health-related products, diets or weight loss. The goal should never be about making someone feel worse about their own self-image, the goal should focus on empowering individuals and telling them about your offer in an inclusive way.

Illegal products and prescription drugs

You may not promote products or activities that are illegal. Targeting minors may not be done to promote products, services or content that is inappropriate, illegal, unsafe, exploitative, misleading or puts pressure on the age group in question.

Illegal, prescription or recreational drugs/medicines may not appear in ads for sales or information about use.

What does the Medicine Act say about the marketing of prescription drugs?

Informing about treatment and publishing prices on a website where you do not specify discounts or the like is okay because its considered that the reader has sought out the information himself. However, you may not advertise the name of the medicine itself. Enticing the purchase of prescription drugs is not permitted on social media, regardless of how this advertising is designed. Discounts and offers of prescription drugs are also not allowed on a website.

What do you do if the ad is rejected?

1. Find out why the ad was disapproved. You will find the information under Account Quality. Tip! Turn on notifications so you don't miss out if this happens! You can find this information under the Business info section in Ads Manager.
2. Either create a new ad that complies with the rules, or request a review of your ad if you suspect that your ad was mistakenly rejected. You can only send your ad back for review once.

Ideas on what you may need to change if your ad has been rejected

• The image/video
• The copy
• The landing page or destination of your ad

Summary

When creating an ad, keep this in mind:

• Who am I talking to? The target group is not only important for getting the right message to the right person, but also comes with responsibility, specially when it comes to younger target groups.
• Is what I say true? You must not promote products or services that do not exist or work, what you say must be true and you must not twist the truth or embellish reality.
• Does what I say adhere to ethical and moral rules? You must not pressure anyone or make anyone feel bad or less worthy. Mental health is as important as physical health and you must not contribute to either physical or mental illness. You must also not take advantage of ongoing crises to promote either brand or products.
• What does my ad look like? Do you stick to the 20% text rule? Is the grammar and word choice correct and appropriate? Does the image fit what I want to tell and is it adapted to the target group?