Facebook is clamping down on ads and what you are allowed to say in them.

  1. Personal words like You and Your:

This pertains to ads that speak too directly to a specific viewer. For example: “Are you a busy mom with no time to make healthy meals for your family?”
The Facebook algorithm can detect too much usage of “you” or “your” language to call out directly to viewers. After all, Facebook recommends that an ad should resemble a friend’s post on the news feed.

What you can do is use stories, testimonials or your personal experiences. Essentially, remove as many instances of “you” and “your” as possible when creating your ad. Instead, find a better way to get the same point across. For example: “Dinner is ready! Meal delivery for busy families on the go.”

  1. AOID CAPS LOCK AND EXCLAMATION MARKS!!!
    Facebook flags ads under their Grammar & Profanity policy when capital letters or any punctuation marks are used in excess.
    Throw some emojis in instead.

  2. Sensitive Topics
    Some topics that are considered sensitive by Facebook include health, weight loss, beauty products, and religion. Facebook closely monitors all these more closely. Some of these fall under the Personal Attributes Policy, Personal Health Policy or Misleading or False Content Policy. Also, avoid pain points or negative words like diet, fat, overwhelm, depression, terrified, etc.

  3. Easy Money Schemes
    Advertising claims that might not be possible for everyone falls under Facebook’s Misleading or False Content Policy. It also may violate the Multilevel Marketing Policy and Prohibited Financial Services Policy. Besides, if a message is too good to be true, Facebook is going to assume it probably is. Likewise, if it is so specific that not everybody can achieve it, that’s a problem too.

That being said, be careful of the language you use because its the easiest way to get your ad rejected. Or after several violations, your account disabled. What you can do is to focus on the benefits of what you’re offering. Offer true income opportunities or business training. Take for example, “Make 6-figures with this groundbreaking opportunity”. Sounds unbelievable, right? That would probably get denied. Facebook’s algorithm will likely accept it this way: “5 Important habits a successful entrepreneur needs to learn”.

  1. Profanity
    Using profanity violates the Facebook Grammar & Profanity policy. The platform protects its family-friendly environment at all times. Imagine a parent beside a child scrolling, only to encounter a four-letter curse word on an ad. Along those same lines, a sexy image and overt language will not fly.
    Remember that Facebook is smart. They can read between the lines of a bunch of “&%#%^” characters and can tell you’re swearing. They know all the sneaky tricks and how to stop it. Keep them clean people!