Reference
Meta ad policy glossary
Meta uses a lot of its own vocabulary when an ad is rejected or an account is restricted, and some of the names have changed over time. This glossary explains each term in plain words and links to the Meta page it comes from. It is written by Ad Account Shield, an independent tool that is not affiliated with Meta, so always treat Meta's own pages as the final word.
Advertising Standards
Meta's rulebook for ads. The Advertising Standards set out what ad content is allowed and what is prohibited, and they also describe advertiser behaviour that can lead to restrictions on a Business Account or its assets. Ads must follow Meta's Community Standards as well.
Community Standards
The rules for what is not allowed anywhere on Meta's technologies, not just in ads. Several ad policies, such as Prohibited Commercial Practices and Privacy Violations, say the ad must comply with the matching Community Standard.
Ad review and "In review"
Every ad is checked against the Advertising Standards before it runs. The review starts automatically when you create or edit an ad, relies mainly on automated technology, and is usually finished within 24 hours, though it can take longer. While it runs, the ad shows as "In review" in the Delivery column of Meta Ads Manager. Meta can review an ad again at any time, including after it is live.
- What can be reviewed: images, video and text, targeting, the ad destination (such as a website or Facebook Page), Special Ad Categories and advertiser permissions.
- Changes to targeting, creative, optimisation or billing event start a new review. Changes to bid, budget or ad set schedule do not.
Rejected ad
An ad that Meta's review found to break a policy, so it will not run. You get an email and a link to Meta Business Support Home, where the reason is shown. You can edit the ad, create a new one, or request another review if you think the decision was wrong.
Request a review (another review)
Asking Meta to look again at a rejected ad or a restricted account. For ads, Meta aims to decide within 48 hours and says it relies more on human reviewers for these requests. If the ad is rejected again, you cannot request another review of that same ad. For account restrictions, you must be an admin on the account, the number of review requests is limited, and once the review is complete the decision is final. Meta says requesting a review does not hurt your standing.
Meta Business Support Home
The place in Meta's tools where you see the status of your business portfolios, ad accounts, catalogues and Pages, find out why something was rejected or restricted, request reviews and contact support. Some older Meta pages still call it Account Quality, and the facebook.com/accountquality link now leads to Business Support Home.
Meta Ads Manager
The tool where you create, edit and monitor campaigns. It is where you see an ad's review status, where you edit a rejected ad, and where you choose a Special Ad Category for a campaign. Ads that were running before an account restriction do not restart on their own after the restriction is lifted; you turn them back on in Ads Manager.
Business portfolio
Meta's name for the central place that holds a business's assets, such as Facebook Pages, Instagram accounts, ad accounts and product catalogues, so they can be managed together. If a business portfolio is restricted, it is not allowed to advertise, and its status affects the ad accounts and assets it owns.
Ad account
The account you use to create ads and campaigns, pay for ads and see results. Meta's rules say that if you manage ads for other advertisers, each client must be run through a separate ad account.
Business assets
Meta's term for the things attached to a Business Account: ad accounts, Pages and user accounts. Meta reviews and can restrict the Business Account and these assets, not just individual ads.
Advertising restriction
A limit Meta places on a business's ability to advertise. It can apply to a business portfolio, an ad account, a Page or a personal profile.
- Limits on daily spend or a lower payment threshold
- Loss of access to some payment features
- Loss of access to some advertising features
- Loss of the ability to advertise on Meta platforms
Restriction for unusual activity
A temporary restriction Meta may apply while it investigates unusual activity in a business portfolio, ad account, Page or user account. It can include limited spending, loss of some payment features, being unable to add admins, partners or users, and being unable to create new ad accounts.
Disabled ad account
An ad account that cannot run ads. Meta's pages use the word in two main situations: when an ad account is restricted for a policy violation, its ads and some advertising assets are disabled; and when a payment fails, ads are paused and the ad account is disabled until the amount due is paid. Meta says that if an ad account disabled for a policy violation stays ineligible for reinstatement for 6 months, it cannot be reinstated after that.
Special Ad Categories
Categories you must declare when you create a campaign, because they come with extra requirements. They cover financial products and services, employment, housing, and social issues, elections or politics. Declaring one limits some audience options. If you don't declare it and Meta decides the campaign belongs in one, the ad can be rejected.
- Financial products and services replaced the older Credit category. Since 21 January 2025 it has been required for these campaigns from advertisers based in the United States or showing ads to US audiences.
- For housing, employment and financial products and services ads reaching the US, Canada and certain European countries, options such as age, gender, postcode, exclusion targeting, lookalike audiences and saved audiences are limited or unavailable.
- Ads about social issues, elections or politics may need authorisation and a "Paid for by" disclaimer, and Meta says advertisers cannot create or edit these ads in the European Union.
Prior written permission
Some categories can only be advertised after Meta approves you in advance. The Advertising Standards name, among others, dating services, cryptocurrency trading platforms and related services, and online gambling and games.
Personal attributes
A policy that stops ads from asserting or implying things about the person seeing them, such as their race, religion, age, sexual orientation, disability, physical or mental health, vulnerable financial status or name.
Landing page (ad destination)
Where the ad sends people. Meta's review can include the ad's landing page or other destination, and its Relevance rules say the products and services in the ad must match those on the landing page.
Previously approved ad rejected later
An ad that passed review can be reviewed again and rejected later. Meta lists reasons such as random checks for accuracy, unexpectedly high engagement, and people hiding, blocking or reporting the ad. If you edit a running ad, it goes through review again.
Verification and two-factor authentication
Steps Meta may ask for before you can advertise or to lift a restriction. Business Support Home can ask you to confirm your identity, complete verification or secure your account. Advertisers may also be required to turn on two-factor authentication to publish ads, and Meta may restrict advertising access if it isn't on.
Ad Library
Meta's public record of ads. It shows ads currently running across Meta's apps, and keeps ads about social issues, elections or politics, active or inactive, for 7 years.
Check your next ad before you upload it
The free checker scores the rejection risk, points to the exact words or image at fault and the Meta policy behind each one, and suggests a safer version. It estimates risk; it isn't a decision from Meta.
Questions
Is Business Support Home the same as Account Quality?
Yes, in practice. Meta's Help Center links facebook.com/accountquality as Meta Business Support Home, while some older Meta pages still use the name Account Quality.
What is the difference between a business portfolio and an ad account?
A business portfolio is the central place that holds a business's Pages, Instagram accounts, ad accounts and catalogues. An ad account sits inside it and is what you use to create, pay for and measure ads.
Does deleting a rejected ad clear the violation?
No. Meta says editing or deleting an ad rejected for breaking the Advertising Standards does not remove the violation from your account, and deleting it may stop you requesting another review.
What happened to the Credit Special Ad Category?
Meta replaced it with the Financial products and services category, which has been required since 21 January 2025 for these campaigns from advertisers based in the US or showing ads to US audiences.
Is this glossary from Meta?
No. It is written by Ad Account Shield, an independent tool not affiliated with Meta. Each definition is based on the Meta pages listed below, which are the final word.
Sources
- Introduction to the Advertising Standards (Meta Transparency Center)
- About Meta Business Support Home (Meta Business Help Center)
- About Advertising Restrictions (Meta Business Help Center)
- How to troubleshoot a rejected ad (Meta Business Help Center)
- How to Choose a Special Ad Category (Meta Business Help Center)
- About Ads In Review (Meta Business Help Center)
Ad Account Shield is an independent tool. It is not affiliated with, endorsed by or sponsored by Meta.