Review process · Ads in review
Why is my Meta ad stuck in review?
In review means Meta is checking the ad against its Advertising Standards before it runs; Meta says most ads are reviewed within 24 hours, though some take longer. Check the status at every level in Ads Manager, avoid edits that restart the review, and look in Business Support Home if it ends in a rejection.
Why a review takes longer
- The ad was just created or edited. Meta’s review starts automatically after you create or edit an ad, and the status shows In review until it finishes.“In review” in the Delivery column of Ads Manager.
- Repeated edits while the ad is waiting. Changes to targeting, creative (images, text, links or videos), optimization or the billing event start a new review.“Swapping the image twice in an afternoon to see if it speeds things up.”
- The review needs to look at more than the copy. It can cover targeting, the landing page or other destination, Special Ad Categories and advertiser permissions.“A campaign that should be in a Special Ad Category, or an ad that needs written permission.”
- The account’s history. Meta says it may consider an advertiser’s past compliance with the Advertising Standards when deciding whether an ad needs further review.“An ad account with several recent rejections.”
- It is not actually review. Processing, Preparing or Scheduled are different statuses with different causes.“Processing” after a bulk edit, or a start date set for next week.
What to do while you wait
- Check the Delivery column at campaign, ad set and ad level. Meta notes a campaign can look active while an ad set or ad is still In review after recent changes.
- Confirm it is In review and not Processing, Preparing or Scheduled. Meta says some updates can sit in Processing for up to 8 hours, and a scheduled ad will not deliver until its start date.
- Stop editing creative, targeting, optimization or the billing event while you wait, because each of those starts a new review. Changes to bid, budget or ad set schedule do not.
- Use the wait to check the ad and landing page against the Advertising Standards, so a rejection does not follow. Our free checker at /check estimates policy risk in copy and creative; it is not Meta’s decision.
- If you need the ad to start on a set date, build and submit it early with a scheduled start, so review happens before launch.
- If the review ends in a rejection, read the reason in Business Support Home before you change anything.
If the review ends in a rejection
- If the long review ended in a rejection, read the reason in Meta Business Support Home and check the ad, targeting and landing page against that policy.
- If the ad breaks the rule, edit it or create a new compliant ad; an edited ad goes back into review automatically.
- If you believe the rejection is wrong, request another review in Business Support Home. Meta aims to decide within 48 hours, and a second rejection of the same ad cannot be appealed again.
- Do not duplicate the ad again and again or split it across new ad accounts to get it through. Severe or repeated violations can restrict the account.
Check your next ad before you upload it
Paste the copy and add the image or video. The free checker scores the rejection risk, points to the exact words at fault and the Meta policy behind each one, and suggests a safer version. It estimates risk; it isn't a decision from Meta.
Likely to be rejected. Fix the flagged lines before you upload.
This supplement ad combines a personal-attribute callout, a specific weight-loss result, guaranteed results, clickbait and a URL shortener, so it is very likely to be rejected.
Are you struggling with belly fat? Our gummies helped Maria lose 12 kg in 3 weeks!!! See the before and after pics. Doctors hate this one trick.
GUARANTEED RESULTS
https://bit.ly/slim-offer
6 issues found · tap a highlight to jump to it
“Are you struggling with belly fat?” · primary text
The ad asserts a personal characteristic about the viewer by addressing them directly about a body condition.
Fix: Our gummies are designed to support a healthy metabolism.
“helped Maria lose 12 kg in 3 weeks!!!” · primary text
A specific weight-loss amount within a short timeframe is an exaggerated, unrealistic result, and supplement ads must target 18+.
Fix: Remove the specific result; use a general statement such as 'Part of a balanced routine for healthy weight management.'
“GUARANTEED RESULTS” · headline
Guaranteed results are a prohibited claim for health and weight-loss products.
Fix: Use 'Start your wellness routine today' or remove the claim entirely.
“Doctors hate this one trick.” · primary text
This is classic clickbait, and the triple exclamation marks add to the sensational tone.
Fix: Replace with 'Learn how our gummies fit into a healthy routine.'
“See the before and after pics.” · primary text
Before-and-after comparisons for weight loss are high risk and draw rejection.
Fix: Remove the before-and-after reference and focus on the product's ingredients.
“https://bit.ly/slim-offer” · landing page
URL shorteners hide the true destination and are high risk, and can lead to account-level enforcement.
Fix: Use the full, direct landing page URL on the brand's own domain.
Safer version
Are you struggling with belly fat? Our gummies helped Maria lose 12 kg in 3 weeks!!! See the before and after pics. Doctors hate this one trick.
GUARANTEED RESULTS
Meet our gummies, designed to support a healthy metabolism. Easy to add to your day and made to fit into a balanced routine for healthy weight management. Learn how they fit into a healthy routine.
Start your wellness routine today
Also change: Link: replace the bit.ly shortener with the full, direct URL on your own brand domain, and make sure the landing page has no before-and-after photos, guaranteed-result claims or specific weight-loss numbers. Creative: remove any before-and-after images and any overlay text about kilos lost. Show the product or lifestyle shots instead, with overlay text like "Support your healthy routine". Set ad targeting to 18+.
Questions
How long does Meta ad review take?
Meta says most ads are reviewed within 24 hours, although in some cases it may take longer.
Does editing an ad in review reset it?
Edits to targeting, creative (images, text, links or videos), optimization or the billing event start a new review. Changing the bid, budget or ad set schedule does not.
My campaign says Active but nothing is spending. Why?
Campaigns, ad sets and ads can have different statuses. Meta says your campaign may appear active while the ad set or ad is In review after recent changes, so check every level.
What is the difference between In review, Processing and Preparing?
In review means the ad is being checked against the Advertising Standards. Processing means changes are being applied, which Meta says usually takes minutes but can take up to 8 hours. Preparing means the ad passed review and is being matched to bids and audiences.
Can an ad be reviewed again after it goes live?
Yes. Meta says all ads are subject to re-review at any time, and an ad may not be reviewed against every policy before it starts delivering.
How do I avoid a review delaying my launch?
Submit the ad early with a scheduled start date. Meta says a scheduled ad goes through review once submitted but won’t begin delivering until its start date.
Meta's official pages
- About ads in review (Meta Business Help Center)
- View campaign, ad set or ad delivery status in Meta Ads Manager (Meta Business Help Center)
- Introduction to the Advertising Standards (Meta Transparency Center)
- How to troubleshoot a rejected ad (Meta Business Help Center)
Ad Account Shield is an independent tool. It is not affiliated with, endorsed by or sponsored by Meta.
Related guides
- Rejected after editingWhy approved or edited ads get re-reviewed and rejected, and what to do next.
- Request another reviewWhen and how to ask Meta to look again at an ad you think was wrongly rejected.
- Business Support HomeWhere to see rejected ads, account restrictions and review requests in one place.