Meta ad rejected · Dating
Why was my Meta dating ad rejected?
Meta only allows dating ads from advertisers with its prior written permission, targeted to people 18 and over, and it rejects dating ads that are sexually suggestive, transactional, about affairs or that imply personal attributes. Get permission first, then rewrite the creative around what the service does and resubmit or request a review.
What usually triggers it
- Running ads for online or offline dating, matchmaking or dating facilitation without Meta’s prior written permission.“Download our app and start matching with singles tonight.”
- Targeting that can reach people under 18.“A dating app install campaign set to ages 16 to 40.”
- Copy that asserts or implies the viewer’s religion, ethnicity, age, sexual orientation or other personal attribute. These are Meta’s own examples of violating language.“Are you single & Christian?” or “Meet other seniors.”
- A sexually suggestive emphasis or a focus on sexual encounters, including near nudity or implied sexual activity.“No strings, no small talk. Find someone for tonight.”
- Transactional relationships, where dating is exchanged for money or something of monetary value.“Meet generous partners who will cover your bills.”
- Offers to facilitate affairs or infidelity.“Married but bored? Discreet dating for people who are taken.”
- Suggesting people will meet fictitious individuals, or using selfies, blurred or pixelated photos in the creative.“A blurred photo with the text ‘Unlock to see who likes you’.”
How to fix the ad
- Check whether your product counts as dating. Online or offline dating, matchmaking and dating facilitation, such as dating profile management or dating aggregator services, all do. Meetup apps without matchmaking and shows or games about relationships do not.
- If it counts, apply for Meta’s prior written permission using Meta’s dating application form before you run anything. Meta says its policy team aims to reply within 30 days.
- Set every dating ad set to 18 and over. You can check this under Age in the Audience section of the ad set in Ads Manager.
- Rewrite any line that tells the viewer who they are. “Date Hindu singles online” and “A service for seniors” are allowed; “Meet other seniors” and “Are you single & Christian?” are not.
- Remove sexual framing, near nudity, selfies and blurred or pixelated images, and only show what the service really offers. Do not suggest people will meet profiles that are not real.
- Check the landing page for the same issues, then run the copy through our free checker at /check. It estimates policy risk; it is not Meta’s decision.
Risky wording, and safer wording
Illustrative examples to show the difference. Always check the full ad, image and landing page too.
| Risky | Safer |
|---|---|
| Meet other black singles near you. | Meet singles online. |
| Are you gay? Do you want to meet other singles? | Gay dating online. |
| Meet other seniors. | A dating service for seniors. |
| Hot singles want to meet you tonight. | Create a profile and browse matches near you. |
| Find a partner who will pay your rent. | Find someone who shares your interests. |
If your ad is already rejected
- Read the reason in Meta Business Support Home (formerly Account Quality) or in the rejection notice. Check whether it is about missing permission, targeting or the creative.
- If you do not have written permission yet, apply first. Editing the creative will not fix an ad rejected because the account is not approved for dating.
- If the creative or targeting is the problem, edit the ad in Ads Manager or create a new compliant one. An edited ad goes back into review automatically. Do not delete the rejected ad if you might request a review.
- If you believe the ad was wrongly rejected, for example a meetup app with no matchmaking, request another review in Business Support Home. Meta aims to decide within 48 hours, and if it is rejected again you cannot request another review for that ad.
- Do not relabel a dating app as a social or meetup app to get round the permission rule. Editing or deleting a rejected ad does not remove the violation, and 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
Do I need permission to run dating ads on Facebook and Instagram?
Yes. Ads for online or offline dating, matchmaking and dating facilitation need Meta’s prior written permission, which you request through Meta’s dating application form.
How long does dating ad permission take?
Meta says its policy team aims to contact you with a decision within 30 days of your request.
Is my friendship or meetup app a dating ad?
Not if it has no matchmaking elements. Meta lists social apps without matchmaking, such as meetup apps, and entertainment about relationships as outside the dating policy, though the rest of the Advertising Standards still apply.
Can I advertise a dating service for a specific community?
Yes, if you describe the service rather than the viewer. Meta gives “Gay dating online.” and “A service for seniors.” as compliant, and “Are you single & Christian?” as violating.
What age do dating ads have to target?
18 and over. Meta requires all dating ads to target people 18 or older, even after you have permission.
Which dating services can’t advertise at all?
Meta does not allow dating services focused on sexual encounters, transactional relationships such as mail-order brides, affairs or infidelity, or connections with fictitious people.
Meta's official pages
- Dating Ads (Meta Transparency Center)
- About Meta's advertising policy on dating (Meta Business Help Center)
- Best practices for dating ads (Meta Business Help 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
- Personal AttributesWhy “you” copy about a viewer’s health, age, finances or identity gets Meta ads rejected, and how to rewrite it.
- Clickbait and low qualityClickbait headlines, “you won’t believe…”, “tag a friend” and shouting in capitals.
- Landing page problemsBroken pages, ad-to-page mismatches, redirects, pop-ups and risky page content: why Meta rejects the ad and how to fix the page.