Meta ad rejected · Re-review of ads
Why was my Meta ad rejected after it was approved or edited?
Meta reviews ads again after certain edits and can re-review any ad at any time, including after people hide, block or report it, so an approved ad can still be rejected. Read the reason in Business Support Home, fix what the edit or the re-review found, then resubmit or request another review if you believe it was wrong.
What usually causes it
- You edited the creative of a running ad. New images, text, links or videos start a fresh review.“Changing the headline from “Shop the range” to “Lose 5 kg this month”.”
- You changed targeting, optimization or the billing event. These also start a new review of a previously scheduled or running ad.“Switching the optimization goal and widening the audience on a live ad set.”
- People hid, blocked or reported the ad. Meta says this negative feedback can select an approved ad for another review.“A comment section full of complaints, then a rejection.”
- Unexpectedly high engagement, a random accuracy check, or signals that something was missed in the first review.“An ad that suddenly took off after a week of normal results.”
- The landing page changed after approval. Meta’s review can include the ad’s destination, and ads remain subject to re-review at all times.“The product page was replaced with a different offer.”
- The first review did not check every policy. Meta says an ad may not be reviewed against all policies before it starts delivering.“An ad that ran for a month before a health claim was flagged.”
How to fix the ad
- Open Business Support Home and read which policy the rejection names. Compare it with what you changed most recently.
- If the edit caused it, put the ad back to wording, creative or targeting that complies, then publish. The edited ad is reviewed again automatically.
- Check the landing page as it is today, not as it was at launch. It must still match the ad and comply on its own.
- Read the comments and feedback on the ad. Complaints often point to a mismatch between what the ad promises and what people get.
- Plan edits in one batch rather than many small changes, since each creative, targeting, optimization or billing-event change starts a new review. Bid, budget and schedule changes do not.
- If you believe nothing in the ad breaks a rule, request another review instead of editing it.
Risky wording, and safer wording
Illustrative examples to show the difference. Always check the full ad, image and landing page too.
| Risky | Safer |
|---|---|
| Changing an approved “Comfortable everyday trainers” headline to “Fix your back pain for good” | Keep the edit to product facts: “Cushioned everyday trainers, now in wide fit” |
| Swapping the landing page after approval to a page with a different offer | Update the ad and the page together, so both show the same offer and price |
| Editing the copy to add “Are you struggling with debt?” | “Free budgeting workshop every Tuesday evening” |
| Adding “Guaranteed results in 7 days” to a running ad | “See how it works in our 2-minute demo” |
If your ad is already rejected
- Read the rejection reason in Business Support Home and confirm whether it relates to your recent edit, the landing page, or the original ad.
- If the ad breaks the rule, edit it or create a new compliant ad. Meta says editing or deleting a rejected ad does not remove the violation from your account.
- If you believe it was rejected incorrectly, keep the ad and request another review in Business Support Home. Meta aims to decide within 48 hours, and deleting the ad may remove that option.
- Do not change the ad or page after approval to show something review would not allow. Severe or repeated violations can restrict the account, not just the ad.
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
Why was my ad approved, then rejected?
Meta says ads can be reviewed again at any time, including at random, after unexpectedly high engagement, or when people hide, block or report the ad. If the re-review finds a violation, the ad is rejected and stops delivering.
Which edits send my ad back to review?
Changes to targeting, creative (images, text, links or videos), optimization or the billing event start a new review. Changing the bid amount, budget or ad set schedule does not.
Will Meta tell me if my running ad is being re-reviewed?
No. Meta says you won’t be notified while an ad goes through another review unless it is found to violate the Advertising Standards.
Does the rejection count against my account?
Meta says a rejection that is successfully overturned on review does not count as an ad violation, and editing or deleting a rejected ad does not remove the violation. Severe or repeated violations can lead to advertising restrictions on the account.
Can I just undo my edit?
Yes, you can edit the ad back to a compliant version and publish it, and it will be reviewed again. You can also create a new compliant ad.
Can your checker catch this before I edit?
Our free checker at /check estimates policy risk in a new headline, text or image before you publish the edit. It cannot see Meta’s review or your ad’s feedback.
Meta's official pages
- Why some ads are approved, then rejected (Meta Business Help Center)
- About ads in review (Meta Business Help Center)
- How to troubleshoot a rejected ad (Meta Business Help Center)
- Introduction to the Advertising Standards (Meta Transparency Center)
Ad Account Shield is an independent tool. It is not affiliated with, endorsed by or sponsored by Meta.
Related guides
- Request another reviewWhen and how to ask Meta to look again at an ad you think was wrongly rejected.
- 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.
- Ad stuck in reviewWhat In review means, how long Meta says it takes, and what restarts it.