Imagine this: You're about to launch a major campaign. You've got the creative ready, the budget allocated, and your team is standing by. You hit submit on your Facebook ads and... rejection. Then another. And another.
The average marketer wastes 6-8 hours per week dealing with ad rejections. That's over 300 hours per year—nearly two full months of productivity lost to avoidable mistakes.
But what if you could catch 95% of policy violations before Facebook ever sees your ad? That's exactly what this comprehensive checklist does. It's the same system used by agencies managing millions in ad spend to ensure compliance before submission.
Why You Need a Pre-Submission Checklist
Facebook's ad review system processes millions of ads daily using a combination of AI and human reviewers. While the system has improved, it's still prone to both false positives and legitimate catches that could have been prevented.
The cost of not using a checklist:
- Lost time: 2-24 hours per rejection (review, fix, resubmit, wait)
- Lost revenue: Every hour your campaign isn't running costs money
- Account risk: Multiple rejections can flag your account for stricter review
- Team frustration: Nothing kills momentum like constant rejections
- Opportunity cost: Time spent fixing rejections could be spent optimizing campaigns
A systematic pre-submission checklist eliminates 90%+ of these issues. Let's dive into the complete 2025 checklist.
The Complete Facebook Ad Policy Checklist
Category 1: Ad Copy Compliance
☐ No personal attribute targeting in copy
Avoid using "you" when referencing age, race, religion, health conditions, sexual orientation, financial status, or criminal history. Use third-person language instead.
Example: "Are you over 50?" → "For people over 50"
☐ No exaggerated or unsubstantiated claims
Claims like "lose 30 pounds in 30 days" or "guaranteed results" require substantiation. If you can't prove it with clinical studies or data, don't claim it.
☐ No profanity or inappropriate language
This includes obvious profanity, sexual innuendo, and language that could be considered offensive to any group.
☐ Grammar and spelling are correct
Poor grammar can trigger low-quality content flags. Use proper capitalization (avoid ALL CAPS except for acronyms).
☐ No misleading or clickbait headlines
Your headline must accurately represent what users will find on your landing page. "You won't believe what happened next" style headlines are prohibited.
☐ No fake urgency or scarcity
Countdown timers that reset for each visitor, false "limited time" offers, or fake stock levels are prohibited. Only use genuine scarcity.
Category 2: Image & Video Compliance
☐ No before/after images showing physical changes
This is the #1 image violation. Don't show weight loss, muscle gain, skin improvements, or any physical transformation. Focus on product images or lifestyle shots instead.
☐ No shocking, sensational, or graphic content
Avoid images showing pain, distress, medical procedures, injuries, or anything that could be considered disturbing.
☐ No excessive skin or suggestive imagery
Images shouldn't focus on body parts, show excessive cleavage, or be sexually suggestive. This applies even for fitness and fashion brands.
☐ Text overlay is minimal
While the 20% rule is officially gone, ads with heavy text still perform worse and face scrutiny. Keep text on images to a minimum.
☐ Images are high quality and professional
Blurry, pixelated, or low-quality images can trigger rejection. Use high-resolution images (at least 1080x1080 for feed ads).
☐ No copyright or trademark violations
Ensure you have rights to all images, logos, and brand names used. Don't use competitor logos or celebrity images without permission.
☐ Videos don't auto-play with sound
If your landing page has video, it shouldn't auto-play with sound. This is a user experience violation.
Category 3: Landing Page Compliance
☐ Landing page loads quickly (under 3 seconds)
Test your page speed using Google PageSpeed Insights. Slow pages can cause rejection and hurt your ad performance.
☐ No intrusive pop-ups or interstitials
Pop-ups that block content immediately or force email signup before viewing content are prohibited. Wait at least 3-5 seconds or use exit-intent pop-ups.
☐ Landing page matches ad promise
If your ad promotes a specific product or offer, users should land directly on that page—not a generic homepage. The headline and offer should match.
☐ All links work (no 404 errors)
Test every link on your landing page. Broken links signal low quality and can cause rejection.
☐ Privacy policy is accessible
Your landing page must have a clearly visible privacy policy link, especially if you're collecting personal information.
☐ Content is original and substantial
Thin content, scraped content, or pages that are mostly ads can be rejected. Provide real value and original content.
☐ Mobile experience is optimized
Over 80% of Facebook users are on mobile. Test your landing page on mobile devices to ensure it's fully functional and easy to navigate.
Category 4: Targeting Compliance
☐ No discriminatory targeting
For housing, employment, and credit ads, you cannot target by age, gender, zip code, or other protected categories. Use Facebook's Special Ad Category.
☐ Age restrictions are appropriate
Alcohol ads must target 21+, gambling 18+, etc. Set minimum age requirements based on your product and local laws.
☐ Location targeting complies with local laws
Some products (supplements, CBD, financial services) have location-specific restrictions. Verify you can advertise in your target regions.
Category 5: Product/Service Compliance
☐ Product is not prohibited
Verify your product isn't on Facebook's prohibited list: tobacco, weapons, illegal drugs, adult products, counterfeit goods, etc.
☐ Restricted products have proper disclosures
Alcohol, supplements, financial services, and online pharmacies require special disclosures and may need pre-approval.
☐ Health claims are substantiated
Any health, medical, or wellness claims must be backed by scientific evidence. Include disclaimers like "Results may vary" and "Consult a doctor."
☐ Financial services comply with regulations
Loans, credit cards, insurance, and investment products must include required disclosures (APR, terms, risks) and comply with local financial regulations.
☐ Political ads are properly labeled
Political and social issue ads require authorization and must include "Paid for by" disclaimers. This includes ads about elections, social issues, and advocacy.
How to Use This Checklist: Step-by-Step Workflow
Having a checklist is one thing—using it effectively is another. Here's the exact workflow used by top-performing agencies:
Step 1: Create Your Ad (But Don't Submit Yet)
Build your complete ad in Facebook Ads Manager—copy, images, targeting, landing page URL—but stop before hitting submit.
Step 2: Run Through the Checklist
Go through each category systematically. Don't skip items—even if you think they don't apply. The most common mistakes happen when we assume something is fine.
Pro tip: Print this checklist or save it as a PDF. Physically checking off items reduces the chance of missing something.
Step 3: Test Your Landing Page
Open your landing page in an incognito window on both desktop and mobile. Click through as if you're a customer. Check load speed, test all links, and verify the experience matches your ad promise.
Step 4: Get a Second Set of Eyes
Have a colleague review your ad using the same checklist. Fresh eyes catch things you might miss. This is especially important for high-budget campaigns.
Step 5: Use AI Pre-Checking (Optional but Recommended)
Tools like AdSafe AI can scan your ad against Facebook's policies in seconds, catching violations you might miss. Think of it as spell-check for ad compliance.
Step 6: Submit with Confidence
Once you've checked everything, submit your ad. Keep a record of which ads you've checked (use a spreadsheet or project management tool) so you can track your rejection rate over time.
What to Do If You Still Get Rejected
Even with a thorough checklist, rejections can still happen. Facebook's AI isn't perfect, and sometimes legitimate ads get flagged. Here's what to do:
1. Don't Panic or Resubmit Immediately
Resubmitting the exact same ad rarely works. Take a breath and read the rejection notice carefully.
2. Identify the Specific Violation
Facebook usually tells you which policy was violated. Cross-reference this with the checklist to understand what went wrong.
Common rejection reasons and quick fixes:
- "Personal attributes" → Change "you" language to third-person
- "Low-quality or disruptive content" → Check landing page speed and pop-ups
- "Misleading claims" → Add disclaimers or remove exaggerated language
- "Adult content" → Review images for suggestive content or excessive skin
3. Make Specific Changes
Don't just tweak one word and resubmit. Make clear, substantial changes that address the violation. Document what you changed so you can learn from it.
4. Request Manual Review (If Appropriate)
If you genuinely believe your ad complies with policies, request a manual review. Be professional and specific:
5. Learn and Adapt
Keep a rejection log. Track what got rejected and why. Over time, you'll develop an intuition for what works and what doesn't in your specific niche.
⚠️ Warning: Account Health Matters
Multiple rejections can flag your ad account for stricter review. If you get 3+ rejections in a short period, slow down and be extra careful with your next submissions.
Repeated violations can lead to account restrictions or even permanent bans. Prevention is always better than cure.
Advanced Tips for Power Users
Create Ad Templates
Once you find ad formats that consistently get approved, save them as templates. This speeds up your workflow and reduces the chance of introducing new violations.
Build a Swipe File of Approved Ads
Use Facebook Ad Library to find successful ads in your niche. Study what they're doing right and model your ads after proven winners.
Test Variations Simultaneously
If you're unsure whether an ad will be approved, create 2-3 variations with different copy or images. Submit them all at once. This way, if one gets rejected, you have backups ready to go.
Stay Updated on Policy Changes
Facebook updates its ad policies regularly. Subscribe to Facebook's Business News updates and check the Ad Policy page quarterly to stay current.
Get the Printable PDF Checklist + AI Policy Checker
Download our FREE Rescue Kit with a printable version of this checklist, 37 rejection reasons with fixes, and instant access to AdSafe AI—the tool that checks your ads before Facebook does.
Join 12,000+ marketers who've eliminated 90%+ of their ad rejections
Real Results from Using This Checklist
We've shared this checklist with hundreds of marketers. Here's what they're saying:
"We went from 15-20 rejections per month to just 1-2. This checklist saved our team probably 30+ hours per month."
— Sarah M., E-commerce Marketing Manager
"I was about to give up on Facebook ads because of constant rejections. This systematic approach changed everything. Now I submit with confidence."
— James T., Fitness Coach
"The landing page section alone was worth it. We had no idea our pop-up timing was causing rejections. Fixed it and our approval rate went from 60% to 95%."
— Michael R., Agency Owner
Final Thoughts
Facebook ad rejections are frustrating, time-consuming, and expensive. But they're also largely preventable with the right system.
This checklist represents years of experience managing millions in ad spend across hundreds of accounts. It's the same system used by professional agencies to maintain 95%+ approval rates.
The key is consistency. Don't just use this checklist once—make it part of your standard workflow. Print it out, save it as a bookmark, or integrate it into your project management system.
Every ad you submit should go through this checklist. No exceptions. The 5 minutes you spend checking could save you hours of frustration and thousands in lost revenue.
Your Next Steps
- Bookmark this page or download the PDF version from our Rescue Kit
- Review your current ads against this checklist—you might find violations you didn't know about
- Implement this checklist into your ad creation workflow
- Track your rejection rate over the next 30 days and watch it drop
- Share this with your team so everyone is on the same page
Have questions about a specific checklist item? Join our community at Success AI Hub where experienced marketers share their insights and help each other navigate Facebook's ad policies.