Why Meta rejects ads for financial services, crypto and investments
Financial ads are one of Meta's strictest categories. Here is what review checks and how to prepare your ads.
Updated: · Meta RDP, agency Meta ad accounts since 2023
Short answer: Meta rejects financial ads when they are not declared as a special ad category (financial products and services), when crypto products lack prior written permission or a regulatory licence, or when the copy promises guaranteed returns. An agency ad account does not change these rules: the ads go through the same review.
Special ad categories
Ads for credit, insurance, investments and other financial products must be declared as a special ad category, which limits targeting by age, gender and location.
Crypto
For exchanges, wallets and crypto trading, Meta requires prior written permission or a verified regulatory licence.
Copy that fails
- Promises of guaranteed or fixed returns.
- Get-rich-quick claims and money before/after.
- Calling out a person's financial hardship.
A real example
In the Kings Investors campaign, one of six ad sets was rejected under the financial policy. The agent flagged it in the daily report, the appeal was filed by hand, and the other ad sets kept running.