The Importance of Text in Facebook Ads
Facebook does pay attention to the text in ads, particularly when it comes to potential ad policy violations. Advertisers who operate in gray niches or promote content that pushes boundaries might think that as long as their visuals and links don’t trigger red flags, they’re in the clear. However, Facebook’s review systems analyze every aspect of the ad, including the written content.
This is particularly true for higher-spend accounts. If you’ve just started running ads and aren’t spending much, you may get by with minimal issues initially. But as your ad budget increases, so does the scrutiny your ads will face. Facebook’s algorithms, powered by AI, become increasingly vigilant as more money is poured into campaigns. The more you spend, the more thorough the review process becomes.
How Facebook Evaluates Ad Text
Facebook uses a combination of AI-powered automated systems and human reviewers to ensure ads comply with their advertising policies. Here’s how they evaluate ad text:
- Automated AI Review: Facebook’s system scans for keywords and phrases that could signal a violation. If you’re making exaggerated claims—such as “Lose 20 pounds in a week” or “Guaranteed returns on investment”—the ad will likely be flagged for review. These systems also monitor for specific patterns in text that have historically been linked to violations.
- NLP (Natural Language Processing): Facebook’s AI doesn’t just look for keywords; it also uses NLP to understand the context of your ad copy. For instance, if your ad implies unrealistic promises, even subtly, it could be flagged.
- Human Review: If an ad is flagged by the AI or falls into a gray area, it will undergo manual review. Human reviewers assess whether your ad violates Facebook’s policies, particularly when dealing with sensitive topics like financial products, health claims, or political issues.
The Role of Ad Account History
For businesses with a higher spend on ads, Facebook also evaluates the history of your ad account. If you have a clean track record and adhere to their policies, you might have more leeway. But repeated violations can lead to increased scrutiny, and eventually, ad rejections or account restrictions.
How to Avoid Text-Related Ad Rejections
To avoid issues with Facebook ad moderation, it’s essential to follow some best practices:
- Stick to factual claims: Avoid making exaggerated promises about results, whether it’s related to health, finances, or product performance.
- Adhere to community standards: Make sure your text doesn’t violate any Facebook community standards, especially if you’re working in a sensitive or gray niche.
- Use disclaimers where necessary: If you’re dealing with products or services that need extra clarity, include relevant disclaimers to avoid being flagged.
Key Factors in Text Moderation
- Misleading or Exaggerated Claims: Facebook prohibits making exaggerated promises, particularly related to financial gains, health improvements, or social proof (e.g., “You will definitely lose 20 pounds in a week” or “Guaranteed income with zero risk”). Such claims are flagged for verification or rejected outright.
- Prohibited Content: Ads that promote illegal substances, weapons, adult content, or other restricted materials will automatically trigger a rejection. Even innuendo or suggestive language in text can result in an ad being blocked.
- Disallowed Phrases: Terms like “click here,” “free,” or “limited-time offer” can also trigger alerts for spammy or overly promotional content. While not banned outright, excessive use of these terms in misleading contexts is flagged.
- Political and Social Issues: Text relating to social issues, elections, or politics must follow strict guidelines, including disclaimers on who paid for the ad. Ads that don’t meet these criteria are automatically flagged or rejected.
For a deeper dive into overcoming ad account blocks and getting insights on navigating Facebook Ads more effectively, check out Facebook vs. Your Business: How to Overcome Ad Account Blocks.
What Are Stop Words in Facebook Ads and Why Should You Avoid Them?
Stop words are terms or phrases that trigger Facebook’s ad review system. They are particularly sensitive in certain niches like gambling, cryptocurrency, and health, and using them can result in your ad being flagged or even banned. Even though some ads containing these words may initially pass moderation, they are often later flagged or lead to ad account restrictions. To avoid unnecessary scrutiny, it’s better to keep these words out of your ads.
Common Stop Words to Avoid
Gambling (Gambling-Related Niches)
Facebook is very strict when it comes to gambling, and using certain words can lead to quick rejections or bans. Avoid these words:
- Casino
- No risk
- Profit
- Earn Money
- Get rich
- Cash
- Buy
- Win
Health and Wellness (Nutra)
In the health space, especially when dealing with supplements or weight loss products, avoid making grandiose claims about results. Words to steer clear of include:
- Weight loss
- Eliminate
- Cure
- Quickly
- Without pain
- Diet
- Thin
- Lose weight
- Fat
- Depression
- Stress
- Anorexia
- Images showing “before and after” comparisons.
Cryptocurrency
The crypto space is another sensitive area. Although some campaigns may slip through the cracks, these terms often trigger Facebook’s review system:
- Crypto
- Cryptocurrency
- Trading
- Bitcoin
- Dogecoin
- Investment
- Work from home
- Quit your job
- Quick money
- Great opportunity
Why Does Facebook Ban Ads for Using These Words?
Facebook wants to maintain a positive experience for its users. Ads using these terms may be seen as misleading, harmful, or controversial, which violates their advertising policies. The platform’s goal is to minimize exposure to potentially harmful or risky products or services, ensuring the content aligns with community standards.
Testing is Crucial
At Numeral Digital, we’ve learned through extensive testing that it’s not always obvious which aspects of an ad will be flagged by Facebook’s AI. As a result, A/B testing different versions of your ad copy—both subtle and more distinct variations—is key to finding out which works best without violating guidelines.
Learn more about the key lessons from our experiments with Facebook Ads in 8 Years with Facebook Ads: Key Lessons from $5000 in Experiments.
Conclusion
In the world of Facebook ads, it’s easy to underestimate the importance of the text component. Whether you’re in a gray niche or simply running high-budget campaigns, the text matters as much as the imagery. Facebook’s AI and human moderators are increasingly focused on maintaining ad quality, and that means evaluating everything from your claims to the tone of your copy.
If you’re not sure whether your text complies with Facebook’s guidelines—or you’re facing repeated rejections—let Numeral Digital help. We specialize in optimizing ads for compliance and performance. Reach out to our team, and we’ll ensure your campaigns are both effective and fully aligned with Facebook’s policies.