Facebook Ad Rejected: Personal Attributes Policy and How to Fix It
Quick fix
Facebook ad rejected, personal attributes cited? Your ad asserts or implies something about the person seeing it, such as their health, age, religion, money problems or name. Rewrite the copy to describe your product's benefits instead of the viewer. "New diabetes treatment available" is allowed; "Do you have diabetes?" isn't. Then save and resubmit.
- Find any line that asserts or implies something about the viewer.
- Check images too: the policy covers the whole ad.
- Rewrite around what the product does.
- Use "you" only without a personal attribute attached.
Can't fix it yourself? Send me the details
What this error means
Meta doesn't let ads assume things about the people who see them. Questions like "Are you bankrupt?" or phrases like "Meet other seniors" imply the advertiser knows something personal. The fix is copy that talks about the product, not the reader.
Meta's policy bans ad content that states or hints at a personal attribute of the viewer.
Why it happens
1A question aimed at the viewer
"Do you have diabetes?" and "Are you bankrupt?" are Meta's own examples of rejected copy.
How to tell if this is you: The ad asks the reader about their health, money, age or beliefs.
2"Other" or "you" tied to an attribute
"Meet other seniors" implies the viewer is a senior, while "Meet seniors" is allowed.
How to tell if this is you: The copy uses "other", "you" or "your" next to a personal attribute.
3Implying you know about them
Ads can't imply the advertiser knows someone's personal attributes or those of their family.
How to tell if this is you: The ad sounds like it was written for one specific person.
How to fix it
- Describe the product or service and its benefits.
- Keep "you" and "your" away from health, age, money and other listed attributes.
- Passing references to gender, age groups or age ranges are allowed.
- Edit the ad. It goes back for review automatically.
How to appeal or request a review
Request another review only if you believe the ad was incorrectly rejected. If the rejection is overturned it does not count as an ad violation.
- Go to Business Support Home.
- Select the account or catalog with the rejected ads.
- Select the ads, ad sets or campaigns you believe were incorrectly rejected.
- Click
Request reviewand selectSubmit.
What not to do
- Don't delete the rejected ad first: you may lose the ability to request another review.
- A second rejection is final for that ad. You will not be able to request another review of it.
How long it takes
Meta aims to review and give a decision on a review request within 48 hours.
How to stop it happening again
- Write about the product, not the reader.
- Check every draft for questions about the reader's health, money or identity.
From my desk
My go-to rewrite is to stop addressing the person and describe the offer instead. A line that implies I know something about someone's health, finances or identity becomes a line about the product and who it suits in general terms. It reads a little less pointed, but it avoids the policy problem.
Muhammed Abdul Kalam
When to get help
- You've edited the ad and requested a review and it is still rejected, and you can't see what triggers it.
- Several ads in the account are being rejected and you are worried about an advertising restriction.
- The product or service sits in a regulated category and you are not sure what Meta allows.
Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.
Send me the detailsFAQs
What counts as a personal attribute on Facebook?
Race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health, vulnerable financial status, voting status, trade union membership, criminal record and name.
Can I use "you" in a Facebook ad?
Yes, as long as it is not attached to a personal attribute.
Can I mention age at all?
A passing reference to gender, age groups or age ranges is allowed.
What is an example of a compliant health ad?
"New diabetes treatment available" is allowed. "Do you have diabetes?" is not.
Does a personal attributes rejection count against my account?
Editing or deleting the ad doesn't remove the violation. If a review overturns the rejection, it doesn't count as a violation.