Reducing Low-Quality Ads on Facebook

Facebook Business

October 17, 2018

Low-quality ads on Facebook, such as ones that include clickbait or direct people to unexpected content, create bad experiences for people and don't align with our goal of creating meaningful connections between people and businesses. We are now going further in our efforts to limit low-quality ads on our platforms by disapproving more of them and reducing distribution for more ads in our auction.

Avoid low-quality attributes

Our Advertising Policies include restrictions on ads with low-quality or disruptive content. These ads typically have some of the below characteristics:

• Engagement bait: Ads with spammy content asking people to engage with it in specific ways, such as requesting likes, comments and shares

Example of Engagement bait low quality ad

• Withholding information: Ads that purposefully withhold information to entice people to click in order to understand the full context

Example of Engagement bait low quality ad

• Sensationalized language: Ads that use exaggerated headlines or command a reaction from people but don't deliver on the landing page

Example of Engagement bait low quality ad

Reduced distribution

With our expanded enforcement on the above characteristics, advertisers should expect the following:

• Individual ads with low-quality attributes will see reduced distribution in our ad auction, or will be disapproved. This applies to all advertisers, but since we tend to see more of these characteristics in ads related to media, entertainment, politics or issues of national importance, they may be impacted more.
• Multiple ads flagged with low-quality attributes may impact the performance of all ads from that advertiser.

For more details on types of ads to avoid, visit our Advertiser Help Center.

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