Did your advertising campaign face a rejection due to an ad rejected personal attributes flag?
Facebook ad policy regarding the Personal Attributes flag is not well explained online, so as someone who has worked at Meta, I’ll be helping you to understand the best practices to avoid getting banned.
One of the most common flags you get when running ads on Facebook is Personal Attributes. You may see Facebook’s automations tell you that you were banned based on an ad rejected personal attributes flag.
Facebook Ad Rejected Personal Attributes
Personal Attributes is a detail about someone that ad copy calls out. Personal Attributes consist of targeting one specific group of people, and singling them out, negatively or positively. If you break this policy Facebook might send you a red alert saying something like, “The ad was declined based on an ad rejected personal attributes flag.”
These attributes can be height, weight, age, gender, financial status, sexual orientation, or belonging to a subgroup. Even if you went to ad conferences like Social Media Marketing World, you will won’t have full answers on FB policies – so I aim to please with this detailed blog today to help you solve this issue.
Ad Rejected Personal Attributes What Experts Say
You may be searching Google, or looking on Reddit threads for answers and seeing guesses. Facebook ad expert Jon Loomer says: “Your ad can’t suggest that you know someone’s race, religion, age, sexual orientation, gender, disability, financial status, medical condition, voting status, or criminal record. It’s not that your ad can’t include information about these attributes, it simply can’t suggest that you know or believe that the targeted user falls into certain groups.”
One of the biggest roadblocks advertisers face when getting hit with a Facebook shut down is not being told why it happened. The rules of advertising when it comes the ole problem-agitate-solution formula don’t work 100% on Facebook. Or they work but only if customized for Facebook ad policy.
Which results in Meta giving you some default warning like: “Unfortunately, the ad did not meet the criteria and was rejected with an ad rejected personal attributes flag.”
You’ve read the policies, but still don’t have answers and are mashing the keyboard like Ron Swanson:
The issue isn’t necessarily what you think it is. In your eyes, the ad felt like something you’d hear around the water cooler in normal conversation. Your ads were bringing in money, satisfying clients, until Facebook tells you: “The rejection of the ad was solely due to an ad rejected personal attributes flag.”
Want to save some time and money, and instead of reading this entire article just get a solution? Schedule a complimentary discovery call on my calendar here.
Ad Rejected Personal Attributes: Perception
Within the Facebook ecosystem:
What you consider normal may not be perceived the same by the bots that do the flagging within Facebook’s ecosystem. That’s why things get tricky. You keep resubmitting the ad, hitting that button over and over like
You may feel your ad copy sounds normal – but if you want to follow the Facebook ad policies, you gotta frame your copy specifically for Facebook’s website Or face a ban telling you, “Unfortunately, the ad did not meet the criteria and was rejected with an ad rejected personal attributes flag.”
That’s why I’ll let you know some reasons why your Facebook ad may have been rejected for the Personal Attributes flag.
Top 3 reasons why your Facebook ads are rejected
Here are the top 3 reasons why your Facebook ads were rejected for personal attributes:
1. You targeted a specific group of people too specifically
2. Your ad copy made Facebook users feel bad
3. The way you phrased something that is compliant triggered a ban
POLICIES
When I worked supporting Facebook’s remote access tools for a global staff, often content reviewers would have to take down violent content that was literally call-the-police level.
Just because you are, *mostly* compliant, doesn’t stop the billions using Facebook everyday from abusing it.
Ad Rejected Personal Attributes: Reality
Because of the scale of both advertisers and everyday Facebook users, Facebook has to have policies that are enforced in broad strokes. That’s why it feels like it’s impossible to follow them all, in reality, it’s easier than you think once you get down to brass bolts.
Advertising Standards
Facebook just wants you to not be a troll, hacker, or violent guerrilla warfare instigator. The problem is how you come across is inspected on a minute level. The advertising standards are in place to ensure bad actors don’t ruin Facebook for both advertisers and the general public.
Facebook Ad Policy Personal Attributes: GENERAL GUIDANCE
This list sounds deceptively simple. You’re thinking, “How hard can it be to follow these 4 bullet points?”
Well, it can be harder than it sounds because a machine is the one interpreting your ad copy as compliant or ban worthy. (Check out my article Facebook ad account disabled next steps).
What “Text referencing or alluding to personal attributes or characteristics of the targeted group or individual,” means, is if you are calling out a specific smaller sub group of people you can get the Personal Attributes flag.
So, the balance is, hitting the pain points, but not getting too graphic, or else Facebook will say something like, “the ad was declined because of an ad rejected personal attributes flag.”
Ad Rejected Personal Attributes: FB Philosophy
To avoid hearing Facebook ad support say, “The review team identified an ad rejected personal attributes flag, leading to the rejection of the ad,” you’ll need to know Facebook’s philosophy.
Facebook’s philosophy here is that if you are being too negative about a small enough group of people, they’ll leave Facebook, feeling too singled out. And Facebook loses a lot of ad money if people leave Facebook for a competitor platform.
While there can be tons of flags, people in the weightloss niche will see an ad rejected personal attributes flag playinf a crucial role in as disapprovals, unless it’s reworded.
You and Your are tricky pronouns, because they do specifically call out the viewer. So, you’ll need to be extra careful with how you use these 2 words. Especially if you single out an attribute of your target audience negatively AND use “you” or “your.”
Facebook Ad Policy Personal Attributes: RACE OR ETHNICITY
This is a great example of what not to say. When you use the word “other” you are dehumanizing (aka “othering”) a select group of people. Facebook doesn’t like that because it sounds bad.
Navigating Facebook’s Advertising Policies as a Business is a good read too if you’re looking to go from ignorance on Facebook ad policy to having some clarity.
What we’re trying to avoid is bigger bans. Because an ad rejected personal attributes flag can contribute to your overall policy score as a business.
Facebook Ad Policy Personal Attributes: RELIGION
If you’re paying attention you may start to see the pattern – meeting “other” Buddhists isn’t allowed. Saying a specific group of individuals after “you” isn’t allowed.
Did you already say something that got your Facebook ad account disabled?
Don’t get ripped off! Read How to Recover Facebook Ad Accounts now
If you’ve been shutdown a lot but never got answers, you’re like one of my clients, Steve Martinez, Vice President of Apollidon Learning.
“Trevor took us through the process of getting one of our University of Texas ad accounts reinstated (within minutes). He offered some critical insights to why our Facebook Ad Account was disabled and shared options to reduce our chances of future issues. We have a better understand of how the algorithm works and know exactly what to do and say if our account gets disabled again.”
Want to see how I can help you? Schedule a free discovery call here. Or, if you’re in a rush, prepay for your consulting call and skip the line.
Facebook Ad Policy Personal Attributes: AGE
Ever hear the expression, “Never ask a woman her age?” Well, Facebook feels that way times 1000.
Some of my clients have included skin care companies, and they often have run into issues talking about looking younger or older. It’s a really fine line here. As you can see saying “teenagers” is allowed, as well as “seniors” but definitely not combining “you” and “younger.”
You don’t want your entire Facebook Business Manager shut down just due to an ad rejected personal attributes flag. But it can happen if you get a large quantity of rejections in a short amount of time. Education here on FB policy is prevention.
Or, you could just schedule a call with me to add clarity, simply click here.
Ad Rejected Personal Attributes: Best Practice Tip
A good thought exercise before writing ad copy about age, is to say, “Would a person, sensitive to their age, get offended in any way by my ad copy?”
Filter your ad copy through that and you’ll have a better chance avoiding the ban hammer.
SEXUAL ORIENTATION OR PRACTICES
It’s generally a good idea to not talk about sexuality on Facebook in any context. But definitely don’t say “Are you gay?”
And, you can see from the reoccurring theme like 80s nostalgia and Stranger Things, once again, don’t use “other” before identifying a specific group of people.
It’s much better to go 3rd person. That’s a safer route than saying, “you” “your” or “other.”
Already completely banned?
If you are running ads and spending $100K a year or more on ads, I can help with that.
Facebook Ad Policy Personal Attributes: GENDER IDENTITY
This is one of the newest Facebook Policy Personal Attributes flags that came out, very recently. According to Facebook, you can say “Come meet transgender singles.”
Ad Rejected Personal Attributes: Tip
But if I were you, I’d avoid doing so. It’s a hot topic, very divisive, and the machines at Facebook want to eliminate any ad that may put Facebook in a bad light. While it’s allowed right now within 6 months Facebook will impose stricter automations that will severely flag you for saying “meet transgender singles.”
Something Facebook won’t tell you about ad restrictions
Something Facebook won’t tell you about ad restrictions, is ad rejected personal attributes flag can be the reason behind the decline of both organic reach and paid reach.
I know you’re like:
But, it’s true. If you have too many ad rejections, one thing Meta does before a ban, is start suppressing reach. Organically at first. Then, Facebook suppresses the reach of even your paid ads. You’re saying, “But if I’m PAYING for reach, how can Facebook suppress it?”
If Facebook ultimately decides your brand has a more negative effect on the Feed, and a consistent pattern of Facebook ad policy violations, they’ll limit the reach you pay for, before eventually full on banning you.
Want to avoid or recover from a ban? Schedule a complimentary call here.
PHYSICAL OR MENTAL HEALTH AND DISABILITY
It’s clear these are some hot topic issues, from medical problems, to emotional you must be very careful how you talk about this on Facebook.
Ad Rejected Personal Attributes: Tip #2
You can see that the pattern continues of not directly asking with “you” about someone’s personal attribute. It’s much better to use the 3rd person perspective here rather than 2nd person.
VULNERABLE FINANCIAL STATUS
One of the most common businesses to get flagged for vulnerable financial statuses are loan companies. Also, car accident personal injury attorneys also get hit with the Personal Attributes flag.
Ad Rejected Personal Attributes: Tip #3
I’m sure at this point, you’re starting to understand that on one level, the general idea about Personal Attributes is to not negatively call out details about your target audience.
I’d suggest not using Facebook as your platform if you intend to sell crypto or forex type products. And look at your ad copy to make sure it doesn’t sound like you are, or you risk getting flagged.
Are you hacked? Blame Facebook for the pop up you clicked, and are mad af that you’re getting no help at all? Read the ultimate guide on what to do if you get hacked here.
As you can see, Facebook policy is pretty specific. And to get more granular, it applies differently to each attribute.
Facebook Ad Policy Personal Attributes: VOTING STATUS
Attributing ownership of a ballot to a Facebook user here isn’t allowed, whereas the 3rd person “Learn about voter registration” is kosher. The same goes with identifying a Facebook user in your target audience by voter registration card.
Facebook Ad Policy Personal Attributes: MEMBERSHIP IN A TRADE UNION
Do trade unions use Facebook ads much? I’ve never seen a Facebook ad about this but I’m not in a union. You’ll read above that Facebook isn’t not cool with advertising dissing Union reps – with “your” preceding it.
Ad Rejected Personal Attributes: Compliance Tip
A better version of this ad copy would be something like, “Issues with a Union rep?”
Facebook Ad Policy Personal Attributes: CRIMINAL RECORD
Asking someone if they are felon is not a great icebreaker. If felons are your target audience, perhaps rethink your target audience (do they make a lot of money after being released from jail?)
Ad Rejected Personal Attributes: Automation Tip
Even the first Facebook-approved copy example would still get you flagged. Asking, “Services to clean up any previous offenses” in reality, would get you flagged by Facebook’s bots even if Facebook’s official policy says it won’t. Because it’s triggered another policy, instead of just Personal Attributes – but unrealistic claims.
This is where Facebook tends to frustrate advertisers and businesses alike – because above Facebook says you can create ad copy about “previous offenses” but I guarantee you the automations will still flag and shut you down. If not at first, later they will.
Ad Rejected Personal Attributes Tip #4
It’d be better to partner up with a vertical who already serves this clientele, that has their email addresses, like a probation company, do a JV or just buy an email list and create a custom audience from it and/or Lookalike audience.
Facebook Ad Policy Personal Attributes: NAME OR IDENTIFICATION
I didn’t even know this was a thing until I was hit with Facebook ads using my personal name – idk who sold my data, Shopify or something – and the company offered me personalized quilts with my name. Bad targeting on their part and against Facebook ad policy.
So, it’s only a matter of time before they are shut down unless they change to a new tactic.
Ad Rejected Personal Attributes: Tip #5
Asking for someone’s Driver’s License in a Facebook ad is likely to get you on the radar, as that’s a little too personal to ask for that info.
That’s like saying, “Hey buddy, comment on this Facebook ad with your social security number, credit card number and billing zip!”
Examples of violating ads with personal attributes
Hopefully these examples give you a better idea of what Facebook will flag you for. The “Alternative ideas” are almost all useless because they are too vague.
If you need help rewriting ad copy to be compliant with Facebook I offer a prescreen service – book a discovery call here.
Getting the Language Right in Your Facebook Ad
There are a few techniques you can use to ensure Facebook doesn’t flag you for Personal Attributes. One is to write everything in 3rd person. The other is to use a 1st person testimonial. These are pretty good alternatives than kicking the pain points a bit too hard.
However, you can still get flagged when using the 3rd person if you are too specific with who you call out with pain points. So, be careful there.
Determining Why Your Ad was Rejected
I have a process that has worked 100% of the time for identifying why a Facebook ad was rejected – but that’s because I’ve worked at Facebook for many years.
Ad Rejected Personal Attributes: Tip #6
If you don’t know someone like me with this experience, skill and context, then I’d suggest taking a good look at the ad copy in your ad above the creative, below the creative as far as the headline goes, as well as your website.
Do the litmus test: Ask yourself, “If I was someone who got easily offended at any remark, positive or negative about myself, would this ad copy be on the line for a flag?”
Looking through that lens can help you identify potential Personal Attributes flags.
Fun fact: Facebook doesn’t flag as seriously on landing page outside of the Facebook platform, when it comes to Personal Attributes. Does that mean you say whatever the hell you want like a drunk Gilbert Godfrey (RIP)?
The answer is no, you’ll still get flagged if you negatively call out an attribute too specifically on your website. But, there is a little more wiggle room on an LP. Keep reading below for more details on Landing Pages (LPs).
Facebook Ad Policies and Landing Pages
Facebook | Meta has a list of verbatim words programmed into their automations and if you trigger this on your lander, yes, you’ll still be flagged. Despite your expectations, the ad gets declined because of an ad rejected personal attributes flag.
Ad Rejected Personal Attributes: Stats
Is Facebook still worth advertising on? Well, per investor news on Meta, Facebook has 3.070 billion monthly active users.
That’s a lot of marketing potential and revenue you’re leaving on the table, when a few micro adjustments can get you compliant.
Ad Rejected Personal Attributes: Tip #7
On landers, some words NOT allowed above a Facebook ad creative in the ad ON Facebook, are in a grey area on your landing page. Meaning, if everything else in your funnel IS compliant then, you can get away with a little bit more on your website than on Facebook itself.
Meaning because, simply said, Facebook.com is prime real estate 100% owned by Zuck | Parent Company Meta. Your website is yours, but if it’s connected to Facebook ads, you’ll have some scrutiny. For more info read How to Fix NonFunctional Landing Pages
Ultimately, when you run ads on a social media site like Facebook, you’ll run the risk of getting a disabled Facebook ad account. And sometimes the rejection notice will cite an ad rejected personal attributes flag as the reason.
Having trouble defining where that line exactly is for what you can and cannot say? This is my zone of genius, schedule a free discovery call here.
Avoid Using Words like “You” and “Other”
I hope I’ve beaten it into your minds enough that you really don’t want to say “you” that much in an ad. Yes, you can say you and your in the 3rd person, but only a specific number of times before you get banned for Personal Attributes flags.
And with “other” I would just not say that at all before naming a group of people you’re targeting.
Use Third-Person Narrative
For those non-English major types, 3rd person perspective is they, them, POVs. Not “you” but from a 3rd person point of view. This will be a lot less risky than overdoing it on the personal pronouns. And you want to minimize risk when advertising on Facebook, because more risk equals more money lost.
This is especially true given how fast Facebook changes their policies. Just recently, breaking news happened where the “News” tab is being removed from Facebook in certain countries.
Apparently, the number of people using Facebook News in Australia and the U.S. has dropped by over 80% last year. People don’t come to Facebook for news and political content — they come to connect with people and discover new opportunities, passions and interests. And see your ads of course, as long as they are compliant without a Facebook ad rejected personal attributes issue.
Use First-Person Testimony On Landing Page
A good rule of thumb to incur social trust from strangers visiting your website from an ad, is to include testimonials on your lander. When someone who doesn’t know you, sees people similar to themselves recommending your product or service, you’re more likely to get a sale.
This also helps with staying compliant with the Personal Attributes policy and avoiding an ad rejected personal attributes flag.
Facebook Ad Account Restriction FAQ
Frequently Asked Questions
1. How to fix ad account disabled on facebook
Your first step should always be to stop active ads running with the same copy as the rejected ad, then audit your funnel for flags, and appeal using the strategy outlined in the appeal section of the FAQs
2. How to enable my disabled facebook ad account
If you have a spare ad account in your Facebook Business Manager that you can run ads from, feel free to. BUT, identify the micro and major flags FIRST, so as not to repeat the same mistake.
3. How to appeal a disabled facebook ad account
As far as how to appeal a disabled Facebook ad account, you’ll get 48 hours to make your appeal. The best strategy is to communicate to Meta | Facebook that:
A. You understand WHY you were banned.
B. You are committed to following the policies from here on out.
C. You have identified and REMOVED the offending content from your funnel.
You can also get some top tips on facebook ad policy in this complimentary eBook: Top 5 Reasons Agencies Fail at Facebook
4. how to get disabled ad account up and running
Depending on how long your ad account was disabled, sometimes, if your appeal is written correctly, the appeal itself CAN potentially get you reactivated, if you understand to communicate with Facebook ad support correctly.
5. How Many Policy Violations Before Account is Shut Down?
Typically, it’s a 1 to 10 ratio. For every single rejected ad that you get, you’ll want 10 Facebook ads that are approved. After a pattern of behavior is established by machine learning, from Meta’s automations, you may spiral rapidly into Facebook jail if your ratios aren’t correct. 3 consecutive ads getting rejected risks your ad account getting disabled. But, it also depends on how severe the ban is.
And, if this still all seems too confusing, your clients are yelling at you to get ads live to bring in money, simply schedule a complimentary Facebook discovery call here
6. How to remove restriction on facebook ad account
As far as removing a restriction on a Facebook ad account, if we’re talking about a disabled ad account, well, you can rehabilitate your funnel and then appeal, possibly getting it reactivated if you do this SMART (I have methods that work if you’re in the appeal window). But as far as removing a restriction from Facebook ads, see the previous FAQ answer: you need to get in a positive approval-cycle ratio.
7. how long does facebook take to review restricted ad account
Now, ask yourself, is it an election year? Have there been over 20,000 Meta employees laid off? Did you word your appeal using specific language Facebook ad support can and will respond better to? These are the factors in play. Typically, you get an answer within a week. If you have a more severe ban or are in the special ad categories, you may get an answer faster but it won’t be one you like. Severe bans end up as permanent restrictions and they deliver that ban hammer faster than other lighter Facebook ad policy restrictions.
8. how to fix your access can’t be reinstated because too much time has passed since we restricted your account
In a situation like this, your recovery options depend on what is banned:
a) Facebook Ad Account
b) Facebook Business Page
c) Facebook Business Manager
d) Facebook profile
So, each one may have a different recovery option, depending on your situation, and type of ban it is, as well as your particular niche or business’s vertical, and the health of the accounts before the ban. Want to get a pathway to get Facebook ads live? Schedule your complimentary discovery call here.
9. How To Get Your Disabled Facebook Ad Account Back
First, let me also address the elephant in the room: personal and emotional attachments to disabled ad accounts. I’ve worked with tons of Fortune 500 level companies, and the amount of hair pulling and FML-ing over ONE ad account being disabled, is incredible. Sometimes, it’s faster, and cheaper, to just start a new ad account, and relaunch, rather than recover a tainted asset.
That being said, the same answer applies here to the instructions above, for appeals
10. How to unblock your Facebook ad account
Now, unblocking an ad account, may be possible if you get in fast enough with the right kind of messaging to Facebook ad support. While they are the gatekeepers, and don’t have any real power, they CAN talk to the right folks who, if you word your appeal right, can unblock your Facebook ad account. And of course, if you need next-level assistance, I’m always available to chat and see if it’s a good fit here.
How to appeal for a disapproved Facebook & Instagram ad?
This is a great technique for Facebook ban-proofing your ads. (So is my prescreen service). You are safer the more you are able to use the 3rd person, and avoid saying things like, “Want to lose weight off your fat a$%? Click Learn More!”
If you haven’t had a chance yet, read my break down of Common Facebook Ad Policy Violations [Explained]
Even if you spent a week reading Facebook’s Ad Policies you’d still be at risk of a shut down for Personal Attributes simply because there are ways Facebook’s bots flag you that Facebook isn’t transparent about.
Generally speaking, your ads have to follow a 1000 more rules than you are actually told about.
BUT – don’t miss out on an opportunity to never have to get flagged again.
What if you had a guarantee that your ads were compliant before they went live on Facebook? What if you knew 100% without guessing why your ad account was disabled? What if you knew why your Facebook ads were blocked and had a path to get ads live again?
Keep reading for these answers and more:
New Solution to Facebook Ad Policy Violations
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