Ad review and rejected ads

Meta reviews ads before and sometimes after they run. The review checks the ad’s images, video, text, targeting, and the landing page against Meta’s advertising standards. It combines automated systems with human reviewers. If an ad fails, it shows as Rejected or Disapproved and stops delivering.

How review works

Review starts when you publish or edit an ad. Most ads clear within about a day, though Meta’s current guidance says some take longer. An ad that was approved can be pulled later if a recheck finds a violation or a user reports it.

Editing a live ad usually sends it back into review. Large edits to creative or copy are a common cause of a status change, so batch your changes.

Common reasons for rejection

Meta publishes its full policy list. The reasons advertisers hit most often are:

• Personal attributes. Copy that implies you know a person’s health, finances, or identity, such as “Are you struggling with debt?”
• Misleading claims. Exaggerated results, before-and-after images, or guarantees that cannot be backed up.
• Restricted products. Categories such as supplements, alcohol, or financial products that carry extra rules or require authorization.
• Special ad categories. Credit, employment, housing, and social issue ads must be declared. See special ad categories and policy.
• Landing page problems. A broken page, a mismatch with the ad, or missing policy pages.
• Text and image issues. Low quality, offensive, or sensational content.

What to do after a rejection

1. Open the ad and read the stated reason and the policy it cites.
2. Compare the flagged element against that policy. The cause is often a single phrase or image.
3. Edit the ad to remove the issue and resubmit it. This is usually faster than an appeal.
4. If you believe Meta reviewed it wrongly, use the Request review option. Add context only if the form allows it.

Do not resubmit the same rejected ad repeatedly, and avoid creating many near copies to slip past review. Repeated violations affect your account standing, which can lead to account restrictions and a lower feedback score.

Reducing rejections

Write about the product, not the viewer. Keep claims you can substantiate. Check that the landing page loads and matches the offer. Keep a record of which creative variants were approved, so you can reuse safe patterns. For sensitive categories, read the policy before you build the creative rather than after.

How YieldBI helps

YieldBI’s AI creative generation produces variants quickly, so a rejected ad can be replaced with an alternative while you handle the appeal. It does not guarantee approval, since Meta makes that decision.