Running successful Facebook lead ad campaigns requires more than just compelling visuals and offers—it demands adherence to Facebook's stringent advertising policies. A common stumbling block for advertisers is the rejection of lead forms that contain prohibited or sensitive keywords. Words like "address" and "job title" may seem harmless, but their inclusion can lead to immediate disapproval of your ads. Facebook’s policies are designed to protect user privacy and ensure compliance with data collection regulations, which means advertisers must tread carefully when crafting questions for lead forms. In this article, we’ll explore the types of phrases Facebook flags, why they’re restricted, and how you can reframe your questions to collect the information you need without violating policy.
Here’s a list of keywords and phrases that Facebook will likely reject when used in lead ad forms due to their strict advertising policies:
Restricted Personal Information Keywords:
Address
Job title
Social Security Number (SSN)
Bank account
Credit card number
Driver’s license
Passport number
Date of birth (DOB)
Medical information
Marital status
Ethnicity
Religion
Political affiliation
Income level
Gender identity
Sexual orientation
Criminal history
Insurance number
Potentially Sensitive Phrasing:
Household income
Mortgage balance
Home value
Health conditions
Mental health
Genetic information
Religious practices
Veteran status
Employment history
Debt amount
Best Practices to Avoid Rejection:
Use generalized language such as:
Instead of "Address," use "Preferred Location."
Instead of "Job Title," use "Occupation Type."
Avoid asking for sensitive details and focus on broader questions like "Tell us about your goals" or "What services are you interested in?"
Why Facebook Restricts Certain Phrases in Lead Ad Forms
Facebook restricts certain phrases in lead ad forms to protect user privacy, ensure compliance with global data protection laws, and maintain trust among its users. Here’s a breakdown of the key reasons behind these restrictions:
1. Privacy Concerns
Facebook prioritizes user privacy and aims to limit the collection of sensitive personal information through its platform. Asking for data like "address" or "date of birth" in lead ad forms can make users feel uncomfortable or vulnerable, reducing their willingness to engage with ads. By restricting such phrases, Facebook minimizes potential misuse or unauthorized sharing of private data.
2. Compliance with Data Protection Regulations
Strict data protection laws, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S., place legal obligations on companies to limit the collection of sensitive information. Facebook’s restrictions help advertisers comply with these regulations, reducing the risk of legal penalties for both the platform and its users.
3. Preventing Discrimination and Bias
Certain phrases, such as "ethnicity," "religion," or "gender identity," can lead to discriminatory practices in targeting or data collection. Facebook enforces these restrictions to promote fairness and inclusivity, ensuring that ads don’t unintentionally marginalize or exclude specific groups.
4. Maintaining Platform Integrity and Trust
Facebook’s success as an advertising platform relies on user trust. If users feel that their personal information is being collected unnecessarily or exploited, they may lose confidence in the platform. By enforcing strict guidelines, Facebook ensures a safe and trustworthy environment for its users.
5. Reducing Risk of Fraud and Identity Theft
Sensitive information like "social security number," "bank account," or "driver’s license number" can be exploited for fraud or identity theft. Facebook’s restrictions on these keywords help prevent the platform from being used for malicious purposes, safeguarding both users and advertisers from potential legal and financial repercussions.
How Walled Garden Protects Users
Understanding why Facebook restricts certain phrases in lead ad forms is crucial for creating compliant, user-friendly campaigns. By respecting these guidelines, advertisers can not only avoid ad rejection but also build stronger trust with their audience, leading to better engagement and higher-quality leads. Walled Garden has built-in notifications alerting users of the use of a potentially restricted or high-risk phrase.