How do I advertise services on Facebook

Advertising guidelines on Facebook - what do I have to consider?

Prohibited vs. Restricted Content

Of course, it's not just the text and incorrect use of the trademarks that are a reason for disapproval for Facebook not to run the ad. There is also forbidden content or "restricted content", which may not be advertised on Facebook or which may only be used to a limited extent.

The prohibited content includes, among other things, illegal products and services that may not be displayed, highlighted or supported. When it comes to content, attention must always be paid to the selected age group, should this be aimed at minors, it must neither exert unacceptable pressure, be misleading, or exploit this age group.

Facebook does not tolerate any kind of discrimination, neither with normal posts and certainly not with advertisements. For example, Facebook says "Ads must not discriminate or encourage people to discriminate on the basis of personal characteristics such as race, ethnicity, skin color, national origin, religion, age, gender, sexual orientation, gender identity, family status, disability, state of health or genetic disease." . For the most part, however, this is also covered by Austrian laws and is inadmissible or punishable.

Tobacco products are also prohibited content, so not only is the advertising of tobacco products prohibited, but also of tobacco utensils. Not only cigarettes, cigars, chewing tobacco and tobacco pipes are affected, but also water pipes or water pipe lounges, cigarette paper, devices for vaporizing tobacco and electronic cigarettes. Anti-smoking campaigns and e-books, advice on nicotine addiction and rehabilitation programs or facilities for smokers are excluded from this, i.e. allowed.

It is the same with tobacco as it is with drugs; the sale and use of illegal drugs, recreational drugs or prescription drugs may be advertised. However, it is different with drug withdrawal programs and self-help groups. It is also worth mentioning that this prohibited content relates to the post text as well as the ad image or video.

The prohibited contents also include: Unsafe food supplements (e.g. anabolic steroids), weapons, ammunition and explosives, or products and services for adults, but there is one exception: namely products for family planning and contraceptives, as long as they do not include sexual enjoyment, or promote sexual enhancement. Thus, this text would be permitted as advertising text for Facebook:

“Safe sex with our branded condoms.” This text complies with the guidelines, provided it is aimed at people aged 18 and over.

However, this one does not:

"Condoms for more enjoyment."

As already mentioned, the content must always be tailored to the age group, but adult content is not allowed at all, not even for an age group over 18. This includes nudity or the representation of people in explicit or ambiguous positions or actions that are excessively suggestive or are sexually provocative. Thus, nudity or implied nudity, even for artistic or educational purposes, is not permitted. Many have probably heard about it in the media.

Of course, Facebook does not want advertisements to violate or violate the rights of third parties, including copyrights, trademarks, data protection, public rights or other personal and property rights. This also means that advertisements must not contain fraudulent, false or misleading content, including deceptive claims, fraudulent offers or business practices.