Why it happens
Second-person questions
Second-person questions
"Are you depressed?", "Struggling with debt?", "Tired of your acne?" Each one asserts the reader has the problem.
Implied membership
"Meet other single dads" or "For people managing diabetes" implies the reader is in the group. The word "other" alone triggers it.
The image says it
A photo of someone visibly unwell next to "relief is here" can imply a condition without a single risky word.
Names and financial status
Calling out low income, bad credit or a person’s name in copy falls under the same policy.
How to fix it, step by step
Find the "you"
Read the primary text, headline and description. Mark every line that says or implies the reader has a trait.
Rewrite around the product
"Do you have back pain?" becomes "Physical therapy for back pain, booked online." "Bad credit?" becomes "Loans with flexible approval."
Check the creative
Remove before images and captions that point at the viewer’s body, health or finances.
Publish the edited ad
Save the edit. It goes back to review, which usually takes up to 24 hours.
Steps checked against Meta Advertising Standards on privacy violations and personal attributes, and Meta Business Help Center articles on rejected ads.
Sprites fixes this
Or let Sprites fix it
Sprites reads the rejection, rewrites the lines that assert a trait, and proposes the corrected ad. You approve it before anything publishes.
What Sprites does
- Reads the review feedback and the current primary text, headline and description of the rejected ad.
- Proposes a corrected copy with the rewritten text. The image or video and the ad set carry over, the copy starts paused and the original is paused.
- Switches the corrected ad on after you have seen it.
What it doesn't do
- File the appeal in Account Quality
Questions
What counts as a personal attribute on Meta?
Race, ethnicity, religion or beliefs, age, sexual orientation, gender identity, disability, physical or mental health, financial status, voting status, union membership, criminal record and name.
Can I use the word "you" at all?
Yes. "You can book online today" is fine. The problem is "you" attached to a trait, like "your anxiety" or "you have bad credit".
Can I still target people with that interest?
Targeting is a separate question. The policy is about what the ad says to the person seeing it.
Why does "meet other seniors" fail but "meet seniors" pass?
The word "other" implies the reader is a senior. Without it, the ad just describes who is on the service.
Should I appeal instead?
Only if no line asserts or implies a trait. Most personal attributes rejections are correct, and a rewrite is faster.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.