Thunder's helpful how-to on Facebook auditing

1. Facebook Auditing Process
Tips and tricks to help social campaigns pass audit
● Before ads show up on Facebook (or Instagram), they’re reviewed by people at
Facebook to make sure they meet their Advertising Policies. This typically takes 24
hours.
● Facebook will check your ad's images, text, targeting, and positioning, in addition to the
content on your ad's landing page. Your ad may not be approved if the landing page
content isn't fully functional, doesn't match the product/service promoted in your ad or
doesn't fully comply with our Advertising Policies.
● What happens if my Facebook creatives are rejected?
○ Thunder will be notified of any Facebook creatives that are rejected. Our
Rejected-Creatives team will then reach out via email with the appropriate
information and how to fix it.
○ Once the creative issues are fixed, and the campaign is re-submitted, the
creatives will be sent to Facebook to be audited again. The creatives must pass
audit to serve in Facebook. We will notify you again if the creatives fail to pass
audit.
○ Note: it is important to submit campaigns at least a week before your desired
start date to allow for the creative audit process to transpire.
● Preventing Rejected Creatives on Facebook.
○ Facebook’s Auditing standards can be very different than with other advertising
distribution partners. For that reason we have included some information below
about what type of creative’s are commonly rejected, and how to fix them.
● Thunder guidelines for making effective social campaigns
○ Getting your creatives to pass audit is just one aspect of an effective social
campaign.
Guidelines to help Facebook creatives pass audit
Below are some examples of Facebook rejected creatives we commonly see, and steps to take to help
your creatives pass audit.

2. Prohbited Creative Content
● TARGETING THE VIEWER’S ATTRIBUTES
○ Facebook does not allow ads to refer to a viewer’s attributes within the headlines or
descriptions.
○
● How to fix:​ We recommend focusing on your product or service, rather than the audience.
● Other Examples
Rejected
(Focuses on viewer’s attributes.)
Passed
(Focuses on product or services)
“Have you been arrested?”
“Are you a Convicted Felon?”
“Law services to meet your needs”
“Meet XYZ singles like you” “Meet XYZ singles”
“Are you Broke? Bankrupt?” “Financial services”
“Injured at work or in an auto accident?” “Medical Services provided”
● PLAY BUTTON
○ FB does not allow ads that may falsely lead a viewer to think there's additional
functionality.

3. ○
○ How to fix:​ Remove the video controls such as play, pause, fast forward or rewind
buttons from your image.
● HIGHLIGHTED PAIN POINTS
○ Ads should clearly reflect the product or service being advertised rather than focus on
someone's body. Using images that highlight pain points typically evokes a negative
reaction from viewers.
○
○ How to fix:​ Use an image that focuses clearly on your product or service.
● TOO MUCH TEXT
○ FB will restricted the ad from running penalty is restricting the ad from running.

4. ○
○ How to fix:​ Reduce image text, or use an image with no text, to make sure your ad
reaches its audience.
● SHOCK AND SCARE
○ Facebook doesn’t allow images may shock or evoke a negative response from viewers.
○
○ How to fix:​ We suggest using a different image that reflects the product or services
being used, rather than images like these.
● BEFORE AND AFTER PHOTOS
○ Facebook doesn’t allow images that show before and after results.

5. ○
○ How to fix:​ Use a different image that does not have before and after results in it.
● IDEALIZED BODY IMAGE
○ Images that show a type of body as being perfect or undesirable (ex: focusing on abs,
belly fat, teeth, etc) are not accepted.
○
○ How to fix: ​Use a different image that does not reflect body attributes in any way.