Personal Attributes and Ad Rejections

This is a primary reason for ad rejections: Personal attributes.

Here’s what you need to know…

When This Matters

Your ad cannot “assert or imply the personal attributes of the viewer of an ad, such as their race or age.”

Here’s a list of prohibited personal attributes…

• Race
• Ethnicity
• Color
• National origin
• Religion
• Age
• Sex
• Sexual orientation
• Gender identity
• Family status
• Disability
• Medical or genetic condition
• Physical or mental health (including medical conditions)
• Vulnerable financial status
• Voting status
• Membership in a trade union
• Criminal record
• Name

Examples

Here’s an example that Meta gives related to disabilities…

The problem isn’t mentioning or referring to any of these attributes in your ad. The problem is asserting or implying that you know the personal attributes of the viewer of your ad. That’s where it gets creepy (think of when an ad calls you by your name), and no one wants that.

Here’s another example. You can promote your business that helps people get out of debt, but you can’t have copy that says “We can help you finally get out of debt.” It implies that the person viewing the ad is having financial troubles.

Instead, your copy can cover your services and how you’re able to help people, but you can’t imply that you know that the person viewing the ad is in trouble.

This is also where words like “you” and “your” can be problematic. These words can be used in your copy in most cases, but once they’re used in relation to a personal attribute, it becomes a problem.