The Basics of Meta’s Special Ad Category

In the world of online ads, the “Special Ad Category” introduced by Meta is making a big difference. Subsequently, after an important deal with the US housing department (HUD), there’s a new push to make sure housing ads really match the people they’re meant for, looking at age, gender, and likely race or background. This isn’t just about housing ads, though. It also covers social or political issues, elections, job and credit ads, showing a bigger effort to be fair and avoid bias in ads.

Who Needs to Select It?

If you’re creating ads, you might have to pick the “Special Ad Category.” Here’s when:

• You’re advertising from the US.
• You’re aiming at people in the US, Canada, or some parts of Europe.

Notably, the parts of Europe includes Austria, Azores, Belgium, Bulgaria, Canary Islands, All Channel Islands (Guernsey), All Channel Islands (Jersey), Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, French Guiana, Germany, Greece, Guadeloupe, Hungary, Iceland, Ireland, Isle of Man, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Madeira, Malta, Martinique, Mayotte, Monaco, Netherlands, Norway, Poland, Portugal, Réunion, Romania, Saint-Martin, San Marino, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom, UK sovereign bases in Cyprus (Akrotiri and Dhekeli), Vatican City

Please note not choosing this category when needed could mean your ad gets turned down or disapproved.

Let’s discuss the ads that fall under Special Ad Categories:

Credit opportunities

This includes credit cards, personal or business loans, mortgages, and any other financing.

and,

Employment opportunities

All ads that offer employment, whether full-time, part-time, or internships, come under this category.

and,

Ads for Housing

Any ad related to the sale or rental of homes, apartments, or other residential properties.

and,

Ads for social issues, elections or politics

In certain jurisdictions, ads that advocate for or against a candidate or a current or former elected official fall into this category.

Social Issue Ads:

• Definition: Ads intended to influence public opinion or stimulate discourse on topics potentially sparking public debate in the country where they are broadcasted.
• Examples:
  • Climate change awareness campaigns.
  • Pro or against gun control ads.
  • Discussions surrounding immigration policies.

Political Ads:

• Definition: Advertisements that advocate for or against a political entity or event.
• Examples:
  • Ads promoting a specific mayoral candidate.
  • Campaigns opposing a political party’s ideology.
  • Advertisements lauding a politician’s tenure achievements.

Election Ads:

• Definition: Advertisements directly relating to an imminent election, referendum, or ballot initiative.
• Examples:
  • Campaigns persuading citizens to participate in an upcoming referendum.
  • Discussions weighing the pros and cons of a ballot initiative.
  • Reminders about the importance and date of an impending general election.

For enhanced transparency, you can view detailed information in the ad library pertaining to social, election, or political ads. These details include disclaimer information, page details, cumulative and recent spent on such ads, ad status, estimated audience reach, amount spent for the specific ad, total impressions received, demographics of the viewers, and the geographical regions where the ad was displayed.

Ad Authorization CHECKLIST

Advertisers must undergo an authorization process for ads about social issues, elections, and politics. Moreover, these ads necessitate a “Paid for by” disclaimer. Additionally, all approved ads are retained in the Ad Library for a duration of seven years.

In conclusion, adhering to these guidelines and understanding the nuances of Meta’s special ad categories is crucial for advertisers. Doing so not only ensures the effectiveness and approval of your ads but also promotes fairness and transparency in the digital advertising landscape.