My Facebook Ad Keeps Getting Rejected
Writing Copy That Actually Gets Approved
If you've ever spent time crafting a Facebook ad, only to have it rejected minutes later, you're not alone. Meta’s ad approval system is strict – and increasingly powered by AI. Even a well-meaning ad can get flagged for using the wrong phrasing or tone. Over the past five years managing Meta Ads for brands with budgets from £5 to £1000 a day, I’ve seen the same mistakes crop up time and again — and the good news is, most of them are easy to fix. In this post, I’ll break down the most common reasons ads get rejected and share exactly how to write compliant, conversion-focused copy that still sounds like you.
Words to Avoid in Your Meta Ads
Protect your ad performance and approval by using compliant, confident language.
Facebook (Meta) has strict advertising guidelines. Even well-meaning copy can be rejected if it includes certain phrases or tones that go against their policies.
By taking time to understand what to avoid helps you write clearer, more effective ads, and ensures they get approved and delivered properly.
This section covers the most common language pitfalls, and gives you practical alternatives you can use in your own ad copy.
1. Personal Attributes
Meta doesn't allow ads that make assumptions about the person reading them. Speaking too directly to someone’s identity or situation can cause your ad to be rejected.
Avoid:
“Are you a busy mum with no time for yourself?”
“Do you hate how you look?”
“Struggling to lose weight?”
Try instead:
“Designed for busy family life.”
“Feel confident in your skin.”
“Practical tools to help you stay active.”
Tip: Use inclusive language, not direct statements about someone’s personal situation. Share a story, describe a benefit, or let your customers’ words do the talking.
2. Sensitive Topics
Topics like weight, beauty, health, and emotional wellbeing are heavily moderated. Focus on positive transformation, not pain points.
Avoid words like:
Diet, fat, exhausted, depressed, overwhelmed, terrified, ashamed
Try instead:
“Feel balanced and energised.”
“A fresh approach to self-care.”
“Support that fits into your everyday routine.”
Tip: Instead of focusing on what your customer wants to fix, focus on how they’ll feel after using your product or service.
3. Excessive CAPITAL LETTERS and Punctuation!!!!!!!!
Meta may flag ads that use too much punctuation or capitalisation. These can make your ad feel spammy or aggressive.
Avoid:
“CLICK HERE NOW!!!”
“THE BEST DEAL EVER!!!”
“STOP WHAT YOU’RE DOING!”
Try instead:
“Start growing your business with confidence.”
“A simple system designed for small business owners.”
“Practical steps you can take today.”
Tip: You don’t need to shout. Be clear and direct, not dramatic.
4. Profanity and Explicit Language
Swearing, suggestive phrases, and offensive slang are all against Meta’s grammar and profanity policy – even if you try to mask them with symbols or characters.
Avoid:
Swear words
“Clever” character swaps (e.g. @#$%)
Sexualised or suggestive language
Tip: Keep it clean, especially if your audience includes parents, professionals, or younger users. Think “friendly feed scroll,” not late-night headline.
5. Unrealistic Promises or Financial Claims
Meta rejects any copy that overpromises results or suggests guaranteed success, especially in financial or business-related ads.
Avoid:
“Make six figures in six weeks”
“Change your life overnight”
“The only system you’ll ever need to get rich”
Try instead:
“Learn the habits of successful entrepreneurs”
“Practical tools to grow your business online”
“Realistic, proven strategies you can start today”
Tip: Focus on helpful, achievable outcomes rather than hype. Your credibility (and ad approval) depends on it.
Check Your Own Ad Copy
You can use the prompts below to review and refine your ad.
Hook (First Line):
Is it compliant and free from personal assumptions?
Core Message:
Is it focused on benefits, not pain points?
Is the tone realistic and helpful?
Call to Action:
Is it clear and non-aggressive?
Overall Tone:
Professional
Supportive
Positive
Aligned with Meta’s policies
Final Tip:
Meta doesn’t just review your ad copy – they also look at your landing page, domain name, and overall message. Make sure the entire journey is consistent, clear and compliant.
Don’t Sweat It!
Navigating Meta’s ad policies can feel frustrating at first — especially when you’re just trying to promote something genuinely helpful. But once you understand what the platform is looking for (and what it’s trying to avoid), writing compliant copy becomes second nature.
Save this post, come back to it when writing new ads, and if you’ve signed up for The Meta Ads Starter Kit, use it alongside your scroll-stopping ad workbook to make sure your copy is not only engaging, but fully approved and ready to perform.