Facebook cracking down on ‘low-quality’ ads

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Facebook announced a new set of restrictions for what it considers to be “low-quality ads” on the platform earlier this week.

An example of an engagement bait ad. Source: Facebook.

The network said in a news post that low-quality ads, “such as ones that include clickbait or direct people to unexpected content, create bad experiences for people and don’t align with our goal of creating meaningful connections between people and businesses.”

Facebook will disapprove more of these ads as they are placed on the platform moving forward.

The network defines low-quality ads as those that:

  • Contain clickbait. Ads that ask people to engage with a post will be disapproved.
  • Withhold information purposely.
  • Use sensational headlines.

At Hello Social Co., we already discourage these tactics within a social media strategy, anyway. Clickbait can be seen as inauthentic and impersonal, especially when it comes to marketing your small, local business. Sensational headlines are a pet-peeve of ours, too: Stay away from phrases like “you won’t believe this!” and more.


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