Get documents about "Product Guide for Brand Advertisers
Document Sample
Product Guide for
Brand Advertisers
1
The Facebook Mission
Give people the power to
share and make the world
more open and connected
Introduction
At Facebook, everything we do is about making the world more open
and connected. We think this is having a profound impact on the way
we relate to the people, communities and institutions around us.
As such, we use these same principles when developing features,
tools and products for our users and advertisers.
In this guide, we provide an overview of our key advertising products,
including production guidelines and policies.
3
Premium Inventory on Facebook
Overview of Premium Locations and Ads 4-5
Like Ads 6-7
Poll Ads 8-9
Event Ads 10-11
Sampling Ads 12-14
Specifications by Ad Types
Video Comment Ads 16-17
Premium 18
Marketplace 19
Video Specifications 21
General Advertising Guidelines 23
Premium Inventory on Facebook
Premium Locations Premium Ads
Premium ads run on the most Facebook provides marketers the
engaging pages on Facebook, chance to advertise their products and
such as the Home Page. brands in premium locations. Premium
Ads appear above-the-fold and allow
The Home Page includes the News you to seamlessly integrate your
Feed, which shows everything a advertising message into the Facebook
user’s friends and other connections user experience.
are sharing.
Premium Ads enable users to interact
with your ad by taking simple social
actions, for example: Liking your Page,
taking a poll, RSVPing to your event or
requesting a sample of your product.
Users can take these actions without
ever leaving their current pages
on Facebook.
Once a user has interacted with a
Premium Ad, a social story is generated.
This is displayed in your ad and shared
with the user’s friends via their News
Feeds. Ads become more relevant and
engaging when this powerful “social
context” is included.
5
Example of Premium Ad on Home Page
Premium Like Ad
Premium Like Ads drive user Product behavior with Social context Product behavior without Social context
engagement by letting Facebook users
see how many of their friends have Initial state of Like Engagement Initial state of Like Engagement
already liked your brand. ad unit ad unit
A recent Nielsen study shows that there
is a 68% increase in ad recall and a 2x
increase in message awareness when
users see a friend’s name associated
with an ad.*
The Premium Like Ad provides this
relevant social context. When users see
that their friends have liked a brand or
Click the Like button to connect Click the Like button to connect
product, it increases their own trust in
to the brand to the brand
that brand and the likelihood that they,
too, will engage with the ad unit. If none
of the user’s friends currently like the
brand, the ad displays the total number
of people who like the brand among the
Facebook community. This is another
way of providing trust and validation.
Premium Inventory
The option to Like the Feed or
Click the number of ‘other friends’
* Need to sharpen the image and make the ad a call-out that jumpsstory does not appear if the
Profile
* “Advertising Effectiveness: Understanding to
out. see all of your friends who also
user already likes the brand.
the value of a Social Media Impression.” like the brand*
April 2010, The Nielsen Company.
7
Product specifications
Like Ad Production Guidelines
Title (25 characters)
Links to Page on Facebook
Image Body copy
(110x80 px) (135 characters)
Links to Page on Facebook
Like
# people like [your brand]
Creative Requirements Like Ad Unit Requirements
• Title Total size: Text:
• Body copy 240 px wide (variable height) Title—25 character maximum
• Image or video Body copy—135 character maximum
• Facebook Page Like + Video Ad Unit
Link:
Total size: Title and image must link to Page
240 px wide (variable height) that is being liked
• the video has full screen functionality
Page:
Client must have a live, published Page
Please refer to video specifications
and submission guidelines (p 22)
Adheres to Facebook General
Advertising Guidelines (p 23–28)
Premium Poll Ad
1. 3.
Poll Ads encourage interaction with your
Initial state of Poll Ad User’s friend’s photos appear when user
brand by asking a question and letting
clicks to see how their friends voted*
people instantly see the results.
1. This ad unit asks a question and
offers two or three responses.
2. When a user selects her response,
the poll results reveal the answers of
all Facebook users who have already
answered the poll.
3. The user can also click on a link to see
how their friends voted.
2.
Poll Ads generate wall stories on the
poll’s brand page, which can publish Results are shown once the user
into the News Feeds of people who engages. The user can then click to see
have liked the brand. how friends vote and/or like the brand.
Wall story on Page & News Feed story**
* Text will state “You like [brand]” if the user
already likes the brand.
** User must be someone who likes the brand
to see the Poll published into their Feed.
9
Product specifications
Poll Production Guidelines
Title (25 characters)
Links to Page on Facebook
Image Body copy
(110x80 px) (135 characters)
Links to Page on Facebook
Question (40 characters)
Responses (25 characters)
2 or 3 choices
Creative Requirements Poll Ad Unit Image: 110x80 px, 4K .jpg or .gif
• Title Total size: 240 px wide (variable height) (must submit thumbnail image
• Body copy with video)
• Image or video Poll + Video Ad Unit Link: Title and image will link to client
• Facebook Page
Total size: 240 px wide (variable height) specified URL
• Question
Video has full screen functionality
• 2-3 response options Page: Client must have a live,
published Page
Requirements
Text: Title—25 character maximum Please refer to video specifications
Body copy—135 character maximum and submission guidelines (p 22)
Question—40 character maximum Adheres to Facebook General
Responses—25 character maximum for Advertising Guidelines (p 23–28)
each of the 2 or 3 choices
Note: no comparative/competitive claims
can be made in the creative
Premium Event Ad
1. 3.
Invite people to RSVP to an event RSVP to event Users can write custom messages to
and let them spread the word friends that they invite to the event
on your behalf.
1. This ad unit lets you invite users
to events.
2. Once a user responds, the ad
expands to show friends who are
attending the event as well as the
total number of Facebook attendees.
The act of RSVP-ing to the event is
public and may appear in friends’
News Feeds.
3. Users are also given the option to
write custom messages to friends
2.
they are inviting to the event.
Invite more friends to event
Feed story
Profile story
Events
11
Product specifications
Event Ad Production Guidelines
Title Link/Event Title (25 characters)
Links to Page on Facebook
Event Image Body copy
(110x80 px) (135 characters)
Links to Page on Facebook
Date
Location (28 characters)
Creative Requirements Requirements Event: Client Page must host and publish
• Title Text: Title—25 character maximum a live Event to run an Event ad
• Body copy Body copy—135 character maximum Date: Must be a specific date/start time
• Image or video
• Facebook Event Image: 110x80 px, 4K .jpg or .gif (must Location: Must be an specific location/
• Event date submit thumbnail image with video) answer the question “where?”;
• Event location Link: Title and image must link to Event 28 character maximum
• RSVP
Title should match the title of the Page: Client must have a live,
linked Event published Page
Event Ad Unit
Thumbnail image should materially Please refer to video specifications
Total size: 240 px wide (variable height)
represent the linked Event and submission guidelines (p 22)
Event + Video Ad Unit Adheres to Facebook General Advertising
Total size: 240 px wide (variable height) Guidelines (p 23–28)
The video has full screen functionality
Sampling
Premium Sampling Ad
1.
Get free samples of your product into
Click to get a free sample
the hands of prospective customers.
1. Sampling Ads offer a strong, rich
brand experience and a clear call
to action.
2. When a user clicks on a Sampling
Ad, they are shown an interstitial
page that lets them select a product
type and confirm their shipping
information. Within the interstitial,
the user selects a product flavor
or type and then completes their
shipping information to receive their 2.
free sample. All actions hit the user’s
News Feed generating additional Pick your flavor, enter your shipping information and get a free sample
streams of brand awareness.
13
Sampling
Product specifications
Sampling Ad Production Guidelines (PRE CLICK)
Title
(25 characters)
Body copy
(135 characters)
Image Thumbnail
(110x80 px)
Product
(25 characters)
Creative Requirements Sampling Ad Unit Please refer to video specifications and
• Title Total size: submission guidelines (p 22)
• Body copy 240 px wide (variable height) Adheres to Facebook General Advertising
• Image or video Guidelines (p 23–28)
Sampling + Video Ad Unit
Total size: 240 px wide (variable height)
• video has full screen functionality
Requirements
Text: Title—25 character maximum
Body copy—135 character maximum
Product—25 character maximum
Image: 110x80 px, 4K .jpg or .gif (must
submit thumbnail image with video)
Link: Title and image will link to client
specified URL
Product specifications
Sampling Ad Production Guidelines (POST CLICK)
(continued from previous page)
Headline
(25 characters) Body copy
(135 characters)
Image
(110x80 px)
Product
(25 characters)
Creative Requirements Sampling Interstitial Requirements
• Title Total size: Text:
• Headline 445 px wide (variable height) Headline—25 character maximum
• Body copy Body copy—135 character maximum
• Flavors (interstitial)
• Image or video Image: 180x130 px, 4K .jpg or .gif
• Shipping Address Flavor: 1-5 options; 20 character
• Link max each
Link: Title and image will link to client
specified URL
Adheres to Facebook General
Advertising Guidelines (p 23–28)
15
Specifications by Ad Types
Premium Video Comment Ad
Share a compelling video about Users click a thumbnail to play video directly on the ad.
your brand and watch what people The video plays in the center of the user’s screen, and the
have to say. background is darkened. The user can like the brand as the
video plays, increasing the chances the video will surface in
This ad unit from (RED)™ allows users their friends’ News Feeds.
to leave inline comments for your video
directly on their Home Pages, where
they view the video. Additionally, users
can like or comment on your video
inline, without interrupting the video.
Comments made by a user’s friends are
seen below the ad, increasing their trust
and propensity to engage with the ad.
The act of commenting or liking is public
and may appear on friends’ News Feeds.
Ad unit courtesy of (RED)™
17
Product specifications
Video Comment Ad Production Guidelines
Title (25 characters)
Links to Page on Facebook
Body copy
(135 characters)
Image Thumbnail (110x80 px)
(Plays Video)
Ad unit courtesy of (RED)™
Creative Requirements Comment + Video Ad Unit Requirements
• Body copy Total size: Text:
• Video 240px wide (variable height) Title—25 character maximum,
• Thumbnail • the video has full screen functionality must be name of video on Page
• Facebook Page Body copy—135 character maximum
Thumbnail of video:
110x80px, 4K .jpg or .gif
(must submit thumbnail)
Link:
Title and image will link to client-
specified URL
Page:
Client must have a live, published Page
Please refer to video specifications and
submission guidelines (p 22)
Adheres to Facebook General Advertising
Guidelines (p 23–28)
Premium Ad Specifications
Standard Premium Ads appear on
the Home Page. These Premium Ads
do not have inline actions and do not
generate organic stories anywhere
on the site as Premium Ads with
engagement do.
Image Ad Unit Requirements
Total size: Text: Title—25 character maximum
240 px wide (variable height) Body copy—135 character maximum
Image: 110x80 px, 4K .jpg or .gif (must
Image + Video Ad Unit
submit thumbnail image with video)
Total size: 240 px wide (variable height)
• height of ad unit expands Link: Title and image will link to client
• full screen functionality specified URL
Page: Client must have a live,
published Page to host video for ad unit
(if applicable)
Please refer to video specifications and
submission guidelines (p 22)
Adheres to Facebook General Advertising
Guidelines (p 23–28)
19
Marketplace Ad Specifications
Marketplace Ads appear on dashboard
pages (Groups, Links, Applications,
Games).
Marketplace Like and Event Ads allow
users to engage with ads in the same
way they interact with other content
on Facebook without leaving the page
they’re viewing. Actions taken within
the ad can generate organic stories on
friends’ home pages.
Marketplace Ads can appear in either
horizontal or vertical layout. In both
cases, Facebook will resize images to fit
the designated size parameters.
Creative Requirements Requirements
• Title Text: Title—25 character maximum
• Body copy *For Marketplace Like and Event Ads,
• Image the title must be the name of the Page or
• Link Event, up to 35 characters. Pages/Events
with longer names are cut off at 32
characters and an ellipsis is added at the
end. Body text—135 character maximum
Image: 110x80 px, 4K .jpg or .gif
Link: Title and image will link to client
specified URL
No 3rd party view through tracking
Adheres to Facebook General Advertising
Guidelines (p 23–28)
21
Video Specifications
Video Specifications
Facebook supports high definition video
Video player launches 400 px wide in center of screen for all video
and audio up to 1 GB in size. Your video
plays from Engagement ads, Standard ads and News Feed stories
will be automatically re-sized to fit the
appropriate dimensions of the player
and bandwidth of the user.
File hosting:
Client must have a live Page to host the
video being played in the ad unit
File transfer:
Upload video file directly to client Page
Length:
3 minute maximum
File size:
As close to 1 GB as possible,
without exceeding 1 GB
Sound:
All videos submitted must have audio
Movie Trailers: .qt (QuickTime Movie)
Frame rate: Trailers featured in ad unit must be .vob (DVD Video)
24fps - 30fps green band trailers, approved for
.wmv (Windows Media Video
Resolution: all audiences and meet Facebook
Advertising Guidelines. Red band trailers .mov (QuickTime Movie)
Standard recommended resolution is
1280 x 720 pixels. Height can vary, but we can be posted to client’s Facebook .mp4 (MPEG-4 Video)
highly recommend 1280 px width. Page, but not used within the ad unit. .flv (Flash Video)
Acceptable Formats: .3g2 (Mobile Video)
Facebook requires that all video be
submitted in high definition. .3gp (Mobile Video)
.mpe (MPEG Video)
.3gpp (Mobile Video)
*If playing HD in ad unit, the width of the .mpeg (MPEG Video)
.asf (Windows Media Video)
video may be no less than 1280 px, and .mpeg4 (MPEG-4 Video)
.avi (AVI Video)
the video must not be letterboxed. .nsv (Nullsoft Video)
Recommended: 2-channel stereo audio .m4v (MPEG-4 Video)
at 44.1Khz sample rate. .ogm (Ogg Format)
.mkv (Matroska Format)
23
Advertising Guidelines
Advertising Guidelines
At Facebook, we believe that every part of our site, including the ads,
should contribute to and be consistent with the overall user experience.
Thus, we are committed to protecting our user experience by keeping the
site clean, consistent and free from misleading advertising. We believe
that we can help transform existing advertising into messages that are
tailored to the individual user based on how his or her friends interact and
affiliate with the brands, music artists and businesses they care about.
The following guidelines apply to all ads appearing on Facebook, including
ads within canvas pages of Facebook Platform applications. In addition,
all advertising on Facebook must comply with the Privacy Policy and
Statement of Rights and Responsibilities. Advertising appearing within
applications on the Facebook Platform must comply with all additional
Facebook Platform Policies. Facebook reserves the right to reject or
remove advertising that we deem contrary to our ad philosophy. These
guidelines are subject to change at any time and Facebook may waive
any of these guidelines at its discretion.
For further information, please visit
www.facebook.com/ads
25
1. Accounts 3. Facebook references c. Ads must not include unsubstantiated
claims, including but not limited to
a. Advertisers cannot create or manage a. The following conditions apply to all ads
prices, discounts or product availability.
multiple Facebook accounts for that have a Facebook Page, application,
d. Ads must not insult, harass, or threaten
advertising purposes unless given event, group, or Connect site as its
a user.
permission by Facebook to do so. destination, except as otherwise
e. Ads must not contain audio that
b. Advertisers cannot programmatically specifically permitted to those subject
plays automatically, without a user’s
automate the creation of accounts to the Branding and Promotion Policy
interaction. Any automated animation
or ads unless given permission by section of the Platform Policies:
must cease after 15 seconds and must
Facebook to do so. i. Ads may make limited references to
not replay.
“Facebook” in its title, body, or image
2. Landing pages / Destination URLs for the purposes of clarifying the 5. Prohibited Content
a. Ads that contain a URL or domain in destination of the ad;
ii. Ads cannot imply any endorsement of a. Ads must not be false, misleading,
the body must link to that same URL or
the product, service, or ad destination fraudulent, or deceptive.
domain.
by Facebook. b. Ads will not be permitted in cases where
b. Ads must send users to the same
b. All other ads, destination ads, and a business model or practice is deemed
landing page when the ad is clicked.
landing pages must adhere to the unacceptable or contrary to Facebook’s
c. Landing pages cannot generate a pop-
following restrictions: overall advertising philosophy.
up (including “pop-overs” and “pop-
i. Ads cannot mention or refer to c. Ads, or categories of ads, which receive
unders”) when a user enters or leaves
Facebook, its site or its brand in any a significant amount of negative user
the page.
manner, including in the title, body, feedback, or are otherwise deemed in
d. Landing pages cannot use “fake” close
image, or destination URLs; violation of community standards will
behavior (ie. when a user clicks the
ii. Ads cannot use Facebook logos, not be permitted.
‘close’ icon on the page, the page should
trademarks, or site terminology d. Ads must not contain, facilitate,
close down and no other behavior
(including but not limited to Facebook, promote, or reference the following:
should result).
The Facebook, FacebookHigh, FBook, FB, i. Offensive, profane, vulgar, obscene or
e. Landing pages cannot utilize “mouse
Poke, Wall, and other company graphics, inappropriate language;
trapping” whereby the advertiser does
logos, designs, or icons); ii. Obscene, defamatory, libelous,
not allow users to use their browser
iii. Facebook site features cannot slanderous and/or unlawful content;
“back button” and traps them on
be emulated. iii. Tobacco products;
their site and/or present any other
iv. Ammunition, firearms, paintball guns, bb
unexpected behavior (for example:
4. Ad Copy and Image Content guns, or weapons of any kind;
navigation to another ad or page).the
v. Gambling, including without limitation,
landing page or in the ad, except to a. Ads must directly relate to the
any online casino, sports books, bingo,
enable an ecommerce transaction and content on the landing page.
or poker without authorization from
where the ad and landing page clearly b. Ads must clearly represent the
Facebook;
indicate that a product is being sold. company, product, or brand that is
vi. Scams, illegal activity, or chain letters;
being advertised. Products or services
vii. Contests and sweepstakes unless given
promoted in the ad must be directly
permission by Facebook to do so; if
available on the landing page.
permission is given, you are subject to
Facebook’s Promotions Guidelines;
viii. Get rich quick and other money xx. Content that depicts a health condition i. the Relationship Status targeting
making opportunities that offer in a derogatory or inflammatory way parameter must be utilized and set to
compensation for little or no or misrepresents a health condition in Single;
investment, including “work from any way. ii. the Sex targeting parameter must be
home” opportunities positioned as utilized and a single value of Male or
alternatives to part-time or full-time 6. Data and Privacy Female must be selected;
employment or promises of monetary a. You may not give data you receive iii. the Age targeting parameter must be
gain with no strings attached; from us to any third party, including ad utilized and the age range selected
ix. Adult content, including nudity, networks. must start at least at 18 years old;
sexual terms and/or images of people b. Unless authorized by us, your ads may iv. the Interested In targeting parameter
in positions or activities that are not display user data -- such as users’ must be utilized and a single value of
excessively suggestive or sexual, or names or profile photos -- whether that either Men or Women must be selected.
provocative images in violation of data was obtained from Facebook or
community standards; 8. Prices, discounts, and free offers
otherwise.
x. Adult friend finders or dating sites c. You may not use user data you receive a. Ads cannot be deceptive or fraudulent
with a sexual emphasis; from us or collect through running an about any offer made.
xi. Adult toys, videos, or other adult ad, including information you derive b. If an ad includes a price, discount,
products; from your targeting criteria, for any or ‘free’ offer,
xii. Uncertified pharmaceutical products; purpose off of Facebook, without user i. the destination URL for the ad must
xiii. Spy cams or surveillance equipment; consent. link to a page that clearly and accu-
xiv. Web-based non-accredited colleges rately offers the exact deal the ad has
that offer degrees; displayed;
7. Targeting
xv. Inflammatory religious content; ii. the ad must clearly state what action
xvi. Politically religious agendas and/or a. Any targeting of ads based on a user or set of actions is required to qualify
any known associations with hate, attribute, such as age, gender, location, for the offer.
criminal and/or terrorist activities; or interest, must be directly relevant
xvii. Content that exploits political agendas to the offer, and cannot be done by a 9. Subscription Services
or uses “hot button” issues for method inconsistent with privacy and
data policies. a. The advertisement of Subscription
commercial use regardless of whether
b. Ads with adult themes, including Services must comply with the
the advertiser has a political agenda;
contraception, sex education, and conditions noted below and as
xviii. Hate speech, whether directed at an
health conditions must be targeted determined by Facebook in its sole
individual or a group, and whether
to individuals at least 18 years old. discretion. “Subscription Services” may
based upon the race, sex, creed,
Platform ads should do this via include sites that promote download-
national origin, religious affiliation,
Demographic Restrictions, not by ing ringtones, games, or other enter-
marital status, sexual orientation,
obtaining user data. tainment services or any site that
gender identity, or language of such
c. Ads for dating sites, services, or related induces a user to sign up for recurring
individual or group;
content must follow these targeting billing of a product or service.
xix. Content that advocates against
criteria (does not apply to ads on i. The ad must clearly state what action or
any organization, person, or group
Facebook Platform): set of actions is required to qualify for
of people, with the exception of
the offer. If the user must subscribe to a
candidates running for public office;
27
service, the service and offer require- 10. Ads for Alcoholic Beverages g. It is recommended that the ad creative
ments must both be stated in the ad. contain text that promotes drinking
a. Ads must be targeted to people 21 years
ii. The recurring subscription must be responsibly, eg. “Drink Responsibly” or
old or older in the US, 19 years old or
consistent with what is promoted in “Drink Smart”.
older in Canada, 18 years old or older in
the ad copy.
the UK and Ireland, and 21 years old or 11. Copyrights and trademarks
iii. At a minimum, the promoted website
older everywhere else. All Facebook
must clearly and accurately display the a. Ads cannot include any content that
Pages viewer restrictions must be set at
price and billing interval (such as per infringes upon the rights of any third
21+ regardless of the country they are in
week or once per month) on the landing party, including copyright, trademark,
or targeted to. In the case where a user’s
page as well as any page that prompts a privacy, publicity or other personal or
age cannot be determined, the ad
user for Personally Identifiable proprietary right.
cannot be displayed to the user in
Information (such as name, date of b. The advertiser must have intellectual
question. (Does not apply to applica-
birth, phone number, social security property rights to the creative and be
tions on Facebook Platform.)
number, physical addresses, or email permitted to display such creative as
b. Ads cannot include content that might
addresses) or billing information advertising on the Facebook Site.
appeal to (or mislead) minors by
(including, but not limited to, mobile
implying that the consumption of
phone number or credit card number). 12. Spam
alcoholic beverages is fashionable or
iv. If users sign up for the service by
the accepted course of behavior for a. Ads cannot contain, facilitate or
transmitting a code by text message,
those who are underage. promote ‘spam’ or other advertising or
the price and billing interval must be
c. Ads cannot include or target any person marketing content that violates
clearly and prominently displayed
under the legal drinking age in the applicable laws, regulations or industry
beside the code.
region the ad appears, or be suggestive standards.
v. If the service is a subscription, the
of the presence of those who are b. Incentives
website must provide a prominent
underaged. Additionally, ads appearing i. Ads cannot offer incentives to viewers
opt-in checkbox or other clear mecha-
in applications on Facebook Platform for clicking on the ad, for submitting
nism indicating that the user know-
must adhere to the Platform Policies Personally Identifiable Information
ingly accepts the price and subscription
Alcohol Content Policy. (such as name, date of birth, phone
service. This should be on the first page
d. Ads cannot portray or promote number, social security number,
where the user enters personal data,
intoxication. physical addresses, or email addresses),
and the user should not be able to
e. Ads cannot induce people to consume or for performing any other tasks.
proceed without opting in.
alcohol in excess, make references to
vi. All of the foregoing items should be
the intoxicating effects of alcohol,
located in a prominent place on your
depict activities that encourage
webpage, as determined by Facebook in
excessive consumption or that
its sole discretion, and should be easy
encourage drinking at a rapid rate, or
to find, read, and understand.
suggest the strength of the alcoholic
beverage being advertised.
f. Ads cannot promote any giveaways as a
reward for purchasing the alcoholic
product.
13. Downloads 15. Grammar, sentence structure, spelling, 18. Symbols
and spacing
a. Ads must not contain or link directly or a. The use of all symbols, numbers, or
indirectly to a site that contains a. Ad text must be grammatically correct letters must adhere to the true
spyware/malware downloads, whether and contain proper sentence structure. meaning of the symbol.
initiated automatically or manually by b. Ad text must be in complete sentences. b. Ads cannot contain repeated and
the user, or other auto-initiated c. Ads cannot include excessive repetition unnecessary symbols
downloads. (such as “buy, buy, buy”). c. Symbols cannot be used for the
b. Ads cannot contain or link to a site that d. Ads must use correct spelling. following:
facilitates or promotes: e. Ad text must include grammatically i. To substitute for letters (e.g. “$ave”
i. Collection of demographic and usage correct spacing. instead of “save”);
information from a user’s computer ii. To substitute for entire words (e.g. “&”
without the user’s express consent; 16. Capitalization instead of “and” or “$” instead of “cash/
ii. Collection or request of Facebook a. Ads must use proper, grammatically dollars/money”);
usernames or passwords from any user; correct capitalization (such as iii. As unnecessary abbreviations to
iii. Proxying Facebook usernames or capitalizing the first letter of all shorten character count (e.g. “w/”
passwords for the purpose of automat- proper nouns and capitalizing the title instead of “with” or “@” instead of “at”).
ing logins to the Facebook site; of the ad). d. Symbols may be used for the following:
iv. Any software that results in an b. Ads cannot include excessive i. If the symbol is part of the product or
unexpected user experience, including capitalization (such as “FREE”) or brand name;
but not limited to software which (1) incorrect capitalization (such as ii. If the $ symbol is paired with a dollar
“sneaks” onto a user’s system and capitalizing the first letter of every amount (e.g. “Save $100 today”);
performs activities hidden to the user, word in a sentence). iii. If the # symbol is used for comparative
(2) may alter, harm, disable or replace c. Acronyms may be capitalized. phrases (e.g. “Voted the #1 site by NY
any hardware or software installed on Times”).
user’s computer without 17. Punctuation
express permission from the user, (3) is
a. Ads must include logical, correct
bundled as a hidden component of
punctuation.
other software whether free or for fee,
b. Ads cannot contain repeated and
(4) automatically downloads without
unnecessary punctuation (such as
Facebook’s express prior approval, (5)
“Buy now!!!”).
presents any download dialog boxes
c. All complete sentences (including if the
without a user’s express action, or (6)
ad title is a complete sentence) must
may violate or infringe upon the
end with a single punctuation mark.
intellectual property rights of any third
Sentences cannot end with ellipses,
party, including copyright, trademark,
dashes, etc.
patent or any other proprietaryright.
d. Exclamation points cannot be used
in the title of any ad.
The following sections do not apply to
ads on Facebook Platform
