Your Facebook or Instagram ad was rejected under Unacceptable Business Practices. You changed the text, resubmitted and it was rejected again.
This policy is about scams and deceptive practices, and Meta checks the destination as well as the ad. Here is how to find the real cause.
Key takeaways
- Meta's Unacceptable Business Practices policy targets ads it considers deceptive or scam-like.
- Rejections often come from the landing page or domain, not the ad text itself.
- A domain flagged by security vendors or blocked by Meta can cause repeated rejections.
- Fix the page and domain reputation first, then request a review in Account Quality.
What the policy covers
Meta uses this policy to block ads that it believes deceive people out of money or personal information. Automated systems look for signals such as:
- Landing pages that collect personal or payment details without clear business information.
- Exaggerated claims, fake scarcity or misleading pricing.
- Pages imitating other brands, public figures or official bodies.
- Destinations or domains associated with scams, phishing or malware.
Check your domain reputation
If every ad to the same domain is rejected, the domain itself is the likely problem. Scan it on VirusTotal and check Google Search Console for security issues. Meta uses its own systems and external signals, and a phishing or malware flag elsewhere makes rejections far more likely. Try sharing the URL in a private post; if Meta says the link is blocked, the domain is on Meta's own blocklist.
If your domain is flagged, follow our fast-track phishing guide before resubmitting any ads.
Fix the landing page
Make it easy for a reviewer to see a real business:
- Company name, address and contact details visible on the page.
- Clear pricing, refund policy and terms.
- A privacy policy, especially if you collect data.
- No fake countdown timers, fake reviews or unrealistic claims.
- No redirects to other domains or URL shorteners.
Request a review the right way
Open Account Quality in Meta Business Suite, select the rejected ad and request a review. Briefly explain what you changed. If your domain was blocked, you can also report the block as a mistake through Meta's help centre. Avoid creating many new ads with small changes; repeated rejections can restrict your ad account.
Prevent future rejections
Keep your landing domain clean across security vendors, use your own domain rather than shorteners and monitor reputation continuously. See domain reputation monitoring and how to stop your site getting blacklisted again.
Frequently asked questions
Why was my ad rejected when the text is fine?
Meta also reviews the landing page and domain. A problem there leads to rejection regardless of the ad text.
Can a security blacklist affect Facebook ads?
Yes. Domains flagged for phishing or malware are much more likely to be rejected or blocked.
How long does a Meta review take?
Usually within 24 hours, although it can take longer for restricted accounts.
Should I use a different domain?
Only as a last resort. A new domain has no reputation and may be treated with more suspicion.