Personal attributes policy in Meta ads

Ads should not suggest that they know sensitive things about the viewer, such as health, finances, religion or race. Wording like “Are you struggling with…” can trigger it. Rewrite ads to talk about the product, not the person.

By the Ad Account Unban team · Published 29 October 2026 · Last updated 29 October 2026

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What triggers it

Direct second-person claims about a personal trait or condition.

How to rewrite

Talk about the offer, not the viewer.
Avoid naming health or financial status.
Use neutral language.

Check the page

Same rules apply to the landing page if it reaches the user directly.

Official sources

Meta Advertising Standards

Meta changes its help pages, menus and forms often. Follow the wording on your own screen and the current Help Center. Ad Account Unban is an independent service and is not affiliated with Meta.

YOUR QUESTIONS

Frequently asked questions

Is “you” always banned?

No. It depends on what follows.

Does it apply to targeting?

Targeting has separate rules.

Want help with your ad account?

Send the notice you see and the ad account ID on WhatsApp or email. You hear whether we can help. Never send a password or a login code.

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