In brief
Some subjects are regulated by law or by Meta’s rules: credit and finance, employment, housing, social issues, elections and politics. You must declare them.
Why it matters
These rules aim to prevent discrimination. In return, targeting is limited: some criteria are no longer available.
The main settings
- Declaration: to be made when the campaign is created.
- Restricted targeting: for example, no targeting by age or gender depending on the category and the country.
- Lookalike audiences: limited for these categories.
A concrete example
A real estate agency promotes homes for rent. It declares the housing category: targeting by age, gender or postal code is no longer offered. The campaign is then set up on a wider location and on general interests.
Pitfalls to avoid
- Not declaring: the ad may be rejected, or even the account restricted.
- Declaring a category that does not apply, just in case: targeting is reduced for nothing.
- Working around the restrictions by changing the wording: the ad stays subject to the rules.
Key takeaways
- Declare what applies, nothing more.
- Rules vary by country: check in the real tool.
- If in doubt, read Meta’s rules for your country before creating the campaign.
Practice in TRIALO
When creating a campaign, open the special ad categories and read what each one implies for targeting.