Nonexistent Functionality

Policy details

Change log


Change log


Current version

Nonexistent Functionality

Ads must not contain images with nonexistent functionality. This includes imagery that replicates play buttons, notifications, or checkboxes, as well as ads containing features that do not work, such as multiple choice options in the ad creative itself.


Advertisers are responsible for ensuring that the interactive elements of their ads function as represented. For example, if an ad image displays a play button for a video, that video should start playing after someone clicks the button. This policy helps ensure that all promoted content leads to the expected results and doesn’t result in a bad user experience.


Ads can’t:

  • Contain images with features that don’t work, such as non-functional buttons, checkboxes or notifications
  • Recommend non-existent actions, such as call-to-action buttons like “tap to register” where tapping on an ad doesn’t display any registration option or details
  • Mimic Meta features or functionality that do not work, such as mimicking fundraising, in-line polls, or the Like button where the functionality does not exist

Ads can:

  • Emphasize actions to follow for next steps, such as a “Donate” text banner graphic that opens a donation page
  • Depict a product without implying a functionality, such as the “accept or decline” functionality of a phone
  • Promote call-to-action functionality in the ad, such as “Shop now”


An image alt text

The banner on this image isn't positioned as a button and is compliant.


An image alt text

This image of a video "play" button is non-compliant.

An image alt text

This image enticing users to select an answer is non-compliant.


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