Financial and Insurance Products and Services

Policy details

CHANGE LOG
Financial and Insurance Products and Services
Ads promoting credit cards, loans or insurance services must be targeted to people 18 years or older. We prohibit ads that directly request the input of any personally identifiable information or certain types of financial information under our Fraud, Scam and Deceptive Practices and/or Privacy Violations policies.
Advertisers promoting financial products and services must demonstrate they are authorized by the relevant regulatory authorities where this is a requirement; and any such authorization may be subject to review by Meta. Advertisers are also required to comply with disclosure requirements set by law.
Learn more about the authorization process in our Business Help Center.
Overview
Advertisers can run ads that promote credit cards, loans or insurance services as long as they only target people 18 years or older. Ads that directly request the input of any personally identifiable information or certain types of financial information are prohibited by our Fraud, Scam and Deceptive Practices and/or Privacy Violations policies.
Advertisers may be required to be licensed in the country they are targeting if they wish to run ads for financial products or services. Meta may review any relevant licensing or otherwise confirm such advertisers’ authorization to run such ads.
Advertisers are required to comply with all applicable laws and regulations, including any licensing or disclosure requirements.
Guidelines for Ads
Prohibited Loan Products
Ads can't
  • Promote Payday Loans, which are short-term loans that are typically due on the borrower's next payday. These loans are generally for small amounts and come with high interest rates and fees.
  • Promote Paycheck Advances, which are short-term loans that are an advance on a future paycheck.
  • Promote Bail Bonds, which are loans that allow criminal defendants to get conditional release from custody by paying a sum of money determined by the court.
  • Promote Short-term Loans of 90 days or less, which are loans that require repayment in full in 90 days or less from the date the loan is issued.
  • Promote misleading content related to student loan consolidation, forgiveness, or refinancing services by using deceptive practices, such as overstating the benefits to the user or not disclosing terms upfront.
Deceptive and Misleading Financial Instruments
Ads can't
  • Promote Binary Options, which are financial products where the payoff is either a fixed monetary amount or nothing at all.
  • Promote Contract for Difference trading, which involves a financial contract that pays the differences in the settlement price between the open and closing trades.
  • Promote Initial Coin Offerings, which are a type of funding for cryptocurrencies that is often a form of crowdfunding.
  • Promote Penny Auctions, bidding fee auctions or other similar business models, which are a type of auction where all participants have to pay a non-refundable fee to place a bid.
Advertisers can run ads that promote credit cards, insurance services or long-term loans over 90 days as long as they:
  • Only target people 18 years or older
  • Provide disclosures as required by law
  • As per the terms of our Privacy Violations Policy, don't request any personally identifiable information or financial information, such as bank account information, cred/debit card information or routing numbers
Authorization: Targeting some countries with a financial product or service ad requires a license from the relevant regulatory authorities. If that is the case, advertisers will have to demonstrate they have the appropriate authorization, which may be subject to review by Meta.
Financial products and services that may require a license include but are not limited to:
  • Insurance products
  • Mortgages
  • Loans (long and short-term)
  • Investment products and opportunities
  • Credit card applications
Advertisers can run the following types of ads without authorization or the restrictions above:
  • Brand ads for banks or insurance companies
  • Ads for news articles, as long as they don’t make offers for credit cards, long-term loans or insurance services
  • Ads that promote or provide information about education, training or skillbuilding to apply for loans or manage them
  • Ads that only mention a financial service or product without the ability to obtain or connect with that product/service
Enforcement
We have the same policies around the world, for everyone on Facebook.
Review teams
Our global team of over 15,000 reviewers work every day to keep people on Facebook safe.
Stakeholder engagement
Outside experts, academics, NGOs and policymakers help inform the Facebook Community Standards.