Running Facebook Ads can feel like a game of strategy. You spend time on creative, targeting, and copy — only to see your campaign hit a wall with a “Rejected” or “In Review” status. Sound familiar? If so, you’re not alone. Understanding how Facebook’s ad review process works and what rejection statuses really mean can save you hours of frustration and keep your campaigns running smoothly.
Marketers who take the time to learn how review and rejection really function will not only avoid unnecessary delays but will also gain a competitive edge over advertisers who treat the system like a mystery.
Let’s dig deeper.
How the Facebook Ad Review Process Works
Every ad you submit goes through an automated review system. The platform scans for policy compliance, content quality, and technical formatting. Sometimes ads get flagged instantly. Other times, they slip into a queue where they’re checked manually.
The process usually takes less than 24 hours, but there are exceptions. Ads tied to sensitive categories — like housing, employment, or credit — often take longer. Campaigns launched during peak advertising seasons (think Black Friday or the holidays) can also sit in review for days.
Here’s where many advertisers go wrong: they assume review times are predictable. In reality, timing is influenced by seasonality, account history, and even the type of creative you’re using.
Tip: If you’re planning a time-sensitive campaign, upload your ads at least a few days before launch. This gives you breathing room if they get stuck in review. And if you’re experimenting with new creatives or bold messaging, start testing weeks ahead.
For a deeper look at why ads may stall, see Understanding Facebook Ad Statuses: Common Issues and How to Fix Them.
Common Facebook Ad Rejection Reasons
Ad rejection often feels personal, but it rarely is. The system is designed to catch potential violations automatically. Still, understanding the most common triggers helps you troubleshoot faster and reduce unnecessary appeals.
Here are the main reasons ads get rejected:
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Policy violations such as restricted content (before-and-after body images, tobacco, or misleading financial promises).
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Excessive text in visuals — while Facebook’s 20% text rule is technically gone, ads with heavy text are often flagged and under-deliver.
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Unclear or misleading claims like “double your income in one week” or “guaranteed weight loss.”
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Improper use of personal attributes — calling out a person’s health, race, religion, or relationship status.
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Broken links or poor landing pages where the page doesn’t load properly or the content doesn’t align with the ad promise.
Rejections can feel frustrating, but they also highlight what Facebook values: user trust and ad quality. If your campaign depends on exaggerated claims or poor landing experiences, you’ll always be fighting an uphill battle.
Example: Imagine an ad for an online fitness course. If the creative includes “Lose 10 pounds in 7 days guaranteed,” it will likely get rejected. Why? Because it promises unrealistic results tied to personal health attributes. A smarter approach would highlight benefits like “Simple routines you can do from home to build strength and energy.”
For more prevention strategies, check out What to Do When Your Facebook Ads Are Disapproved: A Complete Guide.
What “In Review” Really Means
Seeing “In Review” doesn’t always mean something’s wrong. It simply means your ad hasn’t been cleared yet. The system is checking compliance with Facebook’s ad policies, technical formatting, and category restrictions.
But here’s where things get tricky. Ads sometimes stay in review for longer than expected, especially if your account has limited history or if your ad uses sensitive targeting options. This can be a nightmare if you’re running a flash sale or limited-time promotion.
To manage this, keep three things in mind:
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Double-check your creative for possible red flags. Even one misleading claim can stall approval.
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Avoid making edits to the ad during review — every change resets the review clock.
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Contact Facebook support if an ad has been in review for more than 48 hours, especially during time-sensitive campaigns.
Want to learn how reviews affect delivery? See Facebook Ads ‘Not Delivering’ Status: What It Means and How to Fix It.
Steps to Take After a Facebook Ad Rejection
A rejection is not the end of the road — it’s a chance to refine your approach. Many successful campaigns start with rejected creatives before landing on versions that not only pass review but also perform better.
Here’s the smart way to respond:
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Read the rejection reason carefully. Facebook usually highlights the exact policy your ad violated.
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Evaluate whether the decision makes sense. Automated reviews often misclassify ads. Don’t assume the rejection is final.
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Fix the issue. Adjust your copy, replace flagged visuals, or edit your landing page to comply.
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Resubmit or appeal. If you’re confident the rejection is a mistake, file an appeal. Human reviewers often overturn false positives.
By treating rejections as part of the optimization process, rather than a setback, you’ll build more resilient ad strategies. Having backup creatives and variations also ensures your campaign doesn’t grind to a halt while you wait on appeals.
Pair this with strategies from How to Fix Low Ad Reach on Facebook: Step-by-Step Troubleshooting to bounce back faster.
How to Reduce the Risk of Rejection
Avoiding rejection starts with a proactive mindset. Instead of scrambling after a flagged ad, build safeguards into your process from the start.
Here are some proven ways to minimize rejection risk:
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Write ad copy that emphasizes benefits without making exaggerated claims. Instead of “Earn $5,000 a week,” focus on “Learn proven strategies to grow your online income.”
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Use high-quality, relevant visuals that feel authentic. Stock photos with unnatural staging are more likely to raise suspicion.
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Align your landing page with your ad message. If your ad promotes a free trial, don’t send people to a pricing page.
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Review Facebook’s Advertising Policies regularly. Updates can sneak in quietly, and yesterday’s compliant ad may not pass today.
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Test with small budgets before scaling. A small pilot campaign helps you catch potential issues without risking your full ad spend.
These practices won’t eliminate all rejections, but they’ll significantly reduce how often you run into problems — and they’ll make your campaigns more user-friendly in the process.
For advanced optimization strategies, see The Science of Scaling Facebook Ads Without Killing Performance.
Critical Insights Marketers Overlook
Many advertisers focus only on getting an ad “approved.” But that’s just the starting line. Approval doesn’t guarantee performance. Facebook can still limit delivery if it believes your ad is low quality or not relevant to your audience.
Here are two often-missed insights:
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Account history matters. New accounts or those with a history of frequent rejections are scrutinized more closely. Consistency builds trust with the platform.
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Context influences review. Ads related to finance, health, and politics face stricter oversight. Marketers in these niches should budget extra time and be extra cautious with wording.
If you want to anticipate issues before they hit, check out Top Facebook Ad Mistakes That Drain Your Budget.
Final Thoughts
Facebook’s ad review and rejection process can seem like a moving target, but most issues boil down to clarity, compliance, and consistency. Marketers who plan ahead, keep their ads policy-friendly, and stay patient during reviews will always have an edge.
Rejections aren’t failures — they’re signals to adjust. And every adjustment teaches you something about what works on the platform.
The more you understand how Facebook evaluates ads, the less time you’ll waste wondering why your campaign is stuck. Instead, you’ll be better equipped to design ads that not only get approved but also resonate with your audience.
So, next time you see “In Review” or “Rejected,” don’t panic. Look at it as free feedback, fine-tune your campaign, and set yourself up for smoother approvals and stronger results down the line.
