You better not rick roll Facebook users
Yesterday Facebook released new ad guidelines in response to negative feedback they have received from users. Facebook has control over the design and copy of an ad, but once users click on an ad and are taken off-site Facebook has no control over what happens. Facebook is attempting to reign in bad ads by rolling out new guidelines that clarify what a “bad ad” is.
Here is our interpretation of the new guidelines they released.
“1.Unexpected user experiences
Ads may not generate any unanticipated user experiences, including computer performance changes, unanticipated charges, or the undisclosed use or sale of user information.”
When clicking on an ad users expect to be taken to a website with more information about the product or service advertised. You must be blatant and clear with users if you plan on installing anything onto their computers, making them pay for any products or services and/or using the information you receive from them in any way other than what has already been established.
“2.Unclear recurring end products
The advertised offer should directly match the service being sold, and ads should provide users with a clear understanding of that they are purchasing.”
If you are depicting lemons in your advertisement then you better be providing lemons to the users, not apples and certainly not brussel sprouts. Essentially, Facebook does not want advertisers doing a bait and switch. Also, when signing users up for an automatic recurring payment, you must be sure you make that blatantly clear.
Ads must clearly represent the offer, product or brand being advertised, and may not make unrealistic product claims or false associations with other companies, products or events.”
Just like Facebook went to battle against “fake” business pages a while back they are trying to combat all the recent spammy advertisers claiming to offer products, gift cards and services from well-known brands.
“4.Unacceptable business models
Facebook will not allow ads for products or services that rely on a business model deemed unacceptable or contrary to Facebook’s overall advertising philosophy.”
If you’re running a Ponzi scheme, Facebook is probably not the best platform to broadcast that on.
What does this mean for you as an advertiser? If you are properly representing yourself as part of Company X and reaching out to your users via Facebook ads than this is a huge benefit to you. The less spam coming through on Facebook, the better chance you have of gaining exposure to your audience. Users may also become more open to ads and willing to click through to them if Facebook succeeds in controlling the abusers of the ad platform. Remember it is helpful to keep fans on the Facebook platform by running ads that allow them to “become a fan” as that clarifies that you’re probably not a spammer. Lastly, Facebook will be policing ads, but users can also report ads that they dislike for a number of reasons including being misleading, offensive, uninteresting, irrelevant and repetitive.