Rather, potential* reasons.
This field note was written with a focus on Facebook, but many of the considerations can be applied to other social media channels.
Your Facebook Page / Ad Account / Business Manager was suspended.
What happens now?
A combination of the following:
- All current active ads are paused
- Ad metrics and other information may not be accessible
- New ad payment methods cannot be added
- New ads cannot be run
- You will be unable to place new ads or add a new payment method
Possible policy violation triggers
A Facebook Page, Ad Account or even an entire Business Manager can be suspended for one reason or a combination of many reasons, including:
- A genuine security threat, such as a login from a different IP address, browser or device than what you frequently use
- Ads spent significantly more than usual within a time period or for a campaign
- Ad Account, Facebook Page, or Business Manager were set up very recently
- Facebook Page and Ad Account were set up separately and not properly linked in Business Manager
- Ads were run soon after a merger between Pages
- Issues with a credit card or other funding source
- Funding source is based in a different country
- Funding source was changed recently
- Billing zip code on credit card does not match was given to Facebook
- Credit card is not valid, active, or is not showing available credit
- Facebook account name does not match name on credit card or other funding source
- Credit card or other funding source has chargebacks against Facebook
- Ads were managed through a third-party tool, that is improperly connecting to Facebook’s API or otherwise triggering an activity alert
- Ads Manager or other account settings were access through a proxy IP
- Ads were submitted on behalf of a client or other entity (a discrepancy between the Ad Account and Facebook Page, or Facebook Page and ad destination)
- Two or more separate Ad Accounts ran ads on behalf of the same Facebook Page, or directed users to the same destination, in a short period of time
- Ad landing pages didn’t comply with ad policy
- Ad violates Facebook’s terms for Offers and Promotions
- Ads were updated frequently after submission
- Ads received much negative feedback from users
- Ads or ad landing pages used clickbait
- Ads or ad landing pages used phrases commonly used in spam (e.g. "make money online," "work from home")
- Ads mention or lead to landing pages for email collection, lead/list building, or other data capture/crawl/scrape
- Ads led to error pages, loaded slowly, or had many pixels
- Ads lead to financial or wealth management products and services
- Ad landing pages didn’t match the ad creative
- Ads violate relevant local, state, or federal laws on advertising such products/services
- Ads mention other brands. If they are meant to be partnerships, using Facebook’s Branded Content format may be a better fit.
- Ads imply a user’s personal information or characteristics (e.g. age, location, identifying information, body image)
- Ads featured a website, product, or service focused on dating, relationship, or singles-dating
- Ads promoted an affiliate marketing program, third-party advertising opportunity, multi-level marketing, or other referral-based program
- The text “Facebook” was included in the ad copy or imagery, and used multiple times or misspelled (e.g. “facebook”)
- Ads promote a website with a suspicious URL, URL previously flagged by Facebook, or URL-forwarding
Jon Loomer wrote an article in 2015, that still excellently outlines 68 reasons why your account may have been suspended.
Appealing a Facebook account suspension
First, gather as much of the full story as possible. It is important that you understand how you violated Facebook’s policies before appealing your case.
- Review your recent ads and other Facebook/Instagram activity, and all pages/accounts themselves.
- Customize the reporting columns in Facebook Ads Manager to see if ads had a high negative feedback, underdelivered, or had other issues.
- Review the potential violations above and determine if your activity was similar.
- Learn from Facebook’s Blueprint Courses, not just Facebook Help articles or third-party articles
If you don’t have a Facebook account representative, your options are limited to Facebook’s self-service support tools. However, do not spam these methods with multiple or frequent appeals. When providing context for your appeal case, be concise and polite.
If Facebook follows up with questions, such as asking if you performed certain actions, don’t rush to give a quick answer. Double-check to confirm whether you did violate policy in a certain way. Be honest.
If your appeal is unsuccessful
- Explore what account and ad activity may have resulted in your account suspension
- Reconsider your holistic social media strategy
- Be polite. Always. Facebook may use language conveying their decision about a matter is “final,” but your persistence can pay off. Show that you’ve investigated the situation and be willing to learn from the process.
- Delete old rejected/disapproved ads. This may help your account quality because Facebook might no longer be able to access these records (for policy violations) due to GDPR.
- Personally spam Facebook employees on Facebook or elsewhere
- Connect another Ad Account to the Facebook Page, or vice versa
- Connect a new payment method to the Ad Account
- Setup new ads
- Setup a new Facebook Page, Ad Account, or Business Manager that mirror the details of your existing page (e.g. email address, name, logo, information, payment method, etc.)
- Try to run ads for the business that got suspended, through a different Facebook Page or Ad Account. Facebook will likely catch this due to the payment method used or the ads’ destination pages.
- There are people who follow tactics such as using an older valid Facebook account, setting a new payment method, "warming up accounts" with a normal usage pattern, and black hat behaviors. I am not recommending those tactics here.
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