When you create a new campaign in Ads Manager, you’ll see a section called Special Ad Categories.
These categories are used to flag ads that relate to regulated topics, like employment or financial services. Choosing the correct one ensures your ad follows Meta’s advertising policies and gets approved faster.
When creating a new campaign:
Each category is designed for a specific type of content and comes with its own ad review rules and targeting limitations.
Select Not Applicable if your ad doesn’t relate to any of the special categories listed below.
Example:
A restaurant promoting a new menu, a hair salon advertising an offer, or a real estate agent running a personal branding ad.
If Meta later determines your ad fits one of the regulated categories, you’ll be prompted to update it before your campaign can run.
Choose this category if your ad promotes:
Examples:
A construction company running “We’re hiring apprentices” or a real estate agency advertising “Join our sales team.”
Targeting limitations:
You can’t target by age, gender, or postcode.
You must use broad location targeting (minimum 15-mile radius).
Interest and behaviour targeting remain available, but demographic filters are disabled.
Select this category if your ad relates to:
Examples:
A real estate agent promoting “Homes for sale in Auckland” or a property manager advertising “Rental listings available now.”
Targeting limitations:
You cannot target by age, gender, or postcode.
Your audience must be based on broad locations (minimum 15-mile radius).
Interest targeting remains available but is more general.
Use this if your ad promotes or refers to:
Examples:
A mortgage broker advertising “Apply for pre-approval” or a finance company promoting “Low-interest personal loans.”
Targeting limitations:
You can’t target by age, gender, or postcode.
Meta requires a minimum 15-mile radius for location-based targeting.
Detailed demographic targeting is unavailable, but you can still use interests and custom audiences.
Choose Politics if your ad discusses or promotes:
Examples:
A local council candidate promoting “Vote [Name] for mayor” or an organisation raising awareness about a public issue.
Extra requirements:
You must complete identity verification and include a “Paid for by” disclaimer before your ad can run.
Targeting limitations:
Demographic targeting (age, gender, postcode) is restricted.
Your Page and ad account will need to meet Meta’s transparency and authorisation requirements.
Select this category if your ad promotes:
Examples:
An online poker app or sports betting site running ads for new players or bonuses.
Requirements and limitations:
When in doubt, start with “Not Applicable.” If Meta’s review team decides your ad fits one of the regulated categories, you’ll be notified and can edit it before publishing.
When you select a special ad category:
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