Special Ad Categories

For all Facebook campaigns that fall under Political or Advocacy, a "Special Ad Category" has to be chosen upon creation. The campaign will have different rules and requirements depending on which is selected, including certain targeting restrictions.

The four different options, as defined by Facebook, are as follows:

"Credit"

These are ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans and long-term financing. This also includes brand ads for credit cards, regardless of a specific offer.

"Employment"

These are ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships or professional certification programs.

Related ads that fall within this category include promotions for job boards or fairs, aggregation services or ads detailing perks a company may provide, regardless of a specific job offer.

"Housing"

These are ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services.

This does not include ads designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws.

You can include the Equal Opportunity Housing logo and slogan to help differentiate your ads as non-discriminatory.

"Social Issues, Elections, or Politics"

The Facebook summarization of this category states, "These are ads made by, on behalf of, or about a candidate for public office, a political figure, a political party or advocates for the outcome of an election to public office."

The prior, broad statement from Facebook can be clarified even further:

• Any election, referendum, or ballot initiative, including "go out and vote" election campaigns.
  
  
• Ads that are regulated as political advertising.
  
  
• Ads about social issues in any place where the ad is being displayed to the end-user.
  
  Social issues are sensitive topics that are heavily debated, may influence the outcome of an election or result in/relate to existing or proposed legislation.
  
  Ads about social issues seek to influence public opinion through discussion, debate or advocacy for or against important topics, like health and civil and social rights.

Learn more about ads about social issues, elections or politics on Facebook's knowledge base.

For more information about special ad categories, please feel free to check out Facebook's help article.