During the past couple of months, we’ve heard of more advertisers receiving warnings from Facebook related to ad accounts in violation of Item 5 of the “Things You Should Know” section in the Facebook advertising policies.
In this post, let’s explore what the precise wording is, what it means, and what you should do about it.
The Warning
The specific warning people have received from Facebook looks like this:
Upon review, our team has found one or more of your ad accounts to be potentially in violation of item 5 of “Things You Should Know” in our Advertising Policies. This policy states that ad accounts cannot be managed by multiple advertisers.
If you’re managing ads on behalf of other advertisers, each advertiser or client must be managed through separate ad accounts. Rather than changing the advertiser or client that’s associated with an established ad account, you should set up a new ad account. You’re responsible for ensuring that each advertiser complies with these Advertising Policies. If you don’t take these actions, your impacted ad accounts won’t be eligible for services and could be disabled.
The Rule
The specific rule from item 5 of “Things You Should Know” in Facebook’s Advertising Policies reads as follows:
5. If you are managing ads on behalf of other advertisers, each advertiser or client must be managed through separate ad accounts. You must not change the advertiser or client associated with an established ad account; set up a new account. You are responsible for ensuring that each advertiser complies with these Advertising Policies.
Who This Applies To
This rule and scenario most often applies to agencies and advertising consultants who are managing ads for multiple clients. You should not, for example, use a single ad account to manage all of your clients.
This is not a new rule. It’s been best practice for years, but Facebook has mostly looked the other way. That is no longer the case.
What You Should Do
If you manage ads for multiple clients, the ideal setup is as follows:
- Have each client set up their own Business Manager.
- Have each client share their ad account and assets (page, audiences, pixel) with you as a partner.
- You can then organize client assets within Business Asset Groups.
If you are unable or unwilling to get access to your client’s ad account, you should set up a separate ad account for each client that you control.
Pushback from Agencies
There are two primary reasons that client-agency relationships aren’t set up this way currently.
- Too much work and hassle to get unsophisticated clients set up.
- Advertiser requires control and privacy.
Neither is a particularly great excuse.
In the first, it might be a hassle, but you’re doing a client a big favor by getting them set up. They won’t be with you forever (I know, it’s crazy), and it will make a transition much easier.
In the second case, advertisers are often paranoid and afraid that clients will see what they are doing and decide to do it themselves — or pass on that intel to the next advertiser. So what? Transparency is good. There is more to your value than simply duplicating what you’ve already done.
Get set up the right way. Otherwise, you’re putting your ad account and the ad accounts of your clients at risk.
Your Turn
Have you received a similar warning from Facebook? How do you manage ad accounts for clients?
Let me know in the comments below!
