Can We Use the Words “You” or “Your”?

Can we use the words “you” or “your” in Facebook ads or will it get them rejected?

I’ve long seen the claim that we can’t use these words, which has baffled me since I regularly use them in my ads without an issue. Let’s get to the bottom of it…

So, within Meta’s Personal Attributes advertising policy, there’s this important passage:

“Note that you can use the words ‘you’ or ‘your’ as long as your ad doesn’t mention any prohibited personal attributes and complies with our Meta Advertising Standards.”

Those prohibited personal attributes are as follows:

• Race
• Ethnicity
• Color
• National origin
• Religion
• Age
• Sex
• Sexual orientation
• Gender identity
• Family status
• Disability
• Medical or genetic condition
• Physical or mental health (including medical conditions)
• Vulnerable financial status
• Voting status
• Membership in a trade union
• Criminal record
• Name

So, you can use the words “you” or “your” in your ads as long as it isn’t in relation to one of these persona attributes. Your ad can’t say, for example…

“Are you bankrupt? Our firm has solutions.”

“You” is tied to a sensitive, prohibited personal attribute of vulnerable financial status. Instead, focus on how it is that your firm helps someone going through a bankruptcy.

Otherwise, you should be good to go. Don’t feel like you have to write awkward copy that omits “you” and “your” at all costs.