Circumventing Systems and Evading Enforcement are two of the most common reasons we see advertisers get ads rejected and ad accounts shut down. They can also lead to the most severe punishment.
Let’s discuss…
Circumventing Systems
Are you circumventing systems?
Here’s how Meta defines it:
Advertisers can’t run ads that purposely avoid or bypass our review process. This includes techniques that may hide an ad’s content or destination page.
Here are some examples that Meta provides:
- Limit Meta’s access to evaluate the destination page used in ads, such as through cloaking
- Use unicode characters or symbols in ad text with the intent to obfuscate words or phrases
- Obscure images in ads to circumvent our review process
Don’t do that.
Evading Enforcement
Evading Enforcement is often seen as an extension to Circumventing Systems that we see as well. Meta defines it this way:
Advertisers must not evade or attempt to evade our review process and enforcement actions. If we find that an ad account, Page, user account or Business Account is evading our review process and enforcement actions, an advertiser may face advertising restrictions.
Here are some examples:
- Create and run the same or similar policy-violating ads across multiple business assets to evade review processes.
- Run ads that have no clear business goals across multiple business assets to evade review processes.
And a big one…
3. Attempt to create new business assets after Meta restricted business assets previously for policy violations.
We see this a lot. Advertisers get an ad account shut down, so they create a new one and try to keep doing the same thing that got them shut down in the first place.
That’s Evading Enforcement, and you should expect the hammer. Instead of getting a single ad account shut down, punishment will likely spill over to your personal account and Business Manager.
And this is where advertisers will end up with no further appeals or options.
