| name | meta-ads-ad-policy-navigator |
| description | Navigate Meta Ads policies and resolve ad rejections for ecommerce businesses. Use when users ask about ad rejections, policy violations, disapproved ads, account restrictions, what they can/cannot say in ads, compliance issues, or appeals. Triggers include "ad rejected", "ad disapproved", "policy violation", "why was my ad rejected", "can I say this", "is this allowed", "account restricted", "ad not approved", "compliance check", "appeal rejection", "special ad category", or any question about Meta advertising policies and restrictions. |
Ad Policy Navigator Skill
Navigate Meta Ads policies, resolve rejections, and ensure compliant advertising for ecommerce businesses.
Skill Overview
The Ad Policy Navigator skill helps ecommerce businesses understand Meta's advertising policies, diagnose why ads get rejected, fix policy violations, appeal wrongful rejections, and proactively create compliant ads. It covers the full spectrum from prevention to resolution—essential for maintaining healthy ad accounts and uninterrupted campaigns.
Core Principle: Prevention Over Cure (2026)
AD POLICY REALITY
THE COST OF VIOLATIONS:
- Rejected ads = lost time and momentum
- Repeat violations = account restrictions
- Account restrictions = business impact
- Appeals take 24-72 hours (or longer)
- Some violations are permanent marks
PREVENTION STRATEGY:
- Know the rules BEFORE creating ads
- Build compliance into creative process
- Review ads before submission
- Monitor for policy changes
- Keep violation history clean
KEY INSIGHT: 90% of rejections are preventable with
proper knowledge. The 10% that slip through are
usually edge cases or AI review errors (appealable).
When to Use This Skill
Use ad-policy-navigator when:
- Ad was rejected or disapproved
- User asks "can I say this in my ad?"
- Account has been restricted
- Planning ads in sensitive categories (health, finance, weight loss)
- Setting up Special Ad Categories (housing, employment, credit)
- User wants to appeal a rejection
- Reviewing ads for compliance before launch
- User received policy warning
- Account under review or disabled
Reference Files
When to Load Each Reference
| File | Load When |
|---|
references/policy-overview.md | Understanding Meta's policy structure, categories, and enforcement |
references/prohibited-content.md | Checking if product/content is allowed to advertise at all |
references/restricted-content.md | Categories with special rules (alcohol, dating, gambling, etc.) |
references/ad-creative-policies.md | Image, video, and format-specific rules |
references/ad-copy-policies.md | Text, claims, and messaging compliance |
references/special-ad-categories.md | Housing, employment, credit, social issues requirements |
references/ecommerce-specific-policies.md | Rules for supplements, beauty, fashion, health products |
references/rejection-diagnosis.md | Identifying why an ad was rejected |
references/fix-and-appeal.md | How to fix violations and appeal wrongful rejections |
references/account-restrictions.md | Handling restricted or disabled accounts |
Policy Navigation Decision Tree
POLICY ISSUE IDENTIFIED
│
├─► What's the situation?
│ │
│ ├─► AD REJECTED / DISAPPROVED
│ │ │
│ │ ├─► Know the rejection reason?
│ │ │ ├─► YES → Load: rejection-diagnosis.md
│ │ │ │ Match reason to fix
│ │ │ │
│ │ │ └─► NO → Load: rejection-diagnosis.md
│ │ │ Guide through diagnosis
│ │ │
│ │ └─► After diagnosis
│ │ └─► Load: fix-and-appeal.md
│ │ Either fix and resubmit OR appeal
│ │
│ ├─► ACCOUNT RESTRICTED / DISABLED
│ │ └─► Load: account-restrictions.md
│ │ Severity assessment + resolution path
│ │
│ ├─► PRE-LAUNCH COMPLIANCE CHECK
│ │ │
│ │ ├─► What type of product?
│ │ │ ├─► Health/Supplements → Load: ecommerce-specific-policies.md
│ │ │ ├─► Beauty/Skincare → Load: ecommerce-specific-policies.md
│ │ │ ├─► Finance/Credit → Load: special-ad-categories.md
│ │ │ ├─► Alcohol/CBD → Load: restricted-content.md
│ │ │ └─► Standard ecommerce → Load: ad-creative-policies.md + ad-copy-policies.md
│ │ │
│ │ └─► Check both creative AND copy
│ │ Load: ad-creative-policies.md + ad-copy-policies.md
│ │
│ ├─► "CAN I SAY/SHOW THIS?"
│ │ ├─► About product claims → Load: ad-copy-policies.md
│ │ ├─► About imagery → Load: ad-creative-policies.md
│ │ └─► About product category → Load: prohibited-content.md + restricted-content.md
│ │
│ └─► SPECIAL AD CATEGORY SETUP
│ └─► Load: special-ad-categories.md
│ Housing, Employment, Credit, Social Issues
Quick Policy Reference
The 4 Policy Tiers
TIER 1: PROHIBITED (Cannot advertise at all)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
• Illegal products/services
• Drugs and drug paraphernalia
• Weapons, ammunition, explosives
• Tobacco and related products
• Unsafe supplements
• Adult content/services
• Counterfeit goods
• Discriminatory practices
• Misinformation
• Spy/surveillance equipment
TIER 2: RESTRICTED (Can advertise with limitations)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
• Alcohol (age-gating, geo restrictions)
• Dating services (extra review)
• Gambling/lottery (licensing required)
• Online pharmacies (certification required)
• Subscription services (clear disclosure)
• Financial services (disclaimers required)
• Weight loss (no before/after)
• CBD/Hemp (varies by region)
TIER 3: SPECIAL AD CATEGORIES (Must declare)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
• Housing
• Employment
• Credit
• Social issues, elections, politics
→ Limited targeting options when declared
TIER 4: STANDARD (Normal rules apply)
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
• Most ecommerce products
• Must still follow creative/copy rules
• No deceptive practices
• Accurate product representation
Top 10 Rejection Reasons for Ecommerce
MOST COMMON REJECTIONS:
1. PERSONAL ATTRIBUTES (Policy 4.3)
✗ "Are you tired of acne?"
✗ "Struggling with weight?"
✓ "For those seeking clearer skin"
✓ "Designed for your fitness journey"
2. BEFORE/AFTER IMAGES (Policy 4.9)
✗ Side-by-side transformation photos
✗ Weight loss comparison images
✓ Product demonstration (not body)
✓ Product results on objects (not people)
3. MISLEADING CLAIMS (Policy 4.1)
✗ "Lose 20 lbs in 2 weeks"
✗ "Cure your diabetes"
✓ "Supports healthy weight management"
✓ "May help maintain blood sugar levels"
4. SENSATIONAL CONTENT (Policy 4.11)
✗ Shocking imagery
✗ Excessive violence or gore
✗ Gruesome medical imagery
✓ Professional, tasteful visuals
5. NON-FUNCTIONAL LANDING PAGE (Policy 4.14)
✗ 404 errors
✗ Under construction pages
✗ Mismatched product
✓ Working page matching ad content
6. ADULT CONTENT (Policy 4.5)
✗ Excessive skin exposure
✗ Suggestive positioning
✗ Sexual innuendo
✓ Tasteful product presentation
7. LOW QUALITY/DISRUPTIVE (Policy 4.12)
✗ Excessive text on image
✗ Clickbait tactics
✗ "You won't believe..."
✓ Clear, professional creative
8. UNSUBSTANTIATED CLAIMS (Policy 4.10)
✗ "#1 product" (without proof)
✗ "Doctor recommended" (without backing)
✓ "Award-winning" (with citation)
✓ "Thousands of happy customers"
9. PRICING/AVAILABILITY ACCURACY (Policy 4.15)
✗ Bait-and-switch pricing
✗ "Free" when it's not
✓ Accurate, current pricing
✓ Clear disclosure of conditions
10. CIRCUMVENTING SYSTEMS (Policy 4.16)
✗ Using symbols to bypass: "w3ight l0ss"
✗ Intentional misspellings
✗ Hidden text/cloaking
✓ Straightforward, honest copy
Common Ecommerce Scenarios
Scenario 1: Health & Wellness Products
HIGH-RISK CATEGORY - Extra caution needed
WHAT'S TYPICALLY OK:
✓ "Supports overall wellness"
✓ "Made with natural ingredients"
✓ "Part of a healthy lifestyle"
✓ Ingredient lists and benefits
✓ Customer testimonials (with disclaimers)
WHAT WILL GET REJECTED:
✗ Medical claims ("cures", "treats", "heals")
✗ Before/after body transformations
✗ Guaranteed results
✗ Disease references
✗ Comparison to prescription drugs
SAFE COPY FRAMEWORK:
"[Product] is designed to support [general benefit].
Made with [ingredients] for those seeking [lifestyle goal]."
Example:
✗ "This supplement will cure your joint pain"
✓ "Formulated to support joint comfort and mobility"
Scenario 2: Beauty & Skincare
MODERATE-RISK CATEGORY
WHAT'S TYPICALLY OK:
✓ "Helps reduce the appearance of..."
✓ "For a more radiant look"
✓ Product texture and application demos
✓ Lifestyle imagery of people using products
✓ Ingredient benefits
WHAT WILL GET REJECTED:
✗ Before/after skin transformation photos
✗ "Eliminates wrinkles" (absolute claims)
✗ Medical terminology ("dermatological cure")
✗ Unrealistic expectations
✗ Excessive skin exposure
SAFE COPY FRAMEWORK:
"[Product] helps [cosmetic benefit] for [skin type/concern].
Experience [sensory/emotional benefit]."
Example:
✗ "Erase wrinkles in 7 days - see transformation"
✓ "Hydrating formula helps reduce the appearance of fine lines"
Scenario 3: Weight Loss & Fitness
HIGH-RISK CATEGORY - Most rejected category
WHAT'S TYPICALLY OK:
✓ "Supports your fitness goals"
✓ "Part of an active lifestyle"
✓ Exercise demonstrations
✓ Healthy meal/product imagery
✓ Fitness journey support messaging
WHAT WILL GET REJECTED:
✗ ANY before/after body images
✗ Specific weight loss claims ("lose X lbs")
✗ Timeframe promises ("in 2 weeks")
✗ Targeting by body type/weight
✗ Negative body image messaging
SAFE COPY FRAMEWORK:
"[Product] supports your [fitness/wellness] journey.
Designed for those committed to [positive goal]."
Example:
✗ "Lost 30 lbs in 30 days! You can too!"
✓ "Supporting your commitment to a healthier lifestyle"
Scenario 4: Supplements & Nutraceuticals
HIGHEST-RISK CATEGORY - Requires careful handling
REQUIRED ELEMENTS:
• FDA disclaimer where applicable
• No disease claims
• No drug comparisons
• Clear ingredient disclosure
• Age restrictions if needed
WHAT'S TYPICALLY OK:
✓ "Dietary supplement"
✓ "Supports [function]" (structure/function claims)
✓ Ingredient lists and sourcing
✓ "Made in USA" / manufacturing quality
✓ Customer reviews (compliant ones)
WHAT WILL GET REJECTED:
✗ Disease treatment claims
✗ "Clinically proven" without evidence
✗ Before/after transformations
✗ Drug-like efficacy claims
✗ Targeting sick individuals
REQUIRED DISCLAIMER:
"These statements have not been evaluated by the FDA.
This product is not intended to diagnose, treat, cure,
or prevent any disease."
Ad Review Process Understanding
HOW META REVIEWS ADS:
STEP 1: AUTOMATED AI REVIEW (Seconds)
├── Scans image/video content
├── Analyzes text and copy
├── Checks landing page
├── Cross-references policies
└── Result: Approve / Reject / Escalate
STEP 2: HUMAN REVIEW (If escalated or appealed)
├── Manual policy check
├── Context consideration
├── Business legitimacy review
└── Result: Final decision (usually)
STEP 3: APPEAL REVIEW (If you appeal)
├── Different reviewer
├── Fresh evaluation
├── Additional context considered
└── Result: Overturn or uphold
REVIEW TIMING:
• Most ads: Reviewed within 24 hours
• Complex cases: Up to 48 hours
• Appeals: 24-72 hours typically
• Account issues: Days to weeks
WHAT TRIGGERS EXTRA SCRUTINY:
• New ad accounts
• New payment methods
• History of violations
• Sensitive product categories
• High spend sudden changes
• Reported ads
Pre-Launch Compliance Checklist
BEFORE SUBMITTING ANY AD:
□ PRODUCT COMPLIANCE
□ Product is not prohibited
□ Product restrictions understood
□ Required licenses/certifications in place
□ Special Ad Category declared (if applicable)
□ CREATIVE COMPLIANCE
□ No prohibited imagery
□ No excessive text on image (if possible)
□ No misleading visuals
□ No before/after for body-related
□ No shocking/sensational content
□ Appropriate for all audiences
□ COPY COMPLIANCE
□ No personal attributes ("Are you...")
□ No absolute/guaranteed claims
□ No unsubstantiated superlatives
□ No medical/health claims (unless compliant)
□ Clear and accurate pricing
□ Required disclaimers included
□ LANDING PAGE COMPLIANCE
□ Page loads correctly
□ Content matches ad
□ No prohibited content on page
□ Clear pricing and terms
□ Working checkout process
□ Privacy policy present
□ TARGETING COMPLIANCE
□ No discriminatory exclusions
□ Special Ad Category limits applied
□ Age restrictions set (if needed)
□ Geo restrictions set (if needed)
MCP Tool Integration
Checking Ad Status
ads = get_ads(
account_id=account_id,
filtering=[{
"field": "effective_status",
"operator": "IN",
"value": ["DISAPPROVED", "WITH_ISSUES"]
}]
)
for ad in ads:
ad_details = get_ad_details(ad_id=ad['id'])
creative = get_ad_creatives(ad_id=ad_id)
Reviewing Account Health
account_info = get_account_info(account_id=account_id)
all_ads = get_ads(account_id=account_id)
Integration with Other Skills
| Skill | Integration Point |
|---|
| creative-studio | Ensure generated copy is policy-compliant |
| campaign-launcher | Policy check before launching campaigns |
| account-auditor | Policy violations as part of account health |
| catalog-manager | Product feed compliance for DPA |
| performance-optimizer | Rejected ads impact on performance |
Policy Navigation Principles
1. WHEN IN DOUBT, DON'T
If unsure about compliance, err on the side of caution
2. IMPLY, DON'T STATE
"Supports healthy skin" vs "Cures acne"
3. EMPOWER, DON'T TARGET
"For those seeking..." vs "If you have..."
4. DEMONSTRATE, DON'T TRANSFORM
Show product in use vs before/after results
5. SUBSTANTIATE OR SOFTEN
Either prove the claim or use qualifying language
6. MATCH EVERYTHING
Ad creative, copy, and landing page must align
7. KEEP RECORDS
Document compliance decisions for appeals
8. STAY UPDATED
Meta policies change - check quarterly
Error Handling
| Scenario | Response |
|---|
| Ad rejected, reason unclear | Load rejection-diagnosis.md, systematic check |
| Multiple ads rejected at once | Check for account-level issue, load account-restrictions.md |
| Appeal denied | Review if fixable vs policy hard-stop |
| Account restricted | Immediate load account-restrictions.md |
| New product category uncertainty | Load prohibited-content.md + restricted-content.md first |
| User wants to push boundaries | Clearly explain risks, suggest safer alternatives |
| Policy recently changed | Note uncertainty, suggest conservative approach |
