Keep Your Landing Pages Compliant With Facebook

Last updated on October 18th, 2025 at 07:28 am

Facebook ads can be a great way to drive targeted traffic to your sales funnels.

But how can you make sure that your landing pages are compliant with the platform’s standards, guidelines, and best practices?

That’s exactly what we are going to discuss today…

What are Facebook’s Incentives?

We would argue that the best way to predict someone’s behavior is to look at their incentives.

This principle applies not just to individuals but also to groups of people and organizations.

That’s why the best thing that you can do if you want to avoid getting banned from Facebook is to consider its incentives and then make sure that your behavior doesn’t conflict with those incentives.

Obviously, since Facebook is a publicly traded company, its primary incentive is to maximize shareholder value.

On a more granular level, although we cannot know for sure, we believe that Facebook has three key incentives that you need to understand if you want to successfully run ad campaigns on it:

• Keeping the platform family-friendly
• Protecting its users from scammers
• Avoiding controversies

Let’s take a closer look at each of them:

Keeping the Platform Family-Friendly

Facebook requires its users to be at least 13 to create an account, though some countries are exceptions to this due to local laws and different age requirements.

It also has a reputation for being a platform where people can keep in touch with their family and friends.

While most Facebook users belong to the 25 to 44 demographic, there are also a lot of middle schoolers and grandparents on this social network.

So it probably shouldn’t be surprising that Facebook prohibits advertising:

• Adult entertainment products and services
• Casual dating products and services
• Products and services that facilitate infidelity
• Tobacco products and related paraphernalia
• Guns, ammunition, and explosives

It also heavily regulates the advertising of alcohol products and gambling services.

Considering all that, it seems reasonable to infer that the company wants to keep its platform family-friendly, which means that your ads and landing pages should be family-friendly as well!

Protecting its Users From Scammers

Sketchy characters running ads on Facebook and scamming its users would reflect badly on the company so we can probably safely assume that it wants to prevent that from happening.

Unfortunately, some of the best online marketing practices have been abused by scammers to such an extent that they can get you in trouble despite being ethically neutral.

Say, from the conversion rate optimization perspective, it’s better to drive traffic to a standalone squeeze page rather than to your website, but Facebook might see that as a red flag because scammers use this approach as well.

So it might make sense to add a squeeze page to your company’s website and then drive traffic to it instead, though that will almost certainly lead to a lower conversion rate.

Same thing with email pop-ups. There’s nothing unethical about having them on your landing page, but since scammers use them a lot, Facebook doesn’t allow it anymore.

As for the landing page copy, it’s best to avoid claims that could be interpreted as promising specific results.

This is especially true if you are selling something that is related to health and fitness or making money online since these industries are notorious for attracting scammers. Play it safe and keep it vague.

Disclaimers are also important, especially if you want to run ads to your webinar landing page. You need to make it clear that although the webinar itself is free, you are going to pitch a paid product or service at the end of it.

Finally, make sure that your landing page features the street address and the official phone number of your company as well as links to your terms of service and your privacy policy pages. This should help you increase your credibility in the eyes of Facebook!

Avoiding Controversies

Facebook seems to be embroiled in endless controversies which have damaged its reputation in the eyes of the public.

We can probably safely assume that the company wants to avoid any further drama, especially considering that it has been investing a lot of resources in repairing its brand image.

So ask yourself: is there anything about your ads and landing pages, your business or your public conduct that might reflect badly on Facebook?

Facebook’s Advertising Standards

Meta Platforms Inc, which is doing business as Meta, is the company that owns both Facebook and Instagram, among various other products and services.

You can go to Meta’s Business Help Center to learn more about its advertising standards.

If you want to run ads on Facebook, you should familiarize yourself with those standards and make sure that your ads are compliant with them.

As for the landing pages, what matters the most is that there’s no bait-and-switch sketchiness going on, meaning that the offer in the ad and the offer on the landing page need to match.

In addition to that, as we already discussed, you want to keep everything family-friendly, avoid online marketing practices that might raise red flags, and make sure that there’s nothing in your ads or on your landing pages that might reflect badly on Facebook.

Meta’s Ad Library

Meta has an Ad Library where you can see the ads that are currently running on its properties.

We recommend using the search function to look for the ads of your competitors. Then, click through to their landing pages. How are they presenting their offers?

Pay attention to when these ads were launched. The longer an ad has been running, the more likely it is that both the ad itself and the landing page associated with it are compliant with Facebook’s standards.

You can probably learn something from these long-running campaigns!

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