Compliance Notice

What This Means Marketing Wise (Ads)

1. Audience Targeting Restrictions

• Limited Demographics: You cannot target users by age, gender, or ZIP code. This is to prevent discriminatory practices.
• Reduced Targeting Options: You are restricted from using detailed targeting categories like:
• Income
• Ethnic affinity
• Credit score
• Homeownership status
• Geographic Targeting: You can only use broader location targeting (like city or state level) but cannot target granular ZIP codes.

2. Ad Content Compliance

• The language in your ads must be clear, transparent, and non-misleading.
• You must avoid any terms that could be considered discriminatory or unclear, like:
• "Guaranteed approval"
• "Bad credit? No problem"
• False urgency or financial outcomes (e.g., "Double your money overnight").
• Disclaimers must be included to ensure compliance with financial advertising laws.

3. Special Category Declaration

• When setting up your campaign, you must check "Special Ad Category" (e.g., “Credit” for financial services). Failure to declare it can lead to ad disapproval or account suspension.
• This declaration triggers automated reviews and ensures your ads meet regulatory standards.

4. Ad Placement and Optimization

• Audience Reach May Be Broader: Without the ability to hyper-target, your ads will rely more on Meta’s AI to optimize delivery to users who are likely to engage with the ad.
• Expect higher costs per lead if not optimized well, as targeting precision is reduced.

5. Custom Audiences Limitations

• You can use Custom Audiences and Lookalike Audiences, but the Lookalike Audience will be adjusted for inclusivity and may no longer offer narrow matches.
• This ensures fairness and prevents exclusion of any protected group.

Practical Example for Financial Ads:

If you're running ads for real estate financing:

• You must declare "Credit" or "Housing" under the Special Ad Category.
• You can:
• Target broadly at a city/state level.
• Use general interests like "real estate investing" or "property development."
• You cannot:
• Target by age, ZIP code, or income bracket.
• Use phrases like “Lowest rates for those with great credit.”

By adhering to these limitations, you ensure your ads comply with fair advertising policies under anti-discrimination laws like the Fair Housing Act (FHA) or Equal Credit Opportunity Act (ECOA).

Link to fix it

Google Ads

Key Takeaways:

Advertisers promoting financial products or services are required to provide:



• The physical address for the business offering the financial product or service
• Associated fees
• Links to third-party accreditation or endorsement where affiliation is asserted or implied, particularly when it serves to improve the reputation of the site

Examples (non-exhaustive): Verification of government affiliation, third-party ratings

Note: Disclosures can’t be posted as roll-over text or made available through another link or tab. They must be clearly and immediately visible without needing to click or hover over anything.