Facebook adds Special Ad Category to Ads Manager

Anne Freier | August 19, 2019

Mobile Advertising

Facebook is adding a Special Ad Category to its Ads Manager, which lets marketers more easily categorise ads for housing, employment or credit.

Depending on the category that advertisers select, targeting options will be more limited.

The Special Ad Category field will become available as of September 2019 and developers will be asked to implement the feature by the beginning of December or risk non-compliance.

Facebook says it set up ad categories to avoid discrimination. The categories are described as follows:

  • Credit Opportunity: Ads that promote or directly link to a credit opportunity, including but not limited to credit card offers, auto loans, personal or business loan services, mortgage loans and long-term financing. This also includes brand ads for credit cards that include a specific credit offer.
  • Employment Opportunity: Ads that promote or directly link to an employment opportunity, including but not limited to part- or full-time jobs, internships or professional certification programs. Related ads that fall within this category include promotions for job boards or fairs, aggregation services or ads detailing perks a company may provide, regardless of a specific job offer.
  • Housing Opportunity or Related Service: Ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans and home equity or appraisal services.

Advertisers who choose to ignore setting one of the categories if their ad falls within these categories, risk having their ads eliminated from the platform.

The move follows a complaint by independent rights groups who previously complained that Facebook was enabling advertisers to target groups by post code.

“With Special Ad Category campaigns, some detailed targeting options, which may include demographics, behaviours or interests, will be unavailable, and advertisers will not be allowed to exclude detailed targeting options,” the company wrote.

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