Navigating
Facebook Ad Policies.
Custody & Agency is dedicated to empowering the banking industry with expert guidance on navigating the intricate landscape of Meta (Facebook & Instagram) advertising requirements and Special Ad Categories.
Meta Business Manager
Ad Rejected: Discriminatory Practices
Your ad appears to offer housing, employment, or credit opportunities but has not declared a Special Ad Category.
HEC Category Declared
Lookalike audiences disabled. Age targeting locked to 18-65+.
The Credit Category (HEC).
Financial institutions must declare their ads under Meta's Housing, Employment, and Credit (HEC) Special Ad Category. Failure to do so results in immediate account bans.
Targeting Restrictions
Under HEC, banks cannot target audiences by age, gender, or zip code to prevent discriminatory banking practices. Radius targeting is locked to 15 miles.
Lookalike Disabling
Standard Lookalike Audiences are prohibited for banking ads. You must use Special Ad Audiences, which remove protected characteristics from the matching algorithm.
Copy Restrictions
Ad copy cannot imply knowledge of a user's financial distress, bankruptcy, or specific income level. All claims must include required Member FDIC links.
Leveraging
Social Capital.
Despite the restrictions, professionals are leveraging social media and banking apps to streamline operations and enhance customer engagement within the rules.
- 01 Trust Validation
Social media platforms help banks build brand visibility and trust by sharing broad success stories and general educational content, rather than direct credit solicitations.
- 02 App Integrations
Running App Install campaigns optimized for frictionless downloads, where users can perform transactions seamlessly, reducing branch visits.
- 03 Customer Support
Banking professionals use secure, private social media channels to address general queries and provide timely updates on macro-economic shifts.
Our Agency Impact
"Custody & Agency transformed our digital marketing strategy, ensuring compliance while significantly boosting our online engagement on Facebook."
"Their expertise in regulated industries is unmatched. Our campaigns have never been more effective and compliant within Meta's ecosystem."
Stop Getting Banned.
Ready to elevate your banking industry's digital presence? Connect with Custody & Agency today for a personalized consultation on navigating Meta's strict advertising requirements without sacrificing lead volume.
Consult Meta Strategist