Facebook Relaxes Restrictions About Ads On Non-Medical Masks and Coronavirus

Facebook | June 12, 2020

  • Facebook Ads is walking back a portion of the rule that bans the sale of face masks, driven by increased demand and state guidelines on mask-wearing.

  • Facebook announced they are relaxing the restrictions around ads selling face masks, a rule they instituted in March.

  • The rule originally came into effect as Covid-19 was spreading, and a mask shortage was imminent.


In order to prevent price gouging, hoarding, and spread of misinformation, Facebook made the decision to unilaterally ban any ads selling masks.

Phased Openings Driving Demand

As states have started re-opening, many have created new rules and guidelines for being in public.

One of those guidelines is wearing face masks to help prevent continued spread, with non-medical ones being acceptable.

This has driven demand among consumers looking to purchase reusable masks online, and causing less issue of medical ones being sought out.

Medical vs. Non-Medical Masks

Facebook has specified the ban on ads is being lifted for non-medical masks. They define non-medical masks as the following:

- non-medical grade

- masks not promoted with medical or health claims

- handmade or fabric masks

- reusable masks

- refashioned materials (notably things from clothing retailers who have started producing, like neoprene, etc)

Advertiser Restrictions for Selling Non-Medical Masks

Facebook has also noted that this ban lift will not apply to every advertiser who suddenly wants to get in the game and sell masks. They have outlined requirements around advertisers who are allowed to run these ads.

To prevent unknown entities from suddenly piling in and potentially scamming buyers, advertisers must meet some criteria.

The first is they must currently be in good standing with Facebook Ads, meaning no violations or disabled instances due to policy violation.

Advertisers must also have a minimum advertising history of at least 4 months, or be associated with a Business Manager of that age. The 4-month requirement is tied to the date advertising started – not the date the account was created.

Read more: Facebook highlights digital air strike’s click to marketplace advertising helping increase consumer sales during COVID-19

For example, if a Page was created a year ago, but it never ran ads, it would not be eligible.

Ad accounts tied to a Business Manager that has run ads in the past 4 months will be allowed.

Geography Targeting Restrictions

Some countries had unusually high policy violations for attempting to sell medical equipment during the ban. For advertisers that reside in that country and meet the criteria above, they will only be permitted to run the mask-selling ads in their home country.

- These countries include:

- Cameroon

- China

- Indonesia

- Israel

- Kazakhstan

- Malaysia

- Thailand

- Turkey

- Ukraine

- Vietnam

Facebook notes these restrictions are temporary.

Prohibited Content Tied to Mask Ads

There are also rules around the content within the ad and the landing page that ads take a user to.

There can be no medical or health claims made. This includes mentions of disease prevention, protection of the respiratory system, or ability to filter out germs.

If an advertiser wants to mention the community benefits of wearing masks, the ad and landing page cannot do so while tying it to the benefits noted above. It also cannot overstate claims about the benefits of masks.

They give the following example on the difference in language for this rule:

We’ve pivoted our business to making masks to help keep our community healthy’ would be allowed, but stating ‘We’re stopping the spread of COVID-19 by making masks’ would not be allowed .

- Facebook policy


Restrictions are still in place for hand sanitizers, surface wipes, Covid-19 test kits, medical grade face masks. None of these may be used as a free gift with purchases, either.

The full policy on this change can be found here.

Spotlight

When it comes to social media advertising, there are a variety of options available to you. If you’re trying to determine whether LinkedIn Ads or Facebook Advertising is the best social media advertising platform for your business, there are several factors to consider first.Download our exclusive social media advertising infographic, LinkedIn Ads vs. Facebook Advertising: Which Should You Choose?, to help you make a more informed decision about where to spend your money.

Spotlight

When it comes to social media advertising, there are a variety of options available to you. If you’re trying to determine whether LinkedIn Ads or Facebook Advertising is the best social media advertising platform for your business, there are several factors to consider first.Download our exclusive social media advertising infographic, LinkedIn Ads vs. Facebook Advertising: Which Should You Choose?, to help you make a more informed decision about where to spend your money.

Related News

SOCIAL MEDIA ADVERTISING

Billy Gene is Marketing Has Launched A 4-Month Advertising Certification Program

Billy Gene Is Marketing | April 30, 2021

Billy Gene, CEO of Billy Gene Is Marketing, has introduced a new advertising certification program. The four-month intensive program is designed for candidates who want to launch a career in ads, as well as marketing departments who want to advertise their own business in-house. The class will be held from May 4 to August 4, 2021. The Certified Advertising Genius Program will be taught in weekly classes, but this is not your typical classroom environment. This is a "million-dollar experience." Each class is live-streamed from their million-dollar studio, which features a 15'8" by 9'5" LED wall and multi-cam online experience, 25 luxurious theatre recliners, a production staff, and a curriculum designed to train students for the real world. According to the Bureau of Labor Statistics, more than 80% of businesses collapse within the first ten years. There are 400 million small businesses worldwide. Businesses need clients when times are tough. When things are going well, they expect more clients. With over $121 billion spent on internet ads in 2020, world-class advertisers are in high demand. Billy Gene and his in-house marketing staff will mentor students as they develop the in-demand skillset needed to assist businesses in gaining customers by direct response ads on Facebook, Instagram, and YouTube. The program is designed to help them develop new ads and attract perfect customers on a regular and predictable basis. Billy Gene Is Marketing purposefully went in the opposite direction to a conventional marketing program: instead of costing tens or hundreds of thousands of dollars and taking four years, this certification costs $5,000 and takes four months to complete. Billy Gene will personally teach the class, and class sizes will be kept small and private. If students wish to be eligible for the advertisement certification, they must apply by May 4, 2021. Students can attend classes virtually or in person at the Billy Gene Is Marketing headquarters in downtown San Diego. Commencement will take place in November 2021, and a special guest will deliver a speech. No spoilers here, but you're following this guy, and they're a game-changer when it comes to business growth. Those interested in obtaining their advertising certification from Billy Gene Is Marketing should contact an enrollment advisor by phone. Billy Gene Is Marketing is a San Diego-based marketing education organization with over 135,000 students in 75 countries. They've collaborated with some of the world's biggest franchises, including Massage Envy, Orange Theory Fitness, Crunch Fitness, and several more.

Read More

AD NETWORKS

Crystalead Announces Short-Term Campaigning Programs, Tailored for Holiday Season

Crystalead | January 04, 2021

In anticipation of the 2020 holiday season, digital marketing firm Crystalead has reported it is putting an accentuation on shorter-term campaigning plans, intended for more quick income. This is an aftereffect of a rising interest for this sort of movement among new clients, just as an agreement that this holiday season will be not the same as others. At the base of lead generation lies the agreement that in the present reality, online advertisements are adequately not to bring a deal to a close. Publicists need to consider new ideas to sell and to expand the quantity of bring clients back. That is the reason they should zero in on drawing in with likely purchasers to pick up contact subtleties from them. At that stage, 'offline' marketers come into play and do their magic via phone calls or direct meetings. In Crystalead's foundation and with an underlying spending plan, online campaigners can make and distribute crusades utilizing a basic, 3-step funnel. The outcomes comes as commissions for each lead created and submitted to the publicizing industry. Presently campaigners can design their missions in a way which can assist them with performing help cover uses having to do with the Christmas season, for example, gift shopping, vacation planning and so on.

Read More

IAS Holiday Shopping Data Shows Contextually Relevant Ads Will Be Key for Advertisers This Holiday Season

Integral Ad Science | September 23, 2020

Integral Ad Science (IAS), the global leader in digital ad verification, today released results from its 2020 consumer study on holiday shopping habits. Key findings from the study show that this year consumers are relying on online shopping and digital ads to find the perfect gifts for their friends and families this holiday season. Given the effects of the global pandemic and accompanying social distancing measures, consumer habits are shifting to account for these new realities. Almost eight in ten US consumers report that they have concerns about shopping in physical stores during the upcoming holidays due to COVID-19. Notably, 85% of US consumers now expect to do most or all of their holiday shopping online, with 48% intending to do so via their mobile device. With many holiday shoppers avoiding physical stores to some degree, advertisers can look to meet consumer needs by focusing their marketing efforts on placing contextually relevant digital ads in safe and suitable environments. 89% of consumers reported that they find online advertising important in discovering new products and promotions, while 31% said they believe that they are more receptive to ads during the holiday season.

Read More