What are the rules about using images in Facebook ads?

Are you considering running paid ads on Facebook and want to get clued up on best practice before you get started? Or perhaps you have tried running an ad that has been rejected and are trying to figure out why.

Images will help to make your ads stand out and grab the attention of your target audience, but there are rules you need to follow when it comes to promoting images on Facebook.

Before an ad will run on Facebook, it is checked on a review system to make sure the ad does not violate their advertising policies. The images or video, text, targeting information and associated landing page or destination may be reviewed during this process.

It is important that you familiarise yourself with the recommendations and rules about using images in Facebook Ads to help ensure your ads are approved and are effective.

Technical requirements

The file size of an image is restricted to a maximum of 30MB. The minimum width and height required is 600 pixels, but a minimum width and height of 1080 pixels is recommended for good resolution.

Facebook supports most file types, but the recommended formats are JPG and PNG, with a ratio from 1.91:1 to 1:1.

Text in ad images

Facebook previously had a restriction in place on the amount of text you can include in an image ad, but this limitation no longer applies.

However, if you are using text in your image, such as in a graphic or overlay, we still recommend that you keep it short, clear and concise.

Facebook conducted research and analysed feedback to help them understand how different attributes affect ad performance. They discovered that images which contained less than 20% text performed better than those with over 20% text coverage.

This does not take into account the body text that accompanies your image. So, rather than having text in your image, use the body text to communicate a written message instead.

Page permissions

In order to be able to run an ad on Facebook, you need to have an appropriate administrative role on a Page with suitable permissions.

If you do not have the required administrative rights, you will need to contact the owner or an admin of the Page to assign you an appropriate role before you can run any ads.

Prohibited content

Facebook has a long list of content which is prohibited or restricted which you should be mindful of when creating your ad. Prohibited content cannot be promoted in Facebook ads. Some examples of content which is prohibited are:

  • Illegal products, services or activities
  • Content targeted at minors that is inappropriate, illegal or unsafe, or that exploits, misleads or exerts undue pressure on the targeted age group
  • Discrimination against people based on personal attributes, including race, ethnicity, origin, religion, sexual orientation, gender identity, health condition or disability
  • Tobacco products and related paraphernalia, including e-cigarettes and vaporisers
  • Illicit or recreational drugs, or other unsafe substances, products or supplements
  • Weapons, ammunition, explosives, or weapon modification accessories
  • Content promoting the sale of adult products or services
  • Adult content including nudity, people in explicit or suggestive positions, or overly suggestive or provocative activities
  • Infringement or violation of third-party rights, including copyright, trademark or privacy
  • Shocking, sensational or excessively violent content

You can find the full list of prohibited content, as well as the list of restricted content, within Facebook’s advertising policies.


The best way of ensuring that your ads are compliant and effective is to hire a professional individual or agency to take care of your advertising for you.

Our team at DBS is on hand to help you with all aspects of your social media and pay-per-click (PPC) advertising campaigns, from research and strategy development, to design and implementation, to optimising and reporting.

If you want to reach a wider audience and increase your brand awareness and revenue, then call 01522 811688, email hello@dbs.digital, or book a call to speak to one of our digital marketing specialists.

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