Meta’s Special Ad Category Expands to Finance – Are You Ready for 2025?
Meta is taking another step towards ensuring fairness and equality on its advertising platform. Soon, the rules for advertising will change to include more financial products and services. Right now, Meta has special ad categories for things like housing, jobs, and credit. Starting in October 2024, they’ll add a new category called “Financial products and services.”
This new category will replace the current “Credit ads” category. So, if you’re running ads for things like insurance, bank accounts, or investments, you’ll need to choose this new category when you set up your ad. Doing so will mean that your targeting options will be more limited, as Meta works to prevent unfair practices in these areas.
By early 2025, if you’re advertising in the U.S. or targeting a U.S. audience, you’ll have to use this new category when promoting financial products and services. If you don’t, your ads might get rejected.
For those advertising credit services, not much will change. Meta’s current rules for credit ads will still apply in the U.S., Canada, and parts of Europe.
Meta will provide more details on these updates later this year, and while the timelines might shift, they will give you plenty of notice.
