If you run financial services ads for your business, you have probably felt like you are walking on eggshells when advertising on Meta platforms like Facebook and Instagram. One day your campaign is live and generating leads, the next it is flagged, disapproved, or worse, your entire business page is restricted. It is frustrating. It is confusing. And frankly, for a lot of legitimate businesses, it feels completely unfair.
We have worked with financial clients of all types, from mortgage brokers and investment consultants to fintech startups and budgeting apps, and one thing has become abundantly clear: Meta really doesn’t like the financial services sector.
But it is not just about the new Financial Services Authorisation process Meta rolled out in 2023. The issues run much deeper than that, and they have been quietly wreaking havoc on financial advertisers for years.
So, what’s actually going on behind the curtain? Why do so many well-intentioned, fully compliant financial businesses get caught in Meta’s net of automated rejections, page bans, and delivery limitations? And more importantly, what can you do about it if your business is caught in that crossfire?
Let’s take a closer look.
The Problem Isn’t Always the Ad, It is the Industry
If you run ads for an eCommerce store selling clothes or tech gadgets, chances are you rarely deal with disapprovals unless you break some obvious rule. But the moment your business touches money, whether it is debt consolidation, investment advice, crypto, credit repair, loans, or even financial education, you enter a different world.
It is a world where your copy is constantly scrutinised, your landing pages are algorithmically scanned for red flags, and your account can get flagged just for using a certain keyword. The whole sector is treated as high risk, even if you are licensed, compliant, and playing by the book.
Why? Because Meta, like Google, has to manage a global platform where scammers, predatory lenders, and shady investment schemes are constantly trying to run financial services ads. It is easier for them to over-police the category than to risk reputational damage or regulatory scrutiny.
But the consequence is that good businesses, the ones trying to advertise in a clear, honest way, often get swept up in that overreach. And unlike a human moderator, Meta’s ad review system is largely automated and lacks the nuance to differentiate between a well-written ad for a financial planner and a scammy forex trading scheme.
You are Probably Hitting a Policy You Didn’t Even Know Existed
Many advertisers assume that if their product or service is legal, ethical, and honest, they should be able to advertise it. That’s not how Meta sees it.
One of the most problematic policies is Meta’s restriction on ads that reference “personal attributes.” This means you can’t run financial services ads that imply the viewer has a particular financial status or problem. Something as harmless as “Struggling with debt?” or “Want to grow your savings?” can get flagged for suggesting personal circumstances.
It sounds absurd, but this policy exists to prevent exploitation, unfortunately, it is applied so broadly that even ads with positive intentions can trigger it.
Another major issue is the prohibition of “misleading or deceptive” claims. While this sounds reasonable on the surface, it is become a catch-all justification for rejecting anything that mentions outcomes like “get out of debt fast,” “improve your credit score,” or “boost your income.” Meta’s AI doesn’t care if you are a licensed professional offering a genuine service, it sees those phrases and assumes the worst.
Even if your ad makes it through the approval process, the algorithm doesn’t stop there. Meta also crawls your landing page, checking for trust signals, disclosures, disclaimers, and content tone. If your site lacks a privacy policy, has poor UX, or includes aggressive calls to action, you might find your ads quietly throttled or your page flagged as low quality.
The Page Ban Nobody Warned You About
One of the scariest parts of advertising financial services on Meta is the risk of a page-level restriction. This isn’t just about a single ad being rejected. If your business page racks up too many disapprovals, or even just triggers Meta’s risk detection a few times, you could lose the ability to advertise altogether.
And here’s the kicker: once a page is flagged, it doesn’t matter how many new ad accounts you open. You can switch Business Managers, change payment methods, or even start new campaigns with squeaky clean copy. If Meta has flagged your page, you are essentially blacklisted.
In our view, this is one of the most damaging parts of Meta’s current enforcement system. There’s little transparency, the appeals process is vague at best, and there’s no clear pathway to rehabilitate a page once it is been punished.
We have seen mortgage brokers, insurance agents, and even budgeting coaches lose the ability to advertise altogether, not because they were doing anything malicious, but because Meta’s filters thought they were.
The AI Reviewer Is Not Your Friend
Let’s talk about the elephant in the room: Meta’s review system is almost entirely automated. When you submit an ad, it is scanned by an AI before it ever reaches a human. If it finds a trigger, like “debt help,” “get rich,” or even something as mundane as “financial freedom”, it can reject the ad instantly.
Sometimes, even identical financial services ads get reviewed differently. We have seen cases where two ad sets, with the exact same copy and targeting, were treated completely differently. One was approved and performed well, the other was rejected and led to the account being restricted. That inconsistency makes it nearly impossible to run reliable campaigns unless you deeply understand how Meta thinks.
When you appeal a rejection, you are often just triggering another automated review. In some cases, a human might intervene, but the process is slow and rarely transparent. If you are running time-sensitive lead gen campaigns, which most financial services are, this delay can be a major revenue killer.
What Actually Works: Building Trust with Meta’s Systems
So, how do you survive, or even thrive, in this environment?
In our experience, the businesses that succeed on Meta as financial advertisers do a few things differently. First, they play the long game. They focus on building trust, not just with users, but with Meta’s systems. That means applying for the Financial Services Authorisation if eligible, even if you are not running investment ads. It adds a layer of legitimacy to your account that reduces your chances of being flagged.
Second, they get very smart with their copy. Instead of saying “Consolidate your debt today,” they might say “Explore your financial options with a qualified advisor.” Rather than promising outcomes, they offer education and invite people into a conversation. It is less aggressive, but ironically, it converts better in the long run because it doesn’t trigger suspicion.
Third, they take their landing pages seriously. A solid, professional-looking website with visible licensing information, clear disclaimers, a privacy policy, and no clickbait-style urgency signals will always perform better than a slapped-together funnel. If you have testimonials, make sure they’re real and not exaggerated. Avoid any sense of manipulation. Meta hates that, and users can sniff it out too.
And finally, they don’t put all their eggs in one basket. While Meta can be a fantastic source of leads when it works, it is simply not stable enough to be your only channel. Google Ads (with proper financial certification) is often a safer bet for intent-driven traffic. LinkedIn can be expensive but effective for B2B finance. And good old SEO and email marketing still deliver results if done well.
Some Final Thoughts from the Frontlines
We have had clients come to us in a panic, convinced their business was doomed because Meta banned their financial services ads or restricted their page. And while it is never fun to deal with, we can confidently say that there is a path forward, it just requires strategy, patience, and a willingness to adapt.
Meta’s goal isn’t to punish legitimate businesses. It is to protect its users from financial scams, and in doing so, it sometimes overcorrects. If you understand that, and you are willing to work within the system (even when it feels broken), you can still build profitable, sustainable campaigns.
But if you are expecting to “hack” the system, fly under the radar, or use aggressive language to force conversions, don’t bother. The algorithm is smarter than that. It is better to focus on building authority, offering real value, and treating your ad strategy like a long-term investment, not a short-term hustle.
In our view, Meta will eventually improve this system. There’s too much money in financial advertising for them to ignore how many legitimate businesses are struggling. But until then, understanding the landscape, and adapting to it, is the best way to stay in the game.
And if you ever feel like you are hitting a wall, don’t hesitate to get help from someone who’s navigated this space before. Sometimes, a fresh set of eyes can make all the difference.
We have seen firsthand just how tough the financial services space can be on digital platforms like Meta. That’s exactly why our team at Overt Digital Marketing (ODM) has carved out a special focus on helping finance-based businesses not only survive but thrive in the world of paid advertising. We don’t offer cookie-cutter campaigns or one-size-fits-all funnels. We work closely with financial professionals, from mortgage brokers and financial planners to insurance advisors and fintech startups, to build campaigns that are both compliant and genuinely effective. Our approach is grounded in real-world performance data, not theory. We know what Meta will flag. We know what gets quietly throttled. And most importantly, we know how to navigate the grey areas with strategy, creativity, and compliance front and centre. If you are struggling with repeated ad rejections, limited reach, or just can’t seem to scale your Meta campaigns no matter how clean your copy is, you are not alone, and we can help. At ODM, we combine smart ad creative with robust landing page strategies, in-depth funnel audits, and platform-specific knowledge that’s been battle-tested across dozens of financial accounts. We understand the nuance of marketing regulated services without triggering red flags. Our goal isn’t just to get you approved. It is to get you results that actually grow your business. Whether you are looking to generate qualified leads, build brand credibility, or retarget your warmest prospects without getting banned, we can tailor a strategy that works for your unique service and target audience.
If your Meta campaigns have become more of a headache than a growth engine, it might be time to partner with a team who knows this space inside and out. Reach out to Overt Digital Marketing today and let’s take a fresh look at your advertising strategy. We’ll help you stop worrying about compliance issues and start focusing on what really matters, growing your business with confidence.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
