Meta ad accounts for regulated finance: surviving review
Field notes on category restrictions, disclaimers and the asset-library structure that keeps you live.
Meta's enforcement on financial services advertising tightened sharply through late 2023, and several bridging brokers in our network had accounts disabled in December and January with little warning. The accounts that stayed live had a few specific structural things in common. None of them are documented in Meta's help centre. All of them are learned the hard way.
Category declaration and what it costs
Declare the special ad category 'Credit' on every campaign touching loan products. The audience-targeting penalties are real - no detailed targeting on certain demographics - but the alternative is account suspension when Meta's review picks up the financial product later.
Brokers who tried to avoid the special category by using softer language ('finance solutions' rather than 'loans') were the ones with disabled accounts in January.
Disclaimer placement
FCA-style disclaimers belong in the ad creative itself - on screen for the full duration of video, in the static image, in the primary text. Putting them only on the landing page was not enough to satisfy Meta's review through this period.
Annoying. Necessary. The accounts that didn't do this got pulled.
Asset library structure
Keep every approved creative in a clean, well-organised asset library with version history. When an ad gets disapproved and you need to appeal, you need to be able to point to substantially similar previously-approved creatives in seconds. Without that, appeals fail.
We standardised on a folder structure per broker with subfolders for video, static, copy variants and disclaimer language. Boring infrastructure. Saved several appeals.
What gets you disabled
Specific rate claims without disclaimers. 'Guaranteed' anything. Income claims about what the developer might earn from a financed project. Before-and-after property images without proper context. Anything that could be read as targeting financially vulnerable users.
The line is fuzzier than it should be. The cost of crossing it is account-ending. Stay well inside it.
Meta enforcement on regulated finance was a moving target through early 2024 and the brokers who survived the period were the ones who took compliance structure seriously before they had to. The asset library and the disclaimer discipline were not interesting work. They kept accounts live while less-prepared competitors were dark for weeks.
Capital Edge publishes one note a month on UK bridging finance, paid acquisition, and AI-led outbound. Written for brokers, by the team running the playbook.