Facebook Advertising Changes for US Clients

All campaigns based in or targeting the U.S. that include ads related to credit, employment or housing must be set as a Special Ad Category. Housing ads includes promoting listings for sale or rent, mortgages, home equity, appraisal services, etc. 

NOTE: These changes do NOT apply to Canadian clients and those targeting in Canada. (For now.)

When?

Changes must be applied to new or edited campaigns as of Aug 26th, 2019. 

What changed?  

Special ads must comply with the following advertising rules: 

Age: Can't target based on age. It's fixed to 18 - 65+

Gender: Can't target based on gender.

Location: All locations targeted must have a 15-mile radius set for city/town, address, or dropped pin. Can't target based on zip codes.

Detailed targeting: About 5,000 options have been removed from Facebook. May include the following: education, employment, field of study, spending habits, home ownership, investments, etc.

Also, excluding is no longer available. 

Lookalike audiences: Not available for special ads.

What does this mean?

We can't target based on age, gender, or postal code, but we will continue to advertise based on location to a broader audience.