What does Meta prohibit in ads, and what applies to restaurants?
Meta’s Advertising Standards split content into three levels. Prohibited content never runs, such as scams, hate speech and adult content. Restricted content runs with limits, such as alcohol (only to people of legal drinking age) and job ads (Special Ad Category). Some content needs prior written permission, such as gambling. Restaurants and bars usually touch the alcohol and employment rules.
A rejected ad delays a campaign, wastes the team’s time and, when it happens repeatedly, can restrict the ad account itself. Most rejections do not come from bad intent. They come from not knowing which of the three categories in Meta’s Advertising Standards an ad falls into. Meta separates them clearly.
Prohibited content
The simplest level: if an ad falls here, it is rejected, period. The list includes, among others, child sexual exploitation, coordinating harm and promoting crime, support for dangerous organizations, discriminatory practices, hate speech, human exploitation, misinformation debunked by fact-checkers, content discouraging vaccination, fraud and scams, adult nudity and sexual content, profanity, shocking or sensational images and content encouraging self-harm or suicide.
Restricted content
Here the ad can run, but with limits, usually on age or targeting. For restaurants and bars, the most relevant examples:
- Alcohol: ads must follow local laws and cannot target people under the legal drinking age (21 in the US). Happy-hour and cocktail ads fall here.
- Health and wellness: weight-loss products, supplements and cosmetic procedures must target people 18 and older.
- Special Ad Categories: credit, employment and housing. A restaurant advertising job openings must declare this category, which locks targeting: broad age range, no gender targeting and limited detailed targeting.
Content that requires prior written permission
The highest level of control: even if the ad follows every rule, it can only run after explicit permission from Meta. Examples include online dating, gambling and betting, cryptocurrency, trailers for 18+ films, series or games, and CBD products (US only, with LegitScript certification).
Why this matters before you launch
Knowing which of these layers your restaurant falls into, before creating the ad and not after the rejection, avoids rework and delays. Bars, restaurants with strong drink menus and anyone hiring staff through ads step into at least one of these categories, often without noticing.
The 3 levels of Meta’s advertising standards
| Level | What happens | Examples |
|---|---|---|
| Prohibited | The ad is rejected, no exceptions | Fraud and scams, hate speech, adult nudity, misinformation |
| Restricted | Runs with age or targeting limits | Alcohol (21+ in the US), weight loss (18+), job ads, housing, credit |
| Prior permission | Runs only with written permission from Meta | Gambling, online dating, crypto, CBD (US only) |
Frequently asked questions
Based on the official Meta Advertising Standards (Transparency Center).
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