Facebook gives businesses the flexibility to explore different ad categories. Choosing the right category is key to running a successful campaign. If you’ve used Facebook Ads Manager recently, you may have come across the “Special Ad Category” option. This feature is especially important for businesses in industries like credit, housing, and employment.
As of 2025, Facebook (now Meta) has continued to improve its ad policies to promote fairness and transparency. One major step in this direction is the Special Ad Category. It’s a requirement that helps prevent discrimination and ensures equal access to ads in sensitive areas.
If your ad falls under credit, housing, or employment, selecting the right Special Ad Category isn’t optional—it’s essential.
Why Was the Special Ad Category Introduced?
The Special Ad Category was first introduced to tackle growing concerns about unfair ad targeting. In the past, advertisers could target people based on age, gender, ZIP code, and other personal details. Especially in areas like real estate and hiring. Therefore, it led to the exclusion of certain groups, whether intentional or not.
To fix this, Meta created the Special Ad Category. Now, if your ad falls under credit, housing, or employment, your targeting options are limited. For instance, you can no longer filter audiences based on demographics or behaviors. Additionally, these ads must follow stricter rules around content and transparency, helping ensure fairness for everyone on the platform.
Facebook Special Ad Categories You Should Know About
This classification is now mandatory if your ad falls under any of the following categories:
1. Credit Opportunity
If your ad promotes or links to any credit opportunity, you must select the “Credit Opportunity” category. This includes:
- Long-term financing
- Credit card offers or deals
- Personal or business loans
- Mortgage loans
- Auto loans
Even if you’re just running a brand awareness ad for a credit card without a specific offer, you still need to select this category.
2. Housing Opportunity and Related Services
Next, if your ad is connected in any way to housing, you’ll need to choose the “Housing Opportunity and Related Services” category. This applies to:
- Home or rental listings
- Mortgage loans and mortgage insurance
- Home equity services
- Homeowners insurance
- Housing repair or appraisal services
Note: This does not include ads meant to inform people of their rights under fair housing laws.
3. Social Issues, Elections, and Politics
If your ad talks about a candidate, political party, or election-related topic, it falls under the “Social Issues, Elections, and Politics” category. This also includes:
- Ballot initiatives
- Referendums
- “Get out and vote” campaigns
- Advocacy around civil, health, or human rights
Basically, if your ad aims to influence public opinion on sensitive issues or legislation, it belongs here.
4. Employment Opportunity
Lastly, if your ad promotes a job or training opportunity, you must select the “Employment Opportunity” category. This includes:
- Full-time or part-time jobs
- Internships
- Job fairs or job boards
- Certification programs
Ads highlighting employee benefits. Even if no specific job is mentioned
Please note: The scenarios mentioned above are illustrative and do not cover all possible cases. They are not a substitute for legal counsel. The rules around housing, employment, and credit ads apply to advertisers based in or aiming at U.S. audiences.
What’s New in 2025 in the Meta Special Ads Category?
- Smarter Ad Reviews: Meta now uses AI to automatically flag ads that should fall under a Special Ad Category but haven’t been marked correctly.
- Wider Enforcement: These rules no longer apply just in the U.S.—they now cover countries in Canada, Europe, Asia, and Africa too.
- More Transparency: People can now see when an ad falls into a Special Ad Category and why some targeting options are limited.
- Easier Compliance Tools: Meta has added a step-by-step guide in Ads Manager to help advertisers follow the Special Ad Category rules.
What Happens If You Don’t Comply?
- Failing to select the appropriate category can lead to:
- Ad rejection
- Account-level restrictions
- Reduced ad delivery and reach
- Potential account suspension for repeated violations
Options That Are Either Different Or Inaccessible For Meta Special Ads
- Limited Targeting Options
You can’t target based on age, gender, or ZIP code. Instead, Meta gives you a broader audience selection with limited demographic filters.
- No Lookalike Audiences
You won’t be able to create lookalike audiences. Instead, Meta offers a similar option called the Special Ad Audience, which doesn’t rely on sensitive personal traits.
- Restricted Interest Targeting
Interest-based targeting is also limited. For example, you may not find niche interests or behaviors that are normally available in standard campaigns.
- Location Targeting Is Broader
You can only target within a 15-mile radius or more—no tight geographic targeting like city blocks or ZIP codes.
- Detailed Demographics Are Removed
Options like education level, income, parental status, and relationship status are not accessible in Special Ad Categories.
How to Properly Set It Up
- Create your campaign as usual.
- At the campaign level, you’ll be asked: “Is your ad about credit, employment, housing, or related topics?”
- If your ad qualifies, check the Special Ad Category box and select the appropriate option.
- Proceed with your ad set and creatives, keeping in mind that targeting limitations will automatically apply.
Conclusion
After selecting your audience within a Special Ad Category, ensure your targeting complies with Facebook’s anti-discrimination policy. Avoid filters that could unfairly exclude users based on personal attributes. If you’re advertising real estate, credit, or jobs, following these steps is crucial for compliance.
To streamline your campaigns, try Practina—an AI tool designed to support Special Ads with intelligent suggestions and easy setups.
