Meta’s advertising platform is evolving again, focusing on promoting consumer data privacy, fairness and equity. These changes mean stricter rules for certain industries and the introduction of a brand-new Special Ad Category: Financial Products and Services. If you’re in industries such as finance, housing, employment, or social issues, understanding these updates is crucial to keep your ads running smoothly.
Adhering to all audience requirements and using these categories will be imperative for advertisers in applicable industries, as failing to select a category could result in ad rejections.
Here’s everything you need to know about these changes, why they matter, and how you can stay ahead of the game.
Special Ad Categories are specific classifications for industries where targeting options are limited to prevent discrimination and promote equity. As of 2025, these categories include:
If your campaign falls into one of these categories, failing to properly classify it could lead to ad rejections. It’s essential to:
Advertising in a Special Ad Category comes with specific restrictions. Here’s what to expect and how to navigate them:
PRO TIP: Custom audiences are your best friend. Use your own first-party data to refine targeting while ensuring compliance with Meta’s rules. Or, work with a partner such as Data Axle. Data Axle uses hundreds of different attributes to improve offline-to-online matching to enable you to accurately target customers across all major programmatic marketing and advertising platforms.
Using custom audiences can help you stay precise while adhering to regulations. Here’s what you need to know:
Meta is still rolling out detailed guidelines for certification processes, expected by March 2025. Stay tuned for updates.
When creating or editing a campaign in Ads Manager:
Meta’s policies are dynamic, and the rollout of these new rules will likely come with tweaks and clarifications. Key unknowns include how custom audiences will be audited and what happens if compliance issues arise.
To stay ahead:
Meta’s 2025 updates to Special Ad Categories are designed to create a more equitable advertising environment. While these changes bring challenges, understanding the rules and leveraging custom audiences can keep your campaigns running smoothly. Work with partners who can ensure that you stay informed, stay compliant, and you’ll be ready to make the most of Meta’s platform in the year ahead. Have question? Contact us.
This content is made available for educational purposes only and to give you general information, not to provide legal advice. The content should not be used as a substitute for competent legal advice from a licensed professional attorney in your jurisdiction. You should not act or refrain from acting on the basis of any content included in this document without seeking legal or other professional advice. The contents of this document contain general information and may not reflect current legal developments or address your situation. Data Axle disclaims all liability for actions you take or fail to take based on any content on this document.
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.