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Non-Functional Landing Page
Policy details
Change log
CHANGE LOG
Change log
Today
Current version
Non-Functional Landing Page
Ads must not direct people to non-functional landing (destination) pages. This includes landing page content that interferes with a person’s ability to navigate away from the page.
Advertisers can run ads on Meta directing people to a specific landing page as long as that page is functional, accessible and accurately reflects the product being advertised. A landing page is the destination URL that someone is sent to immediately after they click an ad.
Functionality guidelines
When running ads that direct people to a landing page, advertisers will need to make sure that it is accessible. This means:
- Link is fully functional and doesn’t lead people to a page still under construction or an error page
- Landing page functions properly and can be accessed by Meta ad review regardless of any geographic IP restrictions
- Landing page doesn’t have warnings about the security of the site
- Landing page doesn’t require someone to download unexpected programs or software to access content
- Landing page cannot be a PDF or JPEG file
Interference guidelines
When running ads that direct people to a landing page, advertisers will need to make sure that it doesn’t interfere with someone’s ability to navigate to the page. This means that there are no:
- Irrelevant pop-ups that appear when a person attempts to leave the landing page, also referred to as trapping
- Automatic downloads triggered when a person opens the landing page
- Auto-redirects that take a person to a completely different landing page
Consistency guidelines
When running ads that direct people to a landing page, advertisers will need to make sure that it matches the product or service in the ad. This means:
- Relevant content is visible without multiple clicks
- Landing page isn’t a user profile, such as “https://www.facebook.com/profile”
- Landing page isn’t “https://www.facebook.com”
- Landing page contains content and isn’t blank
- Landing page matches the product or service promoted in the ad
Additional actions guidelines
When running ads that direct people to a landing page, advertisers will need to make sure people aren’t required to take additional actions on Meta technologies before they can access the relevant content. This includes:
- Ads or landing pages that require people to perform actions on Meta technologies, such as liking or sharing a Facebook post
- Ads that direct people to a closed or secret Facebook, Instagram or WhatsApp destination without the relevant content displayed
Note: Landing pages with subscription or sign-in requirements to access the relevant content are allowed.
Enforcement
We have the same policies around the world, for everyone on Facebook.
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Outside experts, academics, NGOs and policymakers help inform the Facebook Community Standards.
