Meta Expands Credit Ads Category to Include Financial Products & Services
5 things marketers need to know about Meta’s new special ad category, financial products & services.

In October 2024, Meta broadened its “Credit Ads Category” to include a new special ads category: “Financial Products & Services.”
This update aims to enhance transparency and prevent discriminatory practices in ads related to financial offerings.
Quick Navigation:
- What Falls Under Financial Products & Services?
- Limitations for Advertisers in Financial Products & Services
- Determining Ad Classification
- Notifications and Disputes for Ad Classification
- Preparing for the Transition
What Falls Under Financial Products & Services
According to Meta, financial products and services include advertisements for insurance, bank accounts, investment services, and payment services.
Advertisers promoting such offerings can now select the new “Financial Products & Services” special ad category during campaign creation.
Limitations for Advertisers in Financial Products & Services
To ensure inclusivity and compliance, Meta imposes specific targeting restrictions on ads classified under this category.
Starting in January 2025, advertisers based in or targeting audiences in the United States, Canada and certain European countries will be required to use the special ad category designation for financial campaigns.
Restricted targeting options include:
- Age
- Gender
- ZIP code or postal code
- Exclusion targeting
- Lookalike audiences
- Saved audiences
Additionally, certain interests are unavailable for audience creation, and targeting based on city or pin-drop locations requires an expanded radius.
The impact advertisers may observe will depend on if and how restricted events are currently being used.
Meta will not pause ongoing campaigns as a result of these changes. Over time, delivery and effectiveness may decline if restricted standard events are required for campaign targeting, optimization or measurement.
Determining Ad Classification
Meta assesses whether an ad falls under the Financial Products & Services category by evaluating its content and links.
Ads promoting or linking to financial services, such as credit or insurance, are flagged for this category. Meta provides detailed definitions and examples in its documentation.
Below is an example from Meta of an ad they categorized under financial products & services:
- Screenshot from Meta documentation, December 2024.
Notifications and Disputes for Ad Classification
Advertisers will be notified via email if their ad is rejected due to classification under this category. Rejected ads can also be reviewed in Meta Ads Manager.
If an ad is wrongly categorized, advertisers may request a review through Meta’s Account Quality portal. This process typically takes 24 hours or longer in some cases.
Preparing for the Transition
With these changes, advertisers are advised to familiarize themselves with Meta’s special ad category requirements and adjust their targeting strategies accordingly. Ensuring compliance with the new guidelines will be essential to maintaining ad delivery and performance.
For more information on Meta’s updated Credit Ads Category, consult the official guidance available on their platform.
Leave a Reply