The Immortal
The days when Facebook ad campaigns could be hastily thrown together, bypassing platform guidelines with entrepreneurial boldness, are long gone. Today, the advertising landscape governed by Meta — the parent company encompassing Facebook and Instagram — has grown more complex, more refined, and above all, more strictly regulated. It’s no longer just about knowing “what works,” but mastering “what’s allowed.” Navigating this new ecosystem means accepting submission to an ever-growing set of rules, dictated by a tech giant now prioritizing rule enforcement above all.

Stricter rules on sensitive content
Meta now monitors sensitive topics with heightened vigilance: health, politics, religion, sexuality, money... All these areas are bound by a set of restrictions that, if ignored — or even just brushed against — can lead to immediate ad rejection or even ad account suspension.
Advertisers must now:
1. Eliminate overly direct or absolute claims about results.
2. Avoid using “before/after” visuals, particularly in wellness or fitness-related content.
3. Refrain from implying that the user has a problem or flaw to fix.
In short, it’s no longer about provoking to capture attention, but about persuading without offending, convincing without crossing the line.

Longer, more thorough ad reviews
Ad review times have significantly increased. Where it once took mere minutes for a campaign to go live, advertisers must now wait several hours, sometimes an entire day, to receive a verdict.
This evolution is due to:
1. More advanced automation and reliance on AI in the moderation process.
2. Meta’s visible push to clean up its public image, especially concerning misinformation and fraudulent content.
It is now important to plan ahead, build out broader campaign timelines, and always have backup creatives ready in case of sudden rejections.

New targeting policies: more transparency, less intrusion
The era of aggressive, nearly surgical micro-targeting is fading under pressure from European and U.S. regulatory frameworks. Meta had to adapt — and, in doing so, has forced advertisers to rethink their strategies.
Notable changes include:
1. The removal of targeting options related to political views, religious beliefs, or ethnic background.
2. The rollout of transparency tools allowing users to understand why they’re being shown a specific ad.
3. Growing pressure to obtain clear, informed consent from users — especially regarding cookies and the Meta Pixel.
The algorithm, while still immensely powerful, can no longer do everything. Strategic finesse and ethical compliance are now non-negotiable.

The comeback of sponsored organic content
Amidst these restrictions, a subtle yet significant trend is resurfacing: boosting native content. Authentic posts, originally published on a page and later promoted to a targeted audience, tend to benefit from more favorable algorithmic treatment.
This approach offers several advantages:
- It aligns better with new tone and language standards.
- It supports a more human, less overtly commercial narrative.
- It drives engagement, conversation, and ultimately, conversion.
This return to less aggressive, more story-driven advertising puts renewed emphasis on brand coherence and storytelling.

Preparing for the inevitable continuous evolution
What we’re seeing today is only a phase. Meta is changing, transforming, and evolving under societal, legal, and competitive pressures. It would be naive to assume these rules are set in stone. The only constant is change itself.

Therefore, every digital marketing actor must:
1. Stay informed in real-time about new policies.
2. Conduct regular audits of their ad campaigns.
3. Develop a resilient, adaptable content strategy.
In this new algorithmic order, mere survival is no longer enough: one must rise, adapt, and — above all — stay ahead of the curve.

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