Enforced Circumvention and Avoidance Systems

Circular Systems and Usage Avoidance are two of the most common reasons we see advertisers rejected and ad accounts closed. They can also lead to more severe punishments.

Let’s discuss…

Circulation Systems

Are you skipping systems?

Here’s how Meta describes it:

Advertisers cannot run ads that intentionally avoid or bypass our review process. This includes techniques that may hide the content of the ad or the landing page.

Here are some examples provided by Meta:

1. Limit Meta access to check the landing page used in ads, such as blocking
2. Use unicode characters or symbols in the ad text for the purpose of abbreviating words or phrases
3. Hidden images in ads to bypass our review process

Don’t do that.

Avoidance of Coercion

Force Avoidance is often seen as an extension of the Circumventing Systems we see as well. Meta explains it this way:

Advertisers should not evade or attempt to evade our review process and enforcement actions. If we find that an ad account, Page, user account or Business Account is evading our review process and enforcement actions, the advertiser may face advertising restrictions.

Here are some examples:

1. Create and run the same or similar ads that violate the policy on all business assets to avoid review processes.
2. Run ads without clear business goals across business assets to avoid review processes.

And the big one…

3. Attempt to create new business assets after Meta has previously restricted business assets due to policy violations.

We see this a lot. Advertisers find out that an ad account has been banned, so they create a new one and try to continue doing the same thing that got them banned in the first place.

That’s Avoidance Forcing, and you have to wait for the hammer. Instead of a single ad account being banned, the penalty may extend to your personal account and Business Manager.

And that’s when marketers will end up with no other appeals or options.