The financial products special ad category
Meta treats credit and financial-product ads as a special ad category in a growing list of countries. When the category applies, some targeting options such as detailed age, gender and postcode targeting are restricted, and lookalike audiences behave differently.
Declare the category when Meta requires it for your market. Ads that should be declared and are not are a common cause of disapproval and account flags. Check Meta's current Advertising Standards for India before launch.
Creative that clears review
Most rejections are about claims, not design:
- No 'guaranteed approval', 'no documents' or 'instant money' promises.
- Do not imply personal attributes, such as 'Struggling with debt?' aimed at the viewer.
- Name the regulated lender or make the facilitation role clear for DSAs.
- Keep rate claims accurate and consistent with the landing page.
Lead forms and WhatsApp
Instant forms and click-to-WhatsApp ads are the backbone of DSA lead generation. Include a link to your privacy policy, ask only for what you need at the first step, and state who will contact the user. Higher-intent forms with a review screen usually reduce volume but improve lead-to-login.
Frequently asked questions
- Why was my loan ad account restricted?
- The most frequent causes are undeclared special ad category, approval-guarantee claims and repeated disapprovals in a short period. Fix the pattern before appealing.
- Can I still target by city?
- Location targeting is usually available, though radius and postcode options can be limited under the special ad category.
This guide is a marketing summary, not legal advice. Platform policies and regulations change; always confirm against the official source and your compliance team.