Personal Attributes
Directly referencing or implying knowledge about a user's personal characteristics. This is one of the most common global ad rejection triggers across all major advertising platforms.
Platform-Specific Enforcement
How the rule differs across major advertising networks.
Meta (Facebook & Instagram)
Extremely High RiskMeta strictly prohibits ads that directly or indirectly reference personal attributes. Even rhetorical questions are considered violations. Review the full Meta ad policies for detailed guidance.
Not Allowed Examples
- — "Are you overweight?"
- — "Struggling with debt?"
- — "Divorced and lonely?"
Enforcement Detail
Trigger Pattern: “You + personal condition” framing.
Penalty: Ad rejection → repeated violations → account review
TikTok Ads
High to Critical RiskTikTok prohibits direct references to mental health, body insecurities, financial hardship, or medical conditions. TikTok also flags emotional manipulation tied to personal attributes. See the TikTok community guidelines for specifics.
Not Allowed Examples
- — "If you’re depressed…"
- — "Broke and tired of it?"
- — "Skin problems ruining your confidence?"
Enforcement Detail
Penalty: Immediate rejection, sometimes shadow restriction
LinkedIn Ads
High RiskLinkedIn restricts references to income level, employment insecurity, or professional inadequacy. Priorities professional dignity and neutral messaging. Full rules are outlined in LinkedIn advertising policies.
Not Allowed Examples
- — "Underpaid professionals…"
- — "Can’t find a job?"
- — "Struggling managers…"
Enforcement Detail
Penalty: Ad disapproval, lower trust score
Google Ads
Critical RiskGoogle's Personalized Advertising Policy prohibits targeting or referencing sensitive personal traits. Google also considers landing page content in evaluation. Learn more in our Google Ads policy guide.
Not Allowed Examples
- — "Bankrupt? We can help."
- — "Diabetes treatment solution."
Enforcement Detail
Penalty: Account suspension possible under repeated violations
YouTube Ads
High RiskYouTube follows Google Ads policy but adds additional sensitivity around vulnerable audiences. Personal trauma framing or health anxiety increase risk. See the YouTube advertiser-friendly guidelines for details.
Not Allowed Examples
- — "Fear-based personal insecurity ads"
- — "Emotional vulnerability targeting"
Enforcement Detail
Penalty: Video ad disapproval or channel monetization impact
X (Twitter) Ads
Medium to High RiskX restricts ads that imply personal financial hardship, political identity, or sensitive demographic traits. Stricter around political profiling.
Not Allowed Examples
- — "Low-income voters…"
- — "Religious families need…"
Enforcement Detail
Penalty: Ad rejection; stricter review for political categories
Snapchat Ads
High RiskSnapchat prohibits personal attribute targeting especially in categories like weight loss and mental health. Stricter youth-protection enforcement.
Not Allowed Examples
- — "Teens with acne…"
- — "Feeling insecure about your body?"
Enforcement Detail
Penalty: Ad rejection + age-gate enforcement
Compliance Optimization
❌ Rejection Trigger
"Are you struggling with your mortgage payments? Our loan consolidation program can help."
✅ Expert-Verified Alternative
"Financial management tools designed for modern homeownership. Explore consolidation options."
Strategic Fix: The 'Bad' version implies the user is in financial distress (Personal Attribute). The 'Good' version focuses on the service and the category of homeownership in a neutral, benefit-driven way. This pattern is also flagged under harmful claims when combined with guarantees. Use the Meta Rejection Predictor to test your copy before publishing.
Related Resources
Explore more compliance guides, tools, and policy breakdowns.