Facebook Sensitive Category: Credit Cards

When running a Facebook campaign for a credit card, there are specific limitations and guidelines you need to follow regarding audience targeting. Facebook has policies to ensure that financial services ads are compliant with legal regulations and provide a good user experience. Here are some key limitations:

1. Special Ad Categories:

   • Credit card ads fall under the "Credit" category, which is part of Facebook's Special Ad Categories. When setting up your ad, you must select the "Credit" category. This category has specific restrictions to prevent discrimination.

2. Limited Targeting Options:

   • Age: You cannot target users under 18 years old.

   • Gender: You cannot target based on gender.

   • ZIP Codes: You cannot target users based on specific ZIP codes.

   • Lookalike Audiences: Lookalike audiences are limited to Special Ad Audiences, which are adjusted to prevent discrimination.

3. Interest and Behavior Targeting:

   • Your targeting options will be more restricted compared to other categories. For example, you cannot target users based on their interests in financial products or services.

4. Custom Audiences:

   • You can still use Custom Audiences (e.g., based on your customer lists), but you must ensure compliance with Facebook’s terms and policies.

5. Geographic Targeting:

   • You can target users based on broader geographic areas (e.g., cities, regions, or countries), but not down to the specific ZIP code level.

6. Ad Copy and Landing Page:

   • Your ad copy and landing page must comply with Facebook’s Advertising Policies, including clear disclosure of terms and conditions, avoiding misleading claims, and ensuring the ad is not discriminatory.

7. Credit Offers:

   • If your ad promotes specific credit offers, you must ensure that the terms are clearly disclosed and comply with relevant legal requirements.

These restrictions are in place to ensure fairness and to prevent discriminatory practices. It’s essential to review Facebook’s Advertising Policies and Special Ad Categories guidelines to ensure full compliance when running a credit card campaign.