Updated Facebook Ads Policies for European Countries - Effective 11/16/2020

Starting November 16, 2020 and rolling out gradually through early December, Facebook will start to enforce new rules for ads run by European Advertisers or ads targeting people in Europe.

As Facebook continues to roll out these updates, impacted advertisers may see notifications in Ads Manager and emails indicating that campaigns using the affected features have been paused.

Beginning in early December, certain messaging-related ads, targeting options, and performance reporting for ads delivered to and from Europe will be unavailable. See this Ad Center article for more information.

Who's affected by this?

Any advertisers with ads delivered to or from Europe (targeted to European locations, delivered to users in Europe, or from advertisers or Pages based in Europe).

What's changing?

Several Messenger and Instagram products will be unavailable for advertisers in Europe and for any campaigns globally targeting people in Europe, including:

  • Ability to optimize for Conversations or Leads in the MESSAGES, TRAFFIC, and CONVERSIONS objectives
  • Lead generation features for ads that click to Messenger
  • Sponsored messages
  • Messaging metrics for ads reporting & insight for messages
  • Engagement Custom Audiences based on people who have messaged a Page or Instagram business profile (and Lookalike Audiences based on these Engagement Custom Audiences)

See this Ad Center article for more information.

When are these changes happening?

Starting November 16, 2020 some affected campaigns will be paused in Ads Manager. This will happen gradually util early December. If you ads are affected, you will see notifications in Ads Manager and emails indicating that campaigns using the affected features have been paused.

Beginning in early December, certain messaging-related ads, targeting options, and performance reporting for ads delivered to and from Europe will be unavailable. See this Ad Center article for more information.

My ads are affected by this change. What are my alternatives?
  1. For customer utilizing Click-to-Messenger ads:
    1. The MESSAGES objective will continue to be available but instead of optimizing for CONVERSATIONS or CONVERSIONS you can change your ad to optimize for LINK CLICKS, which will optimize delivery for clicks of the “Send Message” CTA.
    2. Note that switching your optimization goals may lead to a change in performance.
  2. If your business objective is to generate leads, lead ads will continue to be available via the LEADS objective.
  3. For non-European advertisers running multi-country campaigns that include European consumers, we suggest splitting European consumers into a separate campaign before changes go live. For this separate campaign targeting European consumers, consider the alternative options that remain available (mentioned above).

 

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