What is the "Facebook Special Ad Category" dropdown in the Proposal Builder?

What is the "Facebook Special Ad Category" dropdown in the Proposal Builder?

You see this drop down in the SoCast Reach Platform when you input a Social Media campaign proposal: 



So, what is it?

Essentially, if you have an advertiser that sells anything to do with Credit, Employment, Housing, or Social Issues, Elections or Politics, Meta is very careful about the targeting and placement of these ads, and we need to flag it if they fall under this category.  

Here is some more specific info about each: 

Credit Ads: These are ads offering credit cards, loans, or other financial products or services.

Why they are special: To avoid targeting based on sensitive demographic information that could lead to financial discrimination, credit ads also have restricted targeting options. This ensures all eligible individuals have equal access to financial services. If you decide to run ads for this client on Facebook and Instagram, your focus will need to be on educational content about credit. Once your proposal is submitted in the platform SoCast Ad Support can verify if the targeting is accepted by Meta, or if any adjustments are necessary.

Employment Ads: These are ads promoting job opportunities, hiring processes, or recruiting services.                                                                                                                                                                   

Why they are special: Employment ads have targeting restrictions to prevent discrimination based on age, gender, race, or other protected characteristics. Advertisers may only use certain demographic filters to ensure fair and equal access to employment information. If you decide to run ads for this client on Facebook and Instagram, you can advertise job ads targeted to relevant audiences, and once your proposal is submitted in the platform SoCast Ad Support can verify if the targeting is accepted by Meta, or if any adjustments are necessary.

Housing Ads: These are ads related to real estate, housing rentals, mortgage offers, or other housing services.                                                                                                                                                     

Why they are special: Housing ads are regulated to prevent discriminatory targeting. Platforms restrict targeting options so that ads are accessible to a diverse audience, ensuring fairness in housing opportunities. If you decide to run ads on Facebook and Instagram, they can be effective for visually engaging ads, targeting specific geographic areas while adhering to guidelines. As always, once your proposal is submitted in the platform SoCast Ad Support can verify if the targeting is accepted by Meta, or if any adjustments are necessary.

Political and Social Issues Ads: These are ads related to elections, candidates, political parties, legislation, or social issues that could influence public policy.                                                                   

Why they are special: These ads are regulated to prevent misinformation, ensure transparency, and avoid manipulation of the public. Platforms often require verification of the advertiser's identity and location and may limit targeting capabilities to broad, non-specific audiences. If you decide to run ads on Facebook and Instagram, the ads can be used for awareness campaigns. As always, once your proposal is submitted in the platform SoCast Ad Support can verify if the targeting is accepted by Meta, or if any adjustments are necessary.