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This is actually one of those areas where it depends. Some of the context behind the answer to your question involves what market you’re in. Obviously, when something is “super-fast diet,” it’s dealing with weight loss and that’s a lot more scrutinized market when it comes to before and after photos which are, according to the terms of service, they’re prohibited on both ads and landing pages because the terms of service applies to both.
Now, having said that, let me actually pull that up real quick here. Here’s where it gets a little bit weird because it says here in the terms of service that ads must not contain before and after images or images that contain unexpected or unlikely results. Now, they must not imply or attempt to generate negative self-perception in order to promote diet, weight loss or other related products.
So, when you click the “learn more,” they actually show some photos. You see, they’re giving examples of what you can and can’t do. All right? This is an example of before and after side by side in the ad. This is an example of a before and after side by side. Anything that has the red X is stuff that they don’t want you to do. The greens are things that they do want you to do.
Technically, anything side by side like that that has some kind of unexpected result is going to get this banned. Now, this is probably considered an unexpected result because it’s hair.
Now, when we look at your particular landing page—and this is where the nuances can be—because the before and afters are fully clothed, you can’t really see what Facebook deems in the policies as an unexpected or unlikely result, especially when the people don’t look super ripped and they’re not like showing abs and stuff like that.
Most of yours, it’s like these are really expected results. Now, this one is a little bit unexpected, because you can clearly see she lost a lot of weight. But a lot of these other ones, they’re not and there’s definitely not—this is the only one with the shirt off, so this would be one where they would probably more have a problem, but the rest of these they wouldn’t actually because they’re not showing the unexpected result.
It’s not about whether it’s on the landing page or not because the ad policies apply to landing page, it’s how you’re doing the before and after that actually matters and where they look at it. And this is also subjective. Because I’ve had people in policy that have looked at something like this and they’re like, “Oh, it’s fine.” And then I’ve had people in policy look at something like this and say it’s not fine. Okay?
These are, again, another one of those grey kind of subjective areas.
To the victor belong the spoils,
Jason Hornung
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