Meta (Facebook) Landing Page Requirements: What Ad Review Checks in 2026

Facebook and Instagram ad review doesn't stop at the ad itself. Meta's policies say it outright: review covers "images, video, text and targeting information, as well as an ad's associated landing page or other destinations". So whatever site you send traffic to, whether it's your own landing page or a white page, it has to hold up on its own.

Below is what Meta actually requires of a destination, according to its official policies. Sources are listed at the end, all checked on 26 September 2026. Meta recently reorganised its rules: several landing-page requirements now live in the "Spam" Community Standard rather than in separate advertising-policy sections.

How review works

• Review is mostly automated. People train the systems and review some ads manually.
• It usually takes up to 24 hours, sometimes longer.
• Ads can be re-reviewed at any time. Any change to the creative, targeting or link triggers a new review.
• Meta considers an advertiser's compliance history.

The practical takeaway: the site has to be in order for as long as the ads run, not just at the moment of review.

1. The site works and is accessible

The first item in Meta's advertising policy basics checklist: the site your ad links to must be "functioning properly" and "clearly accessible". A non-functional landing page is its own violation type. In practice, the page loads on a phone, menu links don't lead to 404s, and forms don't throw errors.

2. The site matches the ad

Meta's relevance rule is clear. The products and services in the ad must match those promoted on the landing page, and the ad must clearly represent the company, product or brand being advertised. The "Spam" Community Standard also prohibits misleading links, meaning links that promise one type of content and deliver something substantially different.

A dental clinic in the creative and "innovative business solutions" on the site is a mismatch.

3. The site has real content

In its ad quality guidance, Meta lists the signs of a low-quality landing page:

• no substantive or original content
• a disproportionate volume of ads relative to content
• pop-up or interstitial ads (legal disclosures and paywalls are exempt)
• unexpected content experiences, such as an article split across many pages to inflate views
• misleading experiences, i.e. misrepresenting the product, shipping or support

A one-screen placeholder with no description of the business, no contacts and no detail is exactly a page with no "substantive content".

4. No traps, exit pop-ups or hidden redirects

The "Spam" Community Standard specifically prohibits:

• Deceptive redirects. This covers a site that requires an action (a captcha, "click here") and then moves the user to another domain. It also covers a site that automatically redirects to a substantially different domain without any user action.
• Deceptive landing page functionality. This means UI that generates accidental clicks, including "trapping", where irrelevant pop-ups appear when a person tries to leave.
• Landing page or domain impersonation of trusted brands.
• Fake buttons, such as play or like buttons that don't do what they show.

5. No exaggerated promises or personal-attribute pressure

Meta's basics checklist warns against misleading and shocking content, "unrealistic expectations", and images of functionality that doesn't exist. A separate rule bars ads from asserting or implying personal attributes such as health, finances or age. "Drowning in debt?" and "Over 50?" are typical examples.

The same goes for the site. Invented reviews, ratings and "guaranteed results" are an unnecessary risk anyway.

6. Privacy policy, pixel and cookies

• Lead ads. Lead ads carry a link to a privacy policy. Meta suggests the policy explains what data is collected, how it is used, whether it is shared with third parties, how to delete it, and how to reach you. The link cannot point to a PDF, an image or a download. It must be a page on your site.
• Pixel and Conversions API. Under the Meta Business Tools Terms, every page with the pixel needs a clear and prominent notice. The notice must link to an explanation of cookies and pixels and to a way to opt out. Where cookie consent is required by law (for example in the EU), you must obtain it in a verifiable manner. You also may not place your pixel on sites you don't own.
• Health and financial data about users must not be sent to Meta.

7. A real business behind the site

Meta's standards say ad accounts must be associated with a legitimate business or individual. When there are signs of misrepresentation, Meta may ask for verification.

• Business verification. Your details must exactly match the legal entity, and the website must load and be HTTPS. A decision can take up to 14 business days.
• Domain verification proves the domain is yours. It is free and works through a meta tag, an HTML file or a DNS record.

The brand name, contacts and address on the site should be consistent with each other and with the business details.

8. Regulated verticals

Some verticals need Meta's permission as well as a good site:

A site for these verticals should reflect this with age limits, risk warnings and the country's legal texts.

Cloaking is prohibited, and that matters most

Meta defines cloaking directly: an attempt to get around its policies by intentionally showing its review systems different content than users see. Cloaking is prohibited, and so is helping anyone evade Meta's enforcement. The consequences are rejected ads and a restricted business account and assets, which then can't be used to advertise.

Meta can also restrict a domain. Every ad pointing to a restricted domain is rejected. The restriction lasts 60 days and repeats if the violations continue. The site reviewers see and the site users see have to be the same, legitimate site.

A weak landing page costs more even before any ban

Meta lists landing page bounce rate and time on the landing page among its quality signals, along with hides and reports. A page, domain or ad account that is consistently low quality can be marked as such, and those ads cost more. A good site affects your cost per result, not just your approval.

Checklist before launching on Meta

• The site loads on a phone, with no 404s or errors
• The product on the site matches the ad
• There is a business description, services and contacts: real content
• No exit pop-ups, hidden redirects or fake buttons
• No invented reviews, "guarantees" or personal-attribute pressure
• A privacy policy as a web page (not a PDF), a pixel notice, and cookie consent for the EU
• The brand name and contacts match the business details, and the site runs on HTTPS
• For regulated verticals: Meta's permission and the right warnings on the site

For a general pre-launch check, see our white page checklist.

What WhiteCraft covers, and what it doesn't

WhiteCraft sites are generated as multi-page sites. Each includes:

• a business description and services
• contacts in the country's format
• a privacy policy, terms, cookie policy and cookie banner
• thank-you and 404 pages
• no invented reviews or ratings

Before download, the health score flags missing pages, language mismatches and inconsistent contacts.

What stays with you:

• Meta's permission for regulated verticals
• creatives that match the site
• business and domain verification
• compliance with Meta's policies

No tool can guarantee approval, but a complete, tidy site removes the most common reasons for rejection. See features and pricing.

Sources (checked 26 Sep 2026)

• Meta Advertising Standards: relevance, review, regulated categories
• Community Standard: Spam: landing pages, redirects, cloaking
• Advertising policy basics: the basics checklist
• Ad quality best practices: low-quality page signals
• About ads in review: how review works
• Restricted domains
• Lead ads privacy policy
• Meta Business Tools Terms: pixel and cookies
• Business verification and domain verification
• Financial services and Health and wellness