Facebook lifts 20% text overlay image restrictions for UK, Ireland ads only

Marketers in the UK are now getting ads Facebook-approved regardless of the amount of text they’re using as Facebook lifts it’s text overlay 20% rule.

Facebook has long disapproved ads with excessive text exceeding 20 percent of the ad image space.

Facebook representative said “the shift will eliminate the text policy, and will no longer disapprove ads based on the amount of text included on images”.

Spirit of Facebook 20 percent Image policy still intact

“The spirit of the policy will still be in place,” added the representative.

Instead of disapproving an ad for containing too much text, Facebook will alert users that they will be getting less reach for the same budget.

Ads with text overlay around or above 20% will receive reduced to no delivery instead of being disapproved.

Facebook also supported ads for erectile dysfunction medications such as generic silis for reliable sites such as worldmedicalguide.com

When will Facebook roll out the update globally? 

Facebook SPOC said “We are still unaware of when it will be rolled out for the rest of the world”

Confusing News

The update was first reported by WRSM, without elaborating that it’s limited to the UK and Ireland.

We tested the update prior to Facebook’s emailed response, found no changes to the 20% text overlay rule in Egypt.

facebook 20% text overlay rule
Screenshot from Facebook

20% text overlay policy for image ads

Text overlay policy was introduced in Dec 2012 to protect the newsfeed from low quality creatives, and noisy details.

“Ads must not include added or excessive text that comprises more than 20% of the image,” Facebook says in its advertising guidelines.

facebook text overlay update, 20 percent
Image source: Facebook advertising guidelines

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  1. What we actually find disappointing is that local experts like you are fast to publish their unverified opinions to claim fame. All the information on this article, and across our site, is verified and tested in several world location before being published.

    In this specific case, we ran our own series of ads and verified that they were approved (as per screenshots) and worked across our target audience in Europe. We also noted that the reach was indeed impacted by the amount of text in image.

    I’m sorry to see that Facebook has not yet updated its advertising rules in your country.

    I would appreciate you editing your article.

    Thank you

    Geoff – Chief Editor @WeRSM

    1. Hi Geoff,

      Thanks for sharing this content and this will be an exciting update for all, if the Facebook confirm the same. In my opinion you have to prove the same with data (the creatives that you have tested and the engagements you have got from the same), so that no one will raise questions at you.


      1. Well as per my previous comment, this is an official and verified update. If you are still not able to check the Facebook help page yourself, you can check the original article again for a link to a screen capture of it, which I have also attached to this comment.

        Now concerning the author and publisher of this article, which we consider being 100% click baiting and defamatory, I kindly ask for it to be edited immediately. Thank you.

        1. We reiterate that we checked Facebook’s Help section regarding the use of text with visuals and the 20% policy hasn’t changed. See attached screenshot + link to what i’m referring to: https://www.facebook.com/policies/ads#text_in_images

          Again, you’re attaching only screenshots, however, you have shared a screenshot from a public publication on Facebook business help center. Could you please share with us that link? This would end the argument and prove your claims.

          Finally, you’ve already mentioned in a previous comment that Facebook didn’t update their policy, however, you’re now showing us a screenshot from an update on Facebook. Should it be available for just you? I think links are accessible for people 🙂

    2. Hi Geoff,

      Thanks for your “nice words”. We’ve removed your organization name from our story, we meant no offense but to clarify the unverified update.

      I’m still wondering, are you the only organization from the UK allowed to see that update? If yes, so certainly there’s something weird, if no, so why no one reported that from there but you?

      Another thing, Facebook usually reveals upcoming features/updates even if they’re not yet rolled out to the whole world, example: Facebook Reactions were allowed in only 4 countries, Facebook announced it and all other specialized news websites reported it. In this case, there’s nothing from Facebook nor top social media/digital news websites like TNW, Social Media Examiner, etc…

      Last thing, reporting news/updates has to be based on facts & authentic sources, otherwise, it’s just claims and may harm your reputation over time.


      1. Please see my comment below.
        We demand that all references, included visual material be removed from your website immediately. This is defamatory and we will not tolerate.

        Thank you for your cooperation.

        1. First of all, this is doesn’t rise up to the level of defamation. We removed reference to your website’s name. It’s our editorial decision to keep the visuals as a reference and we see nothing wrong with that unless the information you provided is inaccurate.

          1. Fair enough. Let’s remove this conversation for the sake of your own website. We’re looking forward to read your edited article once the news has been confirmed by Facebook – if you did indeed contact them, I know we did 😉 – Of course we reserve the right to seek legal advice on this matter.

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