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

Update June 13, 2016: Facebook rolled out the update globally

Digital marketers in the UK and Ireland are now getting their ads Facebook-approved regardless of the amount of text they’re using as the social media giant lifts it’s 20% image-text overlay rule.

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

“The shift will eliminate the text policy, and will no longer disapprove ads based on the amount of text included in an ad’s image,” Facebook’s global advertising representative told Digital Boom in an email.

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 the 20% limit in place today will receive reduced to no delivery instead of being disapproved,” the global advertising representative explained.

When will Facebook roll out the update to all advertisers around the world?

Facebook SPOC told Digital Boom in an e-mail “We are still unaware of when it will be rolled out for the rest of the world, But we will more than happy to inform you when that does happen”.

Confusing News

The update was first reported by a UK website, which broke the news that the 20% rule has changed without elaborating that it’s limited to the UK and Ireland.
Digital Boom tested the update prior to Facebook’s emailed response and found no changes to the 20% text overlay rule in Egypt.
facebook 20% text overlay rule
Screenshot Facebook Advertising

20% text overlay policy for image ads

The 20% text overlay policy was introduced in December 2012 to protect the newsfeed from low quality creatives, and too much detail in ads.

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

Facebook lifts 20% text overlay image
Credit: Facebook advertising guidelines

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