Facebook Ads and Medical Conditions
When dealing with Facebook Ads it is important to consider the topic that you are advertising and the language used on the ads themselves. The main reason for this seems to be the “over the shoulder” distribution of Facebook information.
Consider this example: you have a serious medical condition, in this case Cancer, but you don’t want your coworkers to know because they might treat you differently because of it. In fact, they might think that perhaps you can’t do your job as well as you have in the past. You don’t necessarily want this information to get out, but you are interested enough to have the condition listed on your profile under interests (not public, of course). Then, your boss walks behind you and sees Facebook on your screen (hey, it happens) and down the right side are ads for Cancer cures such as this one:
(Source: http://dcincome.com/blog/cancer-ad-censored-from-facebook/)
Your boss puts this together with a few medical appointments you’ve had recently and suddenly you find yourself without employment or medical insurance. Oops.
The above example is extreme, of course, but it is probably the nightmare scenario that Facebook’s lawyers are worried about when they decide what language is appropriate for ads.
The full guidance from Facebook lists the details, but here is a summary:
- Do not state user attributes, even as a question.
- “Get Info about Cancer” is ok, but
- “Do you have Cancer?” is not.
Attributes listed are:
- Race or ethnic origin
- Religion or philosophical belief
- Age
- Sexual orientation or sexual life
- Gender identity
- Disability or medical condition
- Financial status or information
- Membership in a trade union
- Criminal record
Knowing the Facebook ad guidelines can help you steer clear of the Facebook censors.
