Special Ad Category


Ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services must comply with  Facebook  Advertising Policies.

Ads in this special category must not discriminate against people based on certain personal characteristics such as race, ethnicity, national origin, religion, age, sex, sexual orientation, gender identity, family/marital status, disability or medical or genetic condition.

Audience Selection Options

Facebook encourages you to broaden and not restrict your audience. To help you comply with their Advertising Policies, some audience selection options are unavailable or limited when running ads in this special category.


Options are fixed to include ages 18 through 65+ and can't be changed.


Options are fixed to include all genders and can't be changed.

Detailed Targeting

Some detailed targeting options, which may include demographics, behaviors or interests, are unavailable. Excluding any detailed targeting selections is unavailable.


ZIP code selection is unavailable. Location selection must include all areas within a 15-mile radius of any selected city, address or dropped pin.

Lookalike Audiences

Lookalike audiences are unavailable. To reach new people, you can create a Special Ad Audience that includes people with online behavior similar to your most valuable customers.

Custom Audiences

When using a Custom Audience, be sure that your audience selections do not discriminate against people based on certain personal characteristics.

Saved Audiences

Using previously saved audiences or saving a new audience is unavailable.

Creative Considerations

As with any ad you run on Facebook, be sure that the words and images you use do not discriminate against people based on certain personal characteristics or exclude individuals or groups.

Other Resources

U.S. federal, state and local laws in some locations prohibit discrimination in this special category. It's your responsibility to comply with relevant fair housing laws in your location and the location you're advertising to ensure your ads do not discriminate.

U.S. Department of Housing and Urban Development

National Fair Housing Alliance

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