Facebook remove 20% text in advertising rule…….. but don’t rejoice too quickly!

If you have ever had to produce an advert for your Facebook page you are probably well aware of the 20% text rule. For those who have been lucky enough to escape the torture of ensuring that you advert only contains text over 20% of the advert, then you have been blessed.


But worry no more as Facebook has announced that this is no longer going to be an issue. Facebooks ads page will no longer automatically reject you advert if there is more space used up by text. Following a test that was rolled out in April, Facebook found that people were confused by their 20% rule and that it was unclear that the advert would have been rejected until it was submitted. They were keen to point out however that their research has shown that users prefer adverts with less text.


While you are jumping for joy at this news we are going to have to burst your bubble slightly. While your images will not be rejected for too much text, they will be subjected to categorizing depending on how much text you use, and this will have an impact on your posts reach (as well as the possible cost of your advertising campaign!)


The new system will include 4 categories; “Ok”, “Low”, “Medium” and “High”. Depending on the amount of text your image contains, your advert will fall under one of these categories and this will determine your engagements.


Facebook have released images to give you examples of each of these categories:













Feedback from users has not been great already. Some companies have suddenly found that adverts that have previously worked have stopped gaining impressions, even though it had been accepted when the 20% rule was in existence. There have been no set guidelines either on the amount that needs to be spent on each category to actually gain engaged.


The old rules regarding exceptions to the amount of text allowed still apply where the following adverts are exempt from text limits

  • Movie posters
  • Book covers
  • Album covers
  • Product images: Where an entire product can be seen, and not just a zoomed in image of the product
  • Posters for concerts/music festivals, comedy shows or sporting events
  • Text-based businesses: Calligraphy, cartoon/comic strips, etc.
  • App and game screenshots
  • Legal text
  • Infographics