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Facebook 20Prozent TextAdPolicyClarification

Facebook 20Prozent TextAdPolicyClarification

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07/10/2013

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Facebook: Building Essential Connections
What are “product shots”?
1.
Real photos of products in real situations (e.g., the can of Red Bull on the dashboard)
2.
Images of product shots created in a studio or superimposed on alternate backgrounds (e.g., the threecans of Red Bull with the white background)
3.
Photo of a product where the image is zoomed in just to promote the logo or brand or is not a clearproduct shot must meet the 20% rule
How is Facebook enforcing this policy?
We have created
 
a new grid-based text detection tool that is the standard for determining the percentageof text that appears in any image. This tool should ensure consistent and objective enforcement of thepolicy.The tool is a 5x5 grid with a total of 25 boxes (see below).
 
To meet the 20% test, text may appear in amaximum of five boxes (5/25 = 20%).
 
If the image has text in six or more boxes, it is not eligible for an ad inNews Feed.
 
In the following image examples with text, we’ve included a screenshot of the tool with the appropriatenumber of boxes selected to help you gauge our review system.
Ad Policy
Text policy for Ad Images in Newsfeed
Policy:
 
Ads and sponsored stories in News Feed may not include images comprised ofmore than 20% text.
Details:
Text in product shots does not count towards the 20% limit for an image.This policy applies to all ad units in News Feed, including photo page post ads, link page post ads, video pagepost ads, offers, mobile app install ads and page like ads.
Helpful links for more information:
 
Facebook: Building Essential Connections
Acceptable Image Examples
Very engaging creative conveys brandpersonality, no textVery engaging creative conveys brandpersonality, text in the Red Bull sign inthe background does not count towardsthe 20% limitEngaging creative set in context, text inRed Bull can doesn’t apply towards 20%
 
Facebook: Building Essential Connections
Acceptable Image Examples
Standard product shot, text in Red Bullcans do not apply towards 20%Text in Red Bull can doesn’t apply towards 20% limit; text overlay counts but is only 4/25boxes (marked red) = 16%

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