FranDev Ads: Should You Use Facebook Special Ad Categories?

FranDev Ads: Should You Use Facebook Special Ad Categories?

If you’re running ads for your franchise opportunity on Facebook, you might consider using Facebook Special Ad Categories when creating your ad campaign’s targeting. This feature was introduced in 2019 to combat discrimination in advertising, particularly around job opportunities. However, using this feature for franchise opportunities might not be the best choice for your business.

The Issue with Facebook’s Automated Review Process

When running franchise opportunity ads on Facebook, you will need to go through an automated review process before they are approved. This review process uses machine learning to detect whether your ad falls under any of the Special Ad Categories, including “Employment Opportunities.”

The issue here is that Facebook’s algorithm sometimes categorizes franchise opportunity ads as employment opportunities. This is inaccurate, as purchasing a franchise is not the same as applying for a job. You’ll likely receive an email like this:

franchise development facebook ad rejected email screenshot

Requesting a Manual Review

If your ad is mistakenly categorized as an employment opportunity, it will be subject to certain restrictions when it comes to targeting. For example, you won’t be able to target users based on age or most location options. This is because targeting based on these criteria could be viewed as discriminatory in the context of job opportunities.

To bypass these restrictions, you can request a manual review of your ad by a human reviewer at Facebook. This process can be time-consuming and frustrating, especially if you have multiple ads running simultaneously. However, the tradeoff for going through this process is you will be able to target your ads more effectively to your ideal franchisee profile.

Note that we have gone through this process of automatic rejection and manual review hundreds of times with no negative impact to Facebook(Meta) Ads account health in both the US and UK markets. 100% of the time for the last 2 years, we see the following after the manual review is completed:

franchise development facebook ad approved after manual review

So, Facebook Special Ad Categories, or No?

Instead of using Facebook Special Ad Categories for your franchise opportunity ads, we recommend selecting “None” as your ad category. This enables you to leverage all of the targeting options available to regular Facebook ads without being subject to additional restrictions. Understand you will likely have your ads rejected and need to submit for a manual review EVERY TIME you launch a new ad or make edits to existing ads.

It’s worth noting that regardless of whether you use Special Ad Categories or not, you still need to comply with Facebook’s advertising policies around discrimination and equal opportunities. This means you cannot target your ads based on characteristics such as race, gender, religion, or disability.


At Solucru, we specialize in helping franchise owners optimize their digital advertising efforts. Our data-driven strategies and audience segmentation techniques ensure that your ads are reaching the right people at the right time. By partnering with us, you can rest assured that your ad campaigns will deliver measurable ROI.

If you’re struggling to navigate the world of Facebook advertising, we’re here to help. Contact us today to learn more about how we can help you reach your target audience, improve your ROI, and grow your franchise business.