Question

I’m trying to run a investment ad in the UK and it keeps getting rejected, if I set it up in special ad category it gets approved I thought it was only the USA that you had to use special ad category am I wrong?

Answer 1

You're not wrong for being confused, but yes, Special Ad Categories do apply outside the U.S., including in the UK, especially for sensitive areas like financial services, credit, and housing.

In your case, investment ads in the UK fall under strict Meta policies due to regulatory pressure from the FCA (Financial Conduct Authority). Meta now requires that advertisers promoting financial services including investment opportunities be:

• FCA-authorized, or

• Working with an FCA-authorized entity, or

• Listed on the UK Financial Promotions Register

Without this, your ads are likely to be rejected, regardless of whether you use the Special Ad Category.

When you select the Special Ad Category, Meta reviews your ad under those stricter policies, and that’s likely why it gets approved when you declare it. You’re essentially telling Meta: “Yes, this is financial content, and I meet the requirements.”

What You Should Do:

• Use the Special Ad Category (likely “Credit” or “Social Issues,” depending on your exact offer)

• Apply for Financial Services Ad Authorization in your Meta Business Manager

• Ensure your ad copy and landing page are transparent, with proper disclaimers and no misleading claims.

Even in the UK, Meta enforces special rules for investment-related ads, and using the Special Ad Category is the correct approach. It’s not just a U.S.-only setting anymore. If you’re authorized by the FCA or compliant with UK regulations, you’re on the right track — just make sure your account reflects it.