Self-Serve Ad Terms
Your use of Meta Company Products (such as the self-service advertising interfaces and APIs) for creation, submission and/or delivery of any advertising or other commercial or sponsored activity or content (collectively, “Self-Serve Ad Interfaces”) and any order you place through the Self-Serve Ad Interfaces (“Order”) is subject to these terms (“Self-Serve Advertising Terms” or “Self-Serve Ad Terms”) and to the Meta Commercial Terms ("Commercial Terms").
You can target your desired audience by buying ads to be delivered on Facebook, Messenger, Instagram, our publisher network, or any place we serve ads.
  1. When you place an Order, you will tell us the type of advertising you want to buy, the amount you want to spend, and your bid strategy. If we accept your Order, we will deliver your ads as inventory becomes available. Subject to Section 5, when serving your ad, we use best efforts to deliver the ads to the audience you specify or to achieve the outcome you select, though we cannot guarantee in every instance that your ad will reach its intended target or achieve the outcome you select.
  2. Some of our products include features that allow Meta to assist you with the setup of your ad campaigns, including through the automated selection of audience, placements, objectives, and other campaign criteria. These features are optional, and you may choose to “opt in” or “opt out” of them, as applicable.
  3. We may reject or remove any ad for any reason. Your ads must comply with all applicable laws, regulations, and guidelines, as well as our Advertising Standards. You are solely responsible for the Order, ad content, targeting decisions, and ad placements. Failure to comply may result in a variety of consequences, including the cancellation of ads you have placed, suspension or termination of your account, and forfeiture of unused Advertiser Balance, to the extent permitted by applicable law.
  4. You will pay for your Orders in accordance with the following:
    1. Your use of payments features is subject to our Community Payments Terms to the extent applicable. Some Orders may be billed through your account with a third party (such as Apple) as disclosed via in-product and/or other communications. Such Orders are subject to any applicable third party terms and conditions. Where applicable, you agree that Meta may request a refund from a third party on your behalf for Orders you purchased from such third party. If you use an Ad Coupon, your use is subject to the Ad Credit Coupon Terms and Conditions.
    2. You will pay all amounts specified in each Order you place, along with any applicable taxes and fees. The amount you are billed by Meta for each Order will be calculated based on our tracking mechanisms. The amount you are billed by a third party will be calculated based on the third party’s terms/policies.
    3. By placing an Order, you authorize us to obtain your personal and/or business credit report from a credit bureau, either when you place an Order or at any time thereafter.
    4. You are responsible for maintaining the security of your advertising account, and you understand that you will be charged for any Orders placed on or through your advertising account.
    5. If you are making direct debit payments, you agree that we can charge you any amount that falls within the range you agreed to upon signup. We will notify you in advance if any charge will exceed the agreed-upon range.
    6. You can cancel an Order at any time, but your ads may run for 24 hours after you notify us, and you are still responsible for paying for all ads that run.
    7. The amounts you are charged may be subject to and include applicable fees, taxes and levies, including without limitation withholding taxes. You are responsible for bearing and remitting any taxes that apply to your transactions. You will indemnify and hold us harmless from and against any claim arising out of your failure to do so.
    8. If your payment method fails or your account is past due, we may take additional steps to collect past due amounts. We may use a third party service provider to collect such amounts. You will pay all fees and expenses associated with such collection, including reasonable attorneys' fees. Past due amounts will accrue interest at 1% per month or the lawful maximum, whichever is less. If we use a third party service provider, you will be subject to the third party’s terms and conditions.
    9. We may allow you to pay for certain services in advance that can be used solely on Meta (“Advertiser Balance” or “Service Credits”). You may choose to use such services at any time subject to these terms; the services are immediately available to you. Advertiser Balances are only for business or commercial purposes. Advertiser Balances are not legal tender or currency; are not redeemable, refundable (except where required by law or compliance or otherwise stated in our terms), or exchangeable for any sum or money or monetary value; have no equivalent value in fiat currency; do not act as a substitute for fiat currency; and do not constitute or confer upon you any personal property right. Meta is not an operator of a digital wallet or a stored value facility, and is not an issuer of e-money. Meta is not a bank, and does not offer banking services; accordingly, Advertiser Balances do not earn interest, are not deposit obligations, and are not insured by the Federal Deposit Insurance Corporation, the Financial Services Compensation Scheme, or any other entity or insurance scheme, whether governmental or private.
    10. You will fall under one of two categories depending on your payment method: invoiced or non-invoiced client. Invoiced clients are those for whom Meta sets a maximum spending limit and issues invoices on a periodic basis for payment in accordance with the applicable invoicing terms. Non-invoiced clients are those who must make payments at the time of purchase itself. In its sole discretion, Meta may classify clients as invoiced clients based on factors such as ad spend and creditworthiness.
  5. You understand that, from time to time, we run tests on our Self-Serve Ad Interfaces and related systems, which may impact your use and experience thereof, including campaign performance. You acknowledge and agree that we may test as notified in these Self Serve Ad Terms, including to assess formatting, relevance, pricing, reporting, targeting, and delivery.
  6. By placing an Order, you grant us the right to access, index, cache, analyze or crawl the content available through your domains, webpages or URLs, or any portion thereof, for developing and improving advertising and other business-related products and related uses, research and training, and maintaining the integrity of the Meta Company Products.
  7. We will determine the size, placement, and positioning of your ads. Scheduling of delivery is subject to availability and may not be continuous. We do not guarantee the reach or performance that your ads will receive, such as the number of people who will see your ads or the number of clicks your ads will get.
  8. We cannot control how clicks are generated on your ads. We have systems that attempt to detect and filter certain click activity, but we are not responsible for click fraud, technological issues, or other potentially invalid click activity that may affect the cost of running ads.
  9. Our license to deliver your ad will end when we have completed your Order. You understand, however, that:
    1. Once displayed, ads are public information. Ads may be re-shared and accessed outside of the targeted audience (including from the Facebook Page or profile or Instagram Professional Account running the ads or within Meta Company Products). If users have interacted with your ad, your ad may remain on our Products (e.g., shared until the users delete it or visible to users through their account tools).
    2. If your ad is about Social Issues, Elections or Politics, Meta may display (at no cost to you) and provide access to the ad content and creative, and information about the ad campaign (such as total spend and delivery data, and targeting information) for a period of seven years from the completion of your order.
    3. You consent that Meta may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if Meta believes that disclosure would assist in a lawful investigation.
  10. During the term, we will provide you with reports about the kinds of people seeing your ads and how your ads are performing. Your use of these reports is subject to the Data Use Restrictions in our Advertising Standards. We may provide a business, and all those who advertise for the business, with information about the number of ads being run for the business across the Meta Company Products and any applicable restrictions on those ads.
  11. We offer tools to provide transparency to our users about how Meta advertising works and control over their ads experience, including information sufficient to show them why they are being shown specific ads and disclosures that may be required by applicable laws, rules, and regulations. You acknowledge that information associated with your advertising may be included in these tools, and that those tools may impact your ability to advertise to those users or to prevent them from seeing your ads.
  12. You will not issue any press release or make public statements about your relationship with Meta or the Meta Products without our prior written permission.
  13. If you are placing ads on someone else’s behalf, you must have permission to place those ads, and agree as follows:
    1. You represent and warrant that you have the authority to and will bind the advertiser to these Self-Serve Ad Terms, the Terms of Service, and the Commercial Terms, and any applicable supplemental terms.
    2. If the advertiser you represent violates these Self-Serve Ad Terms, the Terms of Service, the Commercial Terms, or any applicable supplemental terms, we may hold you responsible for that violation.
    3. You agree that we may provide campaign reporting information to the end advertiser for whom you placed a campaign.
  14. We may ask you to review and accept supplemental terms that apply to your use of a specific feature or functionality made available through the Self-Serve Ad Interfaces, such as, for example, the Ad Creative Generative AI Terms. To the extent those supplemental terms conflict with these Self-Serve Ad Terms, the supplemental terms will govern with respect to your use of the specific feature or functionality to the extent of the conflict. We may change or update these Self-Serve Ad Terms from time to time and your continued use of the Self-Serve Ad Interfaces constitutes acceptance of those changes.
  15. Contracting party:
    1. If you reside or have your principal place of business in the United States or Canada, Meta Platforms, Inc. provides the Self-Serve Ad Interfaces.
    2. If you reside or have your principal place of business outside the United States or Canada, Meta Platforms Ireland Limited provides the Self-Serve Ad Interfaces.
    3. Notwithstanding Sections 15.a and 15.b above, advertisers in some countries may be subject to special provisions regarding Orders they place, including, under certain circumstances, that they contract directly with Meta affiliate companies solely for purposes of placing Orders. If applicable to you, you can find these special provisions applicable to your Orders here. In addition, if you operate an online classified ads service in the European Economic Area in line with the European Commission’s Decision in Case AT.40684, these OCAS Supplemental Ads Terms will apply to you and are incorporated herein by reference.
    4. For the avoidance of doubt, regardless of which entity you contract with (as described in Sections 15.a, 15.b and 15.c), Meta’s Advertising Standards (and its Community Standards as incorporated) are enforced under the Terms of Service by the entity that provides the Meta Products under the applicable Terms of Service in your region.
  16. Any claim, cause of action, or dispute that arises out of or relates to these Self-Serve Ad Terms is subject to the disputes resolution clause in the Commercial Terms.
  17. These Self-Serve Ad Terms will terminate in the event of any termination of the Commercial Terms, but the following provisions will still apply: Sections 3-11 and 13-17.

Effective Date: August 22, 2025


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