The Housing Special Ad Category applies to ads promoting the sale or rental of residential property, homeowners insurance, mortgage insurance, mortgage loans, housing repair services, and home equity or appraisal services, and requires advertisers in these areas to apply the designation before campaign creation.
This analysis describes what Meta's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision operationally defines the scope of the Housing Special Ad Category, establishing which product and service types trigger the mandatory designation and associated targeting restrictions. Real estate, mortgage, insurance, and home services advertisers must evaluate whether their campaigns fall within this definition to maintain compliance with both Meta's policy and applicable fair housing law.
This provision establishes that consumers seeking housing, mortgage, insurance, or related services will be reached through Meta advertising campaigns that operate under restricted targeting parameters, limiting advertiser ability to exclude or include audiences based on age, gender, zip code, or certain interest signals.
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"Select Housing if your ads promote or directly link to a housing opportunity or related service, including listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services.Excerpt from Meta's Special Ad Category Requirements
(1) REGULATORY LANDSCAPE: This provision directly engages the US Fair Housing Act and HUD's advertising regulations, which prohibit discriminatory advertising in residential real estate and mortgage transactions.
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This provision operationally defines the scope of the Housing Special Ad Category, establishing which product and service types trigger the mandatory designation and associated targeting restrictions. Real estate, mortgage, insurance, and home services advertisers must evaluate whether their campaigns fall within this definition to maintain compliance with both Meta's policy and applicable fair housing law.
This provision establishes that consumers seeking housing, mortgage, insurance, or related services will be reached through Meta advertising campaigns that operate under restricted targeting parameters, limiting advertiser ability to exclude or include audiences based on age, gender, zip code, or certain interest signals.
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