Facebook ads for loans, credit and insurance: the Financial products and services category

Meta replaced its Credit category with a broader Financial products and services Special Ad Category. Since January 21, 2025, advertisers based in the United States, or showing financial ads to people in the United States, have to use it, and Meta may reject an ad that should be in it but isn't. Here's what it covers, what it doesn't, and what it changes.

Who has to use it

• Advertisers based in the United States
• Anyone whose ads reach people in the United States
• Anyone running ads for credit in, or reaching people in, the United States, Canada or certain parts of Europe

What it covers

Ads that promote, or link directly to, an offer for a financial product or service. Credit ads, which the rules cover in the United States, Canada and certain parts of Europe, include:

• Credit cards, including brand ads for a card whatever the offer
• Loans, including auto, mortgage, personal and business loans
• Long-term financing
• Debt recovery, consolidation and relief

In the United States, the category also covers:

• Banking, including checking and savings accounts
• Brand ads for financial products and services, whatever the offer
• Prepaid cards
• Investment services
• Pension and retirement funds
• Insurance
• Consumer payment services
• 0% APR installment payments, including buy now, pay later and a store's own installment plans

That last one matters for shops: an ad that offers 0% APR installments, including your own payment plan, can belong in this category.

What it doesn't cover

• Gift cards
• Store rewards
• Financial products and services sold only to businesses
• Tax and accounting services

What the category changes

The limits are the same as for housing and job ads: age, gender, ZIP or postal code, excluding audiences, lookalike audiences and some interests are limited or unavailable, audiences based on a city or dropped pin include an expanded radius, and saved audiences are updated to fit. Choosing it doesn't limit your audience to people interested in financial products, and it doesn't slow down ad review.

How to choose it

1. In Meta Ads Manager, create a campaign or open one.
2. Select Special Ad Categories.
3. Under Categories, choose Financial products and services.
4. Under Countries, choose the countries where the ad will run.

For how the same limits work on housing and job ads, see Facebook housing ads: the Special Ad Category explained and Facebook job ads: the Employment Special Ad Category. You can check an ad's wording free before you publish it.