Meta Ads for Insurers, Agents and Brokers

Documented by Meta. The steps and rules on this page come from Meta’s own documentation.

Insurers, agents and brokers can advertise on Meta, but insurance sits in Meta’s Financial and Insurance Products and Services policy. That policy sets an age floor, lets Meta ask for proof of regulatory authorization, and prohibits ads that directly request personal or certain financial information. In the US, insurance ads also fall under a special ad category that limits targeting. Rules vary by country and by law, so read the linked pages and ask a qualified adviser.

What does Meta’s policy say about insurance ads?

Meta’s policy says ads promoting credit cards, loans or insurance services must be targeted to people 18 years or older. It also says you may be required to verify your identity and show that the relevant regulatory authorities have authorized you, where that is a requirement, and that you must comply with disclosure requirements set by law.

Which insurance ads need verification?

Meta’s help article lists insurance products among the financial products and services that may require a licence. It says these ads can generally run without verification, as long as the ad does not focus on an in-scope product:

brand ads for banks and insurance companies;
news articles and financial education information;
educational ads about a product that do not provide the ability to obtain or connect with it.

For an insurer, the test is Meta’s wording: does the ad focus on a product, and can people obtain or connect with it?

Where does Meta ask for proof of authorization?

Meta lists Australia, Hong Kong, India, Ireland, Israel, Spain, Taiwan, Thailand, the United Kingdom and the United States as regions that require verification for financial products and services ads, and says requirements may be significantly different in each. Two examples:

United Kingdom: advertisers promoting financial products or services to UK audiences need to be authorized with the Financial Conduct Authority. Meta says that if an ad is rejected on that ground you may need to confirm your FCA authorization in a notification in Ads Manager.
Australia: you verify the advertiser and the payer, including licence information unless exempt, and the ad carries a “paid for by” disclaimer. Meta says it gives a status update within 2 business days.

Is a home insurance ad a housing ad or a financial ad?

Meta lists both. Its housing examples include homeowners, renters and mortgage insurance offers, including as part of insurance bundles. Its financial products and services examples, which Meta says can apply in the US, include insurance products.

Meta says its examples are not comprehensive and not legal advice. If an offer spans both lists, read both help pages and ask a qualified adviser.

How does a special ad category change your targeting?

Meta’s audiences page says age, gender, postcode, audience exclusions, lookalike audiences, saved audiences and some interests are limited or unavailable for advertisers based in the US and for ads shown to the US, Canada and listed European locations. In practice:

you can target a country, region, state, province or city, but not a postcode, and you cannot exclude locations;
for housing ads, ages are generally fixed at 18 through 65+ and audiences must include all genders.

From 21 January 2025, Meta says the financial products and services category is required for advertisers based in the US or showing such campaigns to US audiences.

What can insurance ad text say about the viewer?

Meta’s personal attributes policy bars ads that assert or imply attributes of the person seeing them. Its list includes age, physical or mental health (including medical conditions), disability, family status and vulnerable financial status.

Meta’s own financial example, “Find out how our financial services can help people like you who just turned 62”, is a violation because it implies knowledge of the viewer’s exact age. Meta suggests explaining how your services help potential customers, including seniors.

What should you check before launch?

Decide whether each ad is a brand, educational or product ad.
Check your target countries against Meta’s verification list and start early.
Set the minimum age to 18 or higher.
Choose the housing or financial special ad category if it applies.
Read headlines for statements about the viewer’s age, health, family or finances.
Ask an adviser which licences and disclosures the law requires.

FAQ

Can I run a brand awareness ad for my insurance company?

Meta lists brand ads for insurance companies among ads that can generally run without verification, provided the ad does not focus on an in-scope product. In the US, Meta’s special ad category help lists brand ads for financial products and services as in scope, so targeting limits can still apply.

What minimum age applies to insurance ads?

Meta’s policy says ads promoting insurance services must be targeted to people 18 years or older. In special ad category campaigns, Meta says housing ad ages are generally fixed at 18 through 65+. Check the help pages for your location.

Can an insurance ad ask people for health or income details?

Meta prohibits ads that directly request personally identifiable information or certain types of financial information, and its privacy violations list includes medical information. Keep the ad about the cover, and check any data collection against Meta’s rules and your local privacy law.