How Do Topic Exclusions Work for Reels Ads?

Topic exclusions are not an Instagram Reels setting. Meta applies them to two Facebook placements only: Facebook in-stream reels and ads on Facebook Reels. You set them once on an ad account, and they cover its existing and future campaigns.

Which topics can you exclude?

Meta lists four topics. Each one excludes organic content on that subject.

Topic	What Meta says it covers
Gaming	Video games, gameplay, gaming news and events, e-sports tournaments
News	Content reporting on timely events, current information or ongoing investigations
Politics	Governments and the political process, such as government or state organizations, politicians and officials, international relations, public policy, lobbying and political activism, military conflict
Religion and spirituality	Religion, religious institutions or spiritual beliefs

Meta describes organic content as content posted without being promoted as an advertisement.

What do you need before you start?

• Full control of the business portfolio.
• A region where Meta has released the feature. Meta says it is being released gradually in specific regions only, so it may not be available to you.

How do you apply topic exclusions?

1. Open the Brand Safety and Suitability Center.
2. Click Controls, then the ad account settings tab.
3. Click Topic exclusions.
4. Tick the topics you want to exclude.
5. Save your changes.

At what level do topic exclusions apply?

Only at ad account level. Meta says the setting covers the account’s existing and future campaigns, and neither you nor anyone else in the ad account can change it at ad set or campaign level. If one campaign needs different rules, you cannot override the account setting for it.

How do content type exclusions differ?

Content type exclusions sit next to topic exclusions in the center and filter by kind of content, not by subject.

• Live videos: stop Facebook in-stream reels from appearing in organic content within live videos.
• Non-partner publishers: stop Facebook in-stream reels and ads on Facebook Reels from appearing in videos from non-partner publishers that did not sign up for monetization.

Do topic exclusions guarantee a match with your brand?

No. Meta says brand suitability controls are no guarantee that all content and publishers will align with your standards. Check where your ads delivered after you turn exclusions on, instead of assuming every video on a topic is filtered out.

FAQ

Do topic exclusions cover Instagram Reels?

Meta’s topic exclusions pages name only Facebook in-stream reels and ads on Facebook Reels. Do not assume they filter Instagram Reels. The inventory filter is a separate control, and Meta lists reels feed ads on Facebook and Instagram among the feed placements it covers.

Can you set topic exclusions for one campaign only?

No. Meta says topic exclusions can be applied only at ad account level, to existing and future campaigns for that account. You and anyone else in your ad account cannot change the setting at ad set or campaign level, so plan the exclusions around the account as a whole.

Who can turn topic exclusions on?

Someone with full control of the business portfolio. Meta also says the feature is being released gradually and only in specific regions, so it may not be available to you yet.