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January 2, 2014

Facebook Improves on its 20 Percent Text Rule for Advertisers

Credit: Matt Harnack / Facebook

Twenty is Facebook’s magic number — at least when it comes to advertising.

And now, the social network has improved its ability to measure images versus text to make it easier for advertisers to comply with its 20 percent rule — a guideline in which an ad can contain no more than 20 percent text.

Facebook recently placed a banner at the top of the news feed of recent advertisers, to inform them of the increased accuracy of the way it gauges the 20 percent maximum.

“We made some recent changes to the accuracy of measuring of our 20 percent text policy. We’ve improved the way in which we detect text to more accurately measure 20 percent of text in ads,” a Facebook spokesperson told InsideFacebook.

“To be clear, the policy has not changed, and still remains at 20 percent, but the way we measure it has (to be more accurate). The external grid tool will continue to be a resource and we recommend marking five boxes on the grid in order to determine whether your creative is likely to be deemed acceptable. Please note that if there is superfluous text in any images, we still reserve the final decision on the quality of the ad and all images with more than 20 percent text are still in violation.”

Facebook’s grid overlay tool enables advertisers to test ads to see if they comply with the rule, before shelling out any money.

The 20 percent text policy permits:

  • Pictures of products that include text on the actual product.
  • Photos of products in real situations or photos of products with a background.

The 20 percent text policy does not permit:

  • Images that are zoomed in on logos/images with text overlay.
  • Images that are clearly edited to include text on the product as a loophole to policy.

Check out the examples below:

Facebook image

Facebook image

To learn more about the 20 percent rule, click here.


Jennifer Cowan is the Managing Editor for SiteProNews.