Meta Ad Rejections: UK FinTech Survival Guide

Right, let's get straight to it. Getting FinTech ads rejected on Meta in the UK is a massive headache, but it's usually down to a fundamental misunderstanding of who you're dealing with. You think you're trying to please the Financial Conduct Authority (FCA), but you're not. You're trying to avoid scaring a hyper-sensitive, overworked, and not-very-bright robot that scans millions of ads an hour.

This bot doesn't know the difference between a fully regulated investment platform and a dodgy crypto scheme. It just sees patterns and trigger words it's been told are bad. Your job isn't to be perfectly FCA compliant in your ad copy (though you must be on your landing page, obviously). Your job is to be boringly, unambiguously safe in the eyes of the algorithm. Forget pushing the boundaries; you need to stay so far inside the lines that the bot barely notices you're there. Tbh, most of the ad rejections I see are completely avoidable and come from founders making the same few mistakes over and over again.

So, why are my ads *really* getting flagged?

Most founders think it’s because they used a single "forbidden" word. It's almost never that simple. Meta's algorithm builds a composite "risk score" based on multiple signals. It's a bit like a credit check for your ad. One tiny issue might be fine, but a few small ones add up and suddenly you're rejected. Understanding this is the first step to fixing the problem.

The main culprits are:

1. Trigger-Happy Copywriting: You're using marketing language that works in other industries but is toxic for FinTech on Meta. Words like "profit," "guarantee," "risk-free," and even overly specific numbers ("Turn £100 into £1000") send the bot into a panic. It doesn't care about context; it just sees a red flag.

2. A Dodgy Landing Page: This is probably the biggest reason for rejections. The bot *crawls your landing page*. If the page you link to has aggressive claims, lacks proper risk warnings, doesn't clearly display your FCA number, or promises things your ad didn't, it'll kill the ad. The landing page has to be even more conservative than the ad itself.

3. Sketchy Targeting: If you're targeting broad interests like "making money online" or layering wealth-related demographics with interests in luxury goods, the algorithm assumes you're running a get-rich-quick scheme. Your targeting needs to be clean and focused on legitimate financial interests.

4. A Weak Facebook Page: Does your business Page look brand new? Have you had ads rejected before? Is the 'About' section sparse? All these things contribute to a low trust score with Meta, making your ads more likely to face scrutiny.

To get a clearer picture of how these elements interact, have a look at this flowchart. It’s a simplified version of how the algorithm "thinks" when it reviews your ad.

How do I write ad copy that doesn't get rejected?

You need to completely reframe how you think about copywriting for Meta. It’s not about being clever or persuasive in the traditional sense. It's about being clear, compliant, and unthreatening. Your goal is to educate and inform, not to sell a dream. The hard sell happens on your website, not in the ad.

Here’s a practical guide. Let's call it the "De-Risking Framework".

1. Focus on the Problem, Not the Promise: Instead of talking about the amazing returns, talk about the problem your product solves. Are you helping people budget better? Are you simplifying investing for beginners? Lead with that.

2. Use Soft Language: Swap out hard, concrete claims for softer, more suggestive language. Instead of "Increase your savings," try "Discover ways to manage your savings." Instead of "The best investment platform," try "An investment platform built for you." It feels less punchy, but it sails through review.

3. Avoid All Financial Jargon and Symbols: Don't use currency symbols (£, $) if you can help it. Avoid talking about specific percentages, ROAS, or anything that sounds like a finacial promise. The bot often misinterprets this as a guarantee of return, which is a major policy violation.

4. Ditch the Urgency: "Limited time offer!" and "Act now!" are massive red flags in a financial context. They imply pressure to make a financial decision, which is against policy. Create intrigue and value without the countdown clock.

Here are some before-and-after examples for different UK FinTech models. Notice how the 'After' versions are much calmer and focused on education and user empowerment rather than direct results.

The pattern is clear. The approved copy is helpful, not hyped. It invites the user to learn, not to get rich quick. It also includes the magic words "Capital at risk" where appropriate, which shows the algorithm you understand the rules. For many founders, this feels like watering down their message, but if you're getting clicks but no conversions, there may be other issues at play with your ad creative and landing page alignment.

Is my landing page sabotaging my ads?

Almost certainly, yes. I'd say 80% of the FinTech ad rejections I troubleshoot are ultimately caused by the landing page, not the ad itself. You can have the most complient, boring ad in the world, but if it links to a page that looks like a classic, high-pressure sales page, you're getting rejected.

Here’s your landing page MOT checklist:

✓ FCA Authorisation Front and Centre: Your full company name, registered address, and FCA registration number must be in the footer of the page. No excuses. It’s the first thing the bot (and any educated user) looks for.

✓ Consistent Messaging: The headline and core message of your landing page MUST match the ad. If your ad says "Learn about investing," your landing page headline can't be "Start Making 10% Returns Today!". This disconnect is a massive red flag.

✓ Prominent Risk Warnings: For any investment product, the "Capital at Risk" warning (and any other relevant warnings) needs to be clearly visible, ideally 'above the fold' (visible without scrolling). Don't hide it in pale grey 8px font in the footer.

✓ No Gimmicky Marketing Tactics: Aggressive exit-intent pop-ups, fake countdown timers ("Offer ends in..."), and claims of "limited spots" are all associated with low-quality, spammy offers. Remove them from any page you're sending ad traffic to.

✓ A Clear, Single Call-to-Action (CTA): The page should guide the user to do one thing – learn more, download a guide, book a demo. Too many options are confusing and can be seen as high-pressure.

✓ Easy-to-Find T&Cs and Privacy Policy: These need to be linked in the footer. A missing privacy policy is an instant rejection for many ad types.

Many FinTechs struggle with this because their main website is designed for organic traffic and is full of powerful marketing copy. The solution? Create a separate, stripped-down, "ad-friendly" landing page. It should be simple, educational, and squeaky clean from a compliance perspective. It might feel less effective, but an ad that runs is infinitely better than one that gets rejected. To get this right, it's worth reading up on our complete guide to getting ads approved in London.

Can my targeting choices get me rejected?

Yes, absolutely. Meta’s algorithm looks at the *combination* of your ad and the audience you're showing it to. If you run an ad about "investing" to an audience built from interests like "Rolex," "passive income," and "Lamborghini," you're telling the algorithm you're targeting people susceptible to get-rich-quick schemes. This is a protected category, and Meta will shut you down to avoid any suggestion of predatory advertising.

Here’s how to build safer audiences:

• Focus on professional and educational interests: Target users interested in publications like The Financial Times, The Economist, or specific financial planning software.
• Target by job titles (where possible): If your product is for a certain professional demographic, use job title targeting. This is a much stronger signal of legitimate interest than broad 'wealth' indicators.
• Use Lookalike Audiences from high-quality sources: Once you have a solid customer base, create a Lookalike Audience from your best customers (highest LTV). This is the gold standard, as Meta will find people who behave just like your existing, proven customers.
• Avoid layering 'wealth' with 'opportunity': Don't mix interests like 'business class travel' with 'startup investing'. Stick to one or the other. Keep your audience profiles clean and logical.

It's all about demonstrating responsible targeting. You're showing Meta that you're trying to reach a financially literate and appropriate audience, not just anyone looking to make a quick buck. Building the right strategy from the start is paramount, and it's a core part of our Meta Ads guide for FinTech startups.

Let's Calculate Your Risk

It can be hard to be objective about your own work. To help, I've put together this interactive calculator. Be honest with your answers. It'll give you a rough idea of how Meta's algorithm is likely to view your ad and landing page combination. It's not foolproof, but it will highlight your weakest areas.

What do I do if my ad still gets rejected?

Even if you do everything right, a rejection can still happen. The bot makes mistakes. Don't panic. The worst thing you can do is immediately re-upload the same ad, as this can get your account flagged.

Instead, follow a calm, methodical appeal process:

1. Do NOT Just Click "Request Review": This sends an automated request that is often reviewed by another bot. It rarely works. You need to find a way to get a human to look at it.

2. Use the Meta Business Support Chat: If available to you, this is the best channel. You get to speak to a real person. Be polite, be patient, and have your ad ID ready.

3. Write a Detailed, Clear Appeal: When you write your appeal, explain *why* you believe the rejection was a mistake. Don't just say "My ad is compliant." Say: "Our advertisement for [Your Product] was rejected for violating the financial services policy. We believe this was in error. Our product is an [X, e.g., ISA investment platform] and we are fully authorised by the FCA, registration number [Your Number]. Our ad copy does not make any income claims, and our linked landing page contains all required risk warnings. Could you please escalate this for a manual review?"

4. Fix the Underlying Issue: While you wait for the appeal, scrutinise your ad and landing page again. Is there anything, however small, that could be misinterpreted? If you find something, edit the ad. Often, an edited ad will get approved faster than an appeal will be processed.

Navigating the various ad platforms can be a pain, especially in the UK FinTech space. It's not just Meta; getting ads approved on Google can be just as tricky, which is why a solid understanding of the UK ad approval process is vital across platforms.

This is my main advice for you:

Getting your FinTech ads to run smoothly on Meta in the UK isn't about finding a magic loophole. It's about a systematic process of de-risking every single element of your campaign. From the words you choose to the structure of your landing page, everything must be designed to reassure a simplistic algorithm that you are not a threat. It requires discipline and a willingness to sacrifice punchy marketing for steady, reliable approvals.

Look, I know this all sounds like a lot of work. It is. The constant second-guessing, the frustration of unexplained rejections, and the time spent dealing with support can feel like a full-time job. You're trying to build a disruptive FinTech company, not become an expert in Meta's ever-changing ad policies. Trying to manage this in-house without deep experience often leads to burned budgets, stalled growth, and immense frustration.

This is where expert help comes in. An agency or consultant who specialises in UK FinTech advertising has already fought these battles hundreds of times. We know the trigger words, we know how to structure compliant landing pages, and we know how to talk to Meta support to get things done. It's not just about getting ads approved; it's about building a scalable, reliable customer acquisition engine that lets you focus on your actual business. Knowing how to pick the right partner is tough, which is why having a solid vetting framework for PPC specialists is so important.

If you're tired of fighting the algorithm and want to see what a properly managed FinTech ad campaign looks like, we offer a free, no-obligation strategy session. We’ll take a look at your ads, your landing page, and your goals, and give you a straightforward assessment of what needs to be fixed. There's no hard sell, just honest advice from people who do this all day, every day.

Hope this helps!