Facebook Removed the 20% Image Text Rule Ad Limitation?

Facebook’s 20% Image Text Gone?

Well kind of. They didn’t really remove it, entirely. They did expand upon the rules though, allowing ads to have more than 20% text, but at a price called audience reach and delivery. Facebook added the 20% Image text rule a few years ago to help deter overly aggressive marketing using too much text and improve Facebook user experiences.

However, this has been a frustrating challenge for advertisers and marketers due to inconsistent use of text and the restrictive Grid Tool that never seemed to allow for flexible text placement while also meeting the 20% rule. Many saw ads continuously rejected even though their text fell under the 20% rule, but slightly out of the 5 box grid.

Now you can use images with as much text as you like, but you will be limited on how well your ad will reach your targeted audience. Less text will give you better delivery for your investment, but if you should be slightly over the 20% rule, you will begin to see a reduction in how well you get your message out. So paying attention to the 20% is still vital to the best ad experience.

Image texts will now fall into 4 different categories.

  • Little or no text: OK
  • Low text: Your Ad’s Reach May Be Slightly Limited
  • Medium text: Your Ad’s Reach May Be Limited
  • High: You may not reach your audience if you use an image with this much text

See Image Examples Below


The following type of text will not limit your ad’s delivery:

  • Movie Posters
  • Book Covers
  • Album Covers
  • Product Images
  • Concert/Festival/Show Posters
  • Text-based Businesses
  • App & game screenshots
  • Legal Text
  • Infographics

The following will be considered text if placed in an image:

  • Logos
  • Watermarks
  • Numbers

Keep in mind, like many of Facebook’s changes, not everyone gets the feature all at once. It looks like they are slowly rolling out the adjustment and not everyone has access to the new setup just yet. Keep checking your accounts for a notification and any changes and we will update this blog once we see the new rules within our own accounts.