Facebook is expanding its efforts to limit low-quality ads by increasing the amount that are not approved and reducing distribution of more ads, in an effort to improve transparency and user experience on the platform. Here’s how the platform has defined low quality ads:

1. Engagement bait
Ads that ask for users to ‘like and share’ posts, re-purposed as ads. Facebook has specific rules against using such methods in contests, but they also don’t like them in promotions.

2. Withholding information
Facebook also dislikes ads which lure clicks by alluding to the full detail of the post without being clear on what that detail actually is.

3. Sensationalized language
And the last Facebook ad approach in the firing line is ‘ads which use exaggerated headlines or command a reaction from people but don’t deliver on the landing page’.

Read more here.