Updating Our Transparency Requirements for Ad-Buying Solutions

To provide greater clarity for advertisers and developers that use our ad-buying solutions, we’re updating the Developer Policies related to Ads transparency and account structure. These updates reflect feedback from our advertiser community and are intended to clarify expectations and maintain alignment with industry best practices.

(10.5) Separate Ad Accounts: Don't combine multiple end advertisers or their Meta business assets in the same ad account, unless you meet the requirements described here or as otherwise approved by Meta in writing.

(10.6.a) Transparency (Effective February 3, 2027): If requested by an end advertiser, you must disclose to such end advertiser (i) the amount that you spent on Meta advertising on behalf of such end advertiser, separate from your fees, and the associated fee structure you charge, and (ii) the campaign configuration, campaign settings, and/or post-campaign reporting for the end advertiser’s Meta ad campaign, using Meta terminology. Unless required by law, we do not disclose this information proactively; however, if we identify or suspect a violation of this policy, we may, upon the end-advertiser's request, provide the disclosures in (i)–(ii). We may, but are not obligated to, notify you if such a disclosure occurs.

Key Updates

• (10.5) Separate Ad Accounts: Our policy continues to require that end advertisers are kept in separate ad accounts. This helps support clear advertiser attribution, protect data integrity, and streamline policy compliance reviews. We recognize some businesses currently manage high volumes of end advertisers in a single ad account. To support this use case, advertisers that implement vendor_id and/or brand field in their Product Catalog and/or in their Pixel and CAPI integrations are not required to maintain separate ad accounts for each end advertiser, provided they properly implement such fields and remain in compliance with Meta’s terms.

• (10.6.a) Transparency: We’re clarifying the transparency process and expectations for ad-buying solutions, including that we are moving to a reactive disclosure, information must be provided to end advertisers upon request, and how Meta ad reporting should be presented.

We are committed to regularly reviewing and updating our policies to ensure they reflect evolving industry standards and best practices.