Starting January 2025, Meta will implement new restrictions on customer list custom audiences for advertisers in the US, specifically for campaigns related to housing, employment, and financial products and services (including credit). These changes aim to align with Meta Advertising Standards.
Timeline of Changes
- October 2024: Announcement of the new restrictions.
- January 2025: New and edited campaigns/ad sets must comply with the new requirements for customer list custom audiences. Non-compliance may result in publishing errors in Ads Manager.
- March 2025: Existing campaigns/ad sets that do not meet the requirements may be paused, with errors displayed in Ads Manager and the Marketing API.
Restrictions on Shared Customer List Custom Audiences
Ad accounts sharing customer list custom audiences must have users with permissions using the same business email domain. If the domains differ, the shared lists will be unavailable for ads concerning housing, employment, and financial products. Additionally, certain generic email domains (e.g., gmail.com, yahoo.com, hotmail.com) will also trigger restrictions.
Example:
- Allowed:
- sharer:
weiying@petfoods.com - recipient:
john@petfoods.com
- sharer:
- Not Allowed:
- sharer:
weiying@petfoods.com - recipient:
john@gmail.com
- sharer:
Certification Requirement
Advertisers targeting US audiences with customer list custom audiences for the specified ad categories must certify that their lists do not include prohibited information (e.g., consumer report information). This certification will be available in Ads Manager starting January 2025.
Consumer Reporting Agencies (CRAs)
Businesses classified as Consumer Reporting Agencies will be prohibited from using any customer list custom audiences for ads related to housing, employment, and financial products. Other businesses cannot utilize customer lists shared by CRAs.
