Our Meta ad is stuck In review. What should we do?

What "In review" means

In review is a delivery status. Meta's guide to delivery statuses defines it this way: "The ad is in review to make sure it complies with Meta Advertising Standards. Following this review, your ad will become active and begin running as scheduled." Meta's Advertising Standards say the review "starts automatically before ads begin running".

Most of the work is done by machine. Meta's help page on ads in review says its system "relies primarily on automated technology", and that human reviewers step in "in some cases, to manually review ads." On timing, the same page says "Most ads are reviewed within 24 hours, although in some cases it may take longer."

Check every level of the campaign. Meta notes that "your campaign may appear active, but your ad set or ad may show a status of In review if you made recent changes." A few other statuses look similar but mean something else:

• Processing. Meta says "The ad is being updated with the changes you made. This usually takes a few minutes, but some updates may take up to 8 hours." (Meta's status guide)
• Preparing. The ad "successfully passed review" and Meta's delivery system is matching it to a bid and audience. It isn't stuck in review at all.
• Scheduled. Meta says a scheduled ad "will go through ad review but won't begin delivering until your start date."
• Rejected. "The ad can't run because it doesn't comply with Meta Advertising Standards." See what to do when Meta rejects a health ad.

What Meta reviews

Meta's Advertising Standards say the review may include the ad's images, video, text and targeting, as well as "an ad's associated landing page or other destinations". Meta can also weigh your track record. Its help page on ads in review says Meta "may consider an advertiser's historical compliance with our Advertising Standards or customer feedback when evaluating their ads before delivering impressions." Passing review doesn't mean every rule was checked: an ad "may not be reviewed against all policies before delivering impressions, although all ads are subject to re-review at any time."

The same page lists what the review may include:

• Images, video, or text
• Targeting information
• Ad destination (where an ad directs people, such as a Facebook page or website)
• Special ad categories
• Advertiser permissions
• Other critical components and information

What Meta checks on a health ad

Meta doesn't say health ads take longer to review, and it doesn't explain any single delay. Several items on that list apply to health ads in particular, so check these while you wait. Each links to a page that covers the rule in depth:

• Age targeting. Meta's Health and wellness standard says "Ads promoting or marketing dietary, health, or weight loss or weight gain products and services must be targeted to people at least 18 years or older." Cosmetic products, procedures and surgeries carry the same rule. What the standard bans in the copy is covered in Meta Health and wellness rejections.
• Advertiser permissions. For ads that promote prescription drugs, Meta's Drugs and Pharmaceuticals policy says "Meta requires online pharmacies and telehealth providers to be actively certified with LegitScript", and they then request authorization from Meta. Ads that "Promote telehealth services generally" don't need written authorization. See Meta's prescription drug rules and LegitScript.
• Special ad categories. Meta's policy on social issue ads says an ad about social issues, elections or politics without a disclaimer "will be disapproved during ad review." For how that applies to clinic ads, see when Meta treats a clinic ad as a social issue.
• Personal attributes. Meta's personal attributes rule says "ads must not contain content that asserts or implies personal attributes", and the list includes "physical or mental health (including medical conditions)". See rewriting clinic ads for the personal attributes rule.
• Lead forms. If the ad uses a Meta lead form that asks about health, see Meta lead ads rejected for health questions.

Check the landing page while you wait

Meta's review may include the destination along with the ad. Its Advertising Standards say "The products and services promoted in an ad must match those promoted on the landing page." Open the page the ad links to, on a phone, and check:

• It offers what the ad promotes, at the URL in the ad.
• It doesn't repeat what Meta's Health and wellness standard bans, such as claims to "cure, heal, or eliminate" a disease on Meta's list, or "promises of specific outcomes within a set timeframe without disclaimers or qualifiers".
• It loads fully and the booking or contact path works.
• You know what the page loads. Curve Compliance's free website scan lists the pixels and trackers on a page.

Which edits restart review

Meta's help page on ads in review says "If you make edits to a previously scheduled or running ad or ad set, a new review process will be initiated." These changes trigger it:

• Targeting
• Creative (for example, images, text, links or videos)
• Optimization
• Billing event

1. Change the budget or bid if you need to. Meta says "Changes to your ad's bid amount, budget or ad set schedule will not trigger review."
2. Hold creative and targeting edits until review ends, unless you've found something that breaks a rule. Then fix it once, properly.
3. Know that edits can't be undone. Meta's editing guide says "There's no option to reverse changes".

If review is taking longer than usual

Meta's help page on ads in review says review can "take longer" in some cases and doesn't say when to act. Work through this order:

1. Check the Delivery column at the campaign, ad set and ad level. Meta's status guide says "You can hover over some statuses, like errors and warnings, to see more information about the status and if there are any actions to take."
2. Open Meta Business Support Home and look at the account overview. Meta's Business Support Home guide says you can see there "whether your accounts or business portfolios are disabled or have any advertising restrictions." If something is restricted, start with the restricted account recovery plan.
3. If nothing explains the wait, contact Meta. Business Support Home lists "Contact support" among the things you can do there.
4. Keep notes as you go: the ad ID, when you published it and every change you've made since.

Rejected, or approved and then rejected

If review ends in a rejection, Meta's rejected ad guide says "you'll receive an email notification and a link to Meta Business Support Home where you can find the reason for the rejection." You can edit the ad, create a new one, or request another review, and for that review Meta says "We aim to review and provide a decision within 48 hours." Meta Health and wellness rejections walks through which to choose. If a review you asked for is turned down, see Meta denied our review.

Approval isn't final either. Meta's Advertising Standards say "Ads remain subject to review and re-review at all times". Its help page on approved ads adds: "If your ad is going through another review, you won't be notified unless it's found to violate our Advertising Standards."

What not to do

• Don't keep editing to restart the clock. Each change to targeting, creative, optimization or billing event starts a new review.
• Don't publish copies of the same ad to see which one gets through. If the ad breaks a standard, every copy does, and Meta's rejected ad guide says "You can be restricted from advertising for severe or repeated ad violations."
• Don't delete the ad if it's rejected and you may want another review. Meta's rejected ad guide says "you may lose your ability to request another review if the ad is deleted".
• Don't trust a call or message from someone who says they're from Meta and offers to push the ad through. Meta's Business Support Home guide says you can use it to "confirm the validity of any emails, text messages, or phone calls you may get saying your business accounts have issues from someone who claims to be a Meta representative."
• Don't point the ad at a page with a different offer. Meta's Advertising Standards require the ad and the landing page to promote the same products and services.

Talk to Curve

Meta's review decides whether the ad runs. What your site sends Meta after a click is up to you. Curve's team sets up server-side conversions to Meta and your other ad platforms, detects PHI-like patterns before data reaches them, and gives you Event Logs that show what was sent and accepted. Curve Compliance is SOC 2 Type II, includes consent management and signs a BAA on every plan. To get started, book a call with Curve.

Frequently asked questions

Sources

• Meta Business Help Center: About ads in review
• Meta Business Help Center: View campaign, ad set or ad delivery status in Meta Ads Manager
• Meta Business Help Center: Why some ads are approved, then rejected
• Meta Business Help Center: How to troubleshoot a rejected ad
• Meta Business Help Center: About Meta Business Support Home
• Meta Business Help Center: How to edit Facebook and Instagram campaigns in Meta Ads Manager
• Meta Transparency Center: Introduction to the Advertising Standards
• Meta Transparency Center: Health and Wellness
• Meta Transparency Center: Drugs and Pharmaceuticals
• Meta Transparency Center: Privacy Violations and Personal Attributes
• Meta Transparency Center: Ads about Social Issues, Elections or Politics
• Google Ads Help: About the ad review process
• TikTok Business Help Center: Ad Review FAQs

Last verified October 10, 2026

Related pages

• Meta Rejected My Ad Under the Health and Wellness PolicyWhat Meta's Health and wellness ad standard bans, what it allows for 18+ audiences, and when to edit a rejected ad or request a review instead.
• Meta Denied Our Review. What Now?Meta says a completed advertising restriction review is final. What that means, what is still open to a healthcare business, and what is not.
• Meta Personal Attributes Rejection: Rewriting Clinic AdsMeta's personal attributes rule, its own allowed and rejected health examples, a rewrite check for clinic ad copy, and how rejections become restrictions.
• Meta Rejected Your Prescription Drug Ad? LegitScript GuideMeta rejected your GLP-1, TRT or telehealth ad for promoting a prescription drug? What Meta requires, how LegitScript and authorization work, and what to fix.
• Meta Says Your Clinic Ad Is About Social Issues? Fix ItMeta rejected your healthcare ad for social issues, elections or politics? When a clinic ad needs a Paid for by disclaimer, how to rewrite it, and how to appeal.
• Facebook Ad Account Disabled? Telehealth, TRT, Weight LossWhat a disabled Meta ad account means for a telehealth, TRT or weight loss business, what to fix first, and how to use your limited reviews well.