Big changes are happening on Meta, and companies present on their platforms (Facebook, Instagram, WhatsApp, etc.) need to familiarize themselves with a few critical policy and dashboard updates coming soon.
As the platform continues to roll out new features and lean more into AI for advertising (Muse, Advantage +, Meta Creative Generation, AI Translation), QA and ad account audits become even more important.
While building ads on the dashboard, marketing managers may see promising forecasts and encouraging case studies for new settings. Some of these tools are easier to review, opt-in or opt-out, but others are now auto-opt in with limited previews, or availability in various campaign types.
However, these enhancements come at a risk, as advertisers don’t always get to see the final ad product until it lands on users’ feeds. Staying on top of these settings is crucial for brands that want to protect their brand identity and those with strict compliance regulations.
This is where the upcoming update gets a little scary. Meta is rolling out new terms of use for companies advertising using their platform next month. Advertisers on Meta will be “solely responsible” for ads created or changed by Meta’s AI features, including settings Meta switches on itself, once the company’s revised Commercial Terms take effect on November 20, 2026.
The language includes features that Meta itself turns on, not only those an advertiser selects themselves while building campaigns. Meta also states in the new terms that its AI features “may make mistakes and may not always produce accurate, complete, or suitable results,” and more importantly, that “any and all risks” fall on the advertiser.
Meta has promised to roll out more accurate ad previews recently, but this is not yet available to all advertisers. For now, the only way to retain control over how your ad ends up looking once served is to turn off these AI enhancements.
This is a new development, and some industries are flagging potential compliance issues. We will keep you up to date on any additional policy changes. Interested in starting that conversation before the next update? Contact us now for actionable advice!
Reference links:
https://www.facebook.com/legal/self_service_ads_terms_preview
https://www.facebook.com/business/help/2481113349080785