About Instagram Ads

How Ads Work on Instagram

We want to show you ads from businesses that are interesting and relevant to you, and to do that we may use information about what you do on Instagram and Facebook (our parent company) as well as your activity on third-party sites and apps you use. We also may use information provided by businesses outside of Instagram or Facebook Company Products to decide which ads to show you. For example, you might see ads based on the people you follow and posts you like on Instagram, your information and interests on Facebook (if you have a Facebook account), the websites and apps you visit, or information advertisers, their partners, and our marketing partners share with us that they already have, like your email address.

Learn more about:

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You can see the ads you've recently interacted with on Instagram in your Ad Activity.

To see your Ad Activity:

  1. Tap or your profile picture in the bottom right to go to your profile.
  2. Tap in the top right, then tap instagram-settingsSettings.
  3. Tap Ads, then tap Ad Activity.
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To increase transparency around the ads we show you about social issues, elections or politics, we have measures to help ensure the authenticity of these types of ads on Instagram. A social issue, electoral or political ad in feed or stories can be identified on Instagram by the Paid for by disclaimer.

We consider ads to be about social issues, elections or politics if:

  • They’re made by (or on behalf of), or about a candidate running for public office, a political figure, a political party or advocates for the outcome of an election to public office.
  • They’re about any election, referendum, or ballot initiative, including "go out and vote" or election campaigns.
  • They’re about social issues in the location where the ad is placed. Learn more about what we consider to be ads about social issues.
  • They’re regulated as political advertising.

Learn more about what's considered an ad about social issues, elections or politics in our Business Help Center.

Please note, if you're an advertiser looking to run ads about social issues, elections or politics, you'll need to authorize your account and let us know the topic of the ads.

Reporting an ad about social issues, elections or politics

If you see an ad about social issues, elections or politics on Instagram that doesn't have a disclaimer showing information about the organization or individual responsible for the ad, you can report it.

To report an ad:

  1. Tap (iPhone) or (Android) in the top right of the sponsored post.
  2. Tap Report Ad, then tap It refers to a political candidate or issue.

Learn more about how to see fewer ads about social issues, elections or politics. Please note, the social issues, elections or politics topic preference is not available in every country.

Ad Library

Ads about social issues, elections or politics that have appeared on Instagram on or after May 22, 2018, will also appear in the Ad Library.

Learn more about the Ad Library.

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To maintain advertising transparency on our platform, all active ads running on Instagram will appear in the Ad Library. For additional transparency, all active and inactive ads about social issues, elections or politics will remain in the Library for 7 years.

When advertisers choose to advertise on Instagram, we typically require them to associate a Facebook Page with the Instagram account they are advertising from. This allows us to ensure the authenticity of the businesses that advertise on our platform. If you do not associate a Facebook Page with your Instagram account, we will list your advertisements under your Instagram handle in the Ad Library.

The Ad Library is:

  • Available to everyone. Anyone is able to view and search for ads in the Ad Library. However, if ads include certain types of content, like alcohol or gambling, we won't show the ad creative to people who are underage or aren't logged into Facebook.
  • Searchable. People are able to search for any term, name or Page in the Ad Library. For Instagram accounts that don’t have a linked Facebook Page, people will be able to search for an advertiser’s ad using their Instagram handle name.

For more information about using the Ad Library, visit the Facebook Help Center.

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Control the Ads You See

If you see an ad you don’t like on Instagram, there are a few things you can do to remove the ad from your feed or stories, and to help influence the ads you see.

Hide an ad

To hide an ad you don't like:

  1. Tap (iPhone) or (Android) in the top right of the sponsored post.
  2. Tap Hide Ad.
  3. Below Why are you hiding this ad?, you can select from a list of options why you don’t like the ad. This will help us better guide your ad experience on Instagram.

Please note, when you hide an ad on Instagram, we’ll hide that specific ad from you.

Report an ad

To report an ad that you think is inappropriate or misleading:

  1. Tap (iPhone) or (Android) in the top right of the sponsored post.
  2. Tap Report Ad.
  3. Below Why are you reporting this ad?, select the an appropriate options to let us know why you’re reporting this ad.

Similar to our Community Guidelines, we have Ad Policies that outline which ads are and aren't allowed on Instagram. When you report an ad, it goes through our ad review system. The review process uses automated tools, and in some cases manual review, to check ads against our Ad Policies. When we confirm a violation of our policies, we'll remove the ad.

Adjust how data about your activity from partners can be used to personalize ads on Instagram

You can control whether data about your activity from partners can be used to personalize ads on Instagram through Data About Your Activity From Partners in your Settings > Ads menu. This setting controls whether we can show you personalized ads on Instagram based on data about your activity from our partners. If you turn off this setting, the ads you see may still be based on your activity on Instagram. They may also be based on information from a specific business that has shared a list of individuals or devices with us, if we've matched your profile to information on that list.

You can choose how data about your activity from partners can be used to personalize ads on Facebook and other Facebook Company Products in your Facebook Ad Preferences, but keep in mind your selections will not apply on Instagram. Learn how to update whether data about your activity from partners can be used to personalize ads on Facebook.

In addition, if you’re using Android, iOS 13 or an earlier version of iOS, you can choose not to see ads based on data about your activity from partners in your device settings. If you choose not to see ads based on data about your activity from partners, we may show you ads based on your activity on Facebook Company Products, or ads based on information from a specific business that has shared a list of individuals or devices with us, if we've matched your profile to information on that list.

Adjust your ad topic preferences on Instagram

You can choose to see fewer ads on Instagram related to certain topics through your Instagram ad topic preferences. Keep in mind, your ad topic preference selections are only applied to your ads experience on Instagram.

You can update your ad topic preferences for the ads you see on Facebook and other Facebook Company Products in your Facebook Ad Topic Preferences, but keep in mind your selections will not apply on Instagram. Learn how to update your ad topic preferences for the ads you see on Facebook and other Facebook Company Products.

Adjust other ad preference settings

Your Facebook Ad Preferences include settings that can apply to your ads experience on Instagram. These settings adjust how we use information about your activity on Facebook Company Products to show you ads that we think will be most relevant for you.

Adjusting either your Facebook Ad Preferences or your device settings won’t delete any of your Facebook or Instagram data or change the total number of ads you see on Instagram.

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Your Info and Instagram Ads

No. You own all your original photos and videos, and advertisers don’t have the right to use your original work. Learn more about what you can do if you think your intellectual property rights are being violated.

If you see an ad you don’t like, learn more about how you can control what ads are shown to you.

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Ads you see on Instagram may show likes from accounts you follow. For example, you might see the username of someone you follow below a post or ad they’ve liked. Similarly, your followers might see posts you liked that relate to the ads they're seeing. These posts will only be shown to your followers and will adhere to any privacy settings you've set for your Instagram account, as well as any ad settings associated with your linked Facebook account, if you have one.

To see your Facebook Ad settings, go to your Ad Preferences.

Note: It's against our advertising policies for advertisers to use your name directly in an ad. If you see an ad that you think might be using your name in a different way, please report the ad.

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Instagram doesn’t share information with advertising partners or advertisers that personally identifies you unless you give us permission. Personally identifiable information is information like your name or email that can by itself be used to contact you or identify who you are.

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