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 use information about what you do on Instagram and Facebook (our parent company) and on third-party sites and apps you use. For example, you might see ads based on the people you follow and things you like on Instagram, your information and interests on Facebook (if you have a Facebook account), and the websites and apps you visit.

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. Go to your profile.
  2. Tap .
  3. Tap Settings.
  4. Tap Ads > 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.

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 (iOS) or (Android) in the top right of the sponsored post.
  2. Tap Report Ad > 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 (iOS) 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 (iOS) 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 your device settings

To make the ads you see relevant and useful, we use information about your activity on sites and apps that aren’t Facebook Company Products to learn about your interests. You can opt out of seeing ads based on this information in your device settings. This setting controls the Instagram ads you'll see on the device you're using. Turning off this setting doesn't delete any data.

Keep in mind, you'll still see the same number of ads. The ads you see will be based on your activity on Facebook Company Products, or they may 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.

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, 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 preferences on Facebook

Your Facebook Ad Preferences include ad preferences that do not apply to your ads experience on Instagram, but apply to your ads experience on Facebook and other Facebook Company Products.

Your Facebook Ad Preferences also include other settings which do apply to your ad experiences on Instagram, including how we use information from partners to show you ads. If we can determine you've made a choice in your Facebook ads preferences, we'll apply that choice to your ads on Instagram as well. To make sure your ad preferences are applied, connect your Instagram account to your Facebook account.

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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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With Instagram ads, you may see posts about actions your friends have taken on Instagram paired with ads you see. For example, you might see a friend's username who has already liked a post you're seeing advertised. Similarly, your friends might see posts about you that relate to the ads they're seeing. These posts will only be shown to friends 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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Your profile picture or username may be paired with an ad to show your activity on Instagram (example: if you follow a brand's Instagram account). Keep in mind that your username and profile picture will only appear to the people who have permission to view your likes or follows.

Keep in mind that it's against our advertising policies for advertisers to use your username directly in an ad. If you see an ad that you think might be using your username in a different way, please report it.

Learn more about ads and privacy as well as how advertising works on Facebook.

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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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