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Facebook to limit weapon accessory ad targeting to users 18 & over

Starting June 21, advertisers promoting weapon accessories will have to restrict ad audiences to users 18 years and older.

Amy Gesenhues on June 18, 2018 at 2:53 pm

Starting June 21, Facebook will begin enforcing a new rule for ads promoting weapon accessories, restricting the audience age for weapon accessory ads to 18 years old and older.

The site does not permit any advertising that promotes the sale or use of weapons, ammunition or explosives, or any weapon modification accessories. It does allow ads promoting weapon-related interest groups, safety courses for firearm training and licensing and accessories not meant for modifying a firearm.

Here is the full list from a screen shot of Facebook’s latest policy update, outlining permissible ad content around weapon accessories:

With this latest update, Facebook advertisers promoting weapon accessories will have to exclude audiences of users under the age of 18 years old. Facebook’s new policy aligns with federal laws that set the minimum age to purchase a handgun from a private or unlicensed seller at age 18, although, in some states, the age limit is younger than 18 for purchasing long guns, such as rifles and shotguns.

This is one of many new policy updates Facebook has made this year since having its feet held to fire over the Cambridge Analytica scandal. In April, Facebook launched a major overhaul to its app API platform, limiting the amount of user data app developers had access to. Last week, the company updated Custom Audience rules to make ads more transparent to users. It has also recently rolled out extensive updates for all political and issue-related ads on the site.

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.