How does Facebook determine review eligibility for ads promoting mobile apps or software?

Facebook determines the review eligibility for ads promoting mobile apps or software based on specific guidelines to ensure compliance with their Advertising Policies. Here's how Facebook typically handles the review process for ads in this category:

1. **Ad Content and Creatives**:
   - Facebook reviews the content of the ad, including images, videos, and text, to ensure it complies with Advertising Policies. Ads promoting mobile apps or software must accurately represent the app's features, functionality, and value proposition. They should avoid misleading claims or promises regarding app performance, benefits, or user experience.

2. **Landing Page and Destination**:
   - The landing page linked from the ad must provide a transparent and accurate representation of the promoted mobile app or software. It should not contain deceptive or misleading information, and it must comply with Facebook's Community Standards and Advertising Policies.

3. **App Store Guidelines**:
   - Ads promoting mobile apps must comply with the respective app store guidelines (e.g., Apple App Store, Google Play Store). Facebook may verify compliance with these guidelines, including restrictions on inappropriate content, privacy policies, and data collection practices.

4. **Targeting and Audience**:
   - Facebook ensures that the ad's targeting criteria comply with its policies. Targeting should be relevant and appropriate for audiences interested in downloading or using mobile apps or software. Advertisers should avoid targeting based on sensitive categories such as age, gender, or health that could be discriminatory.

5. **Prohibited Content and Practices**:
   - Certain types of content are prohibited in ads, such as promoting violence, weapons, drugs, tobacco products, and adult content. Ads promoting mobile apps or software should avoid misleading or exaggerated claims about app capabilities or benefits.

6. **Historical Ad Performance**:
   - Ads from accounts with a history of compliance issues or violations may undergo stricter scrutiny. Accounts with a good compliance history may experience a smoother review process.

7. **Manual Review and Appeal Process**:
   - If an ad is flagged during the automated review or if there are concerns about compliance, it may undergo manual review by Facebook's ad review team. Advertisers have the option to appeal decisions or provide additional information to clarify compliance.

Facebook aims to ensure a positive user experience and protect users from misleading or harmful content when promoting mobile apps or software. Advertisers should carefully review and adhere to Facebook's Advertising Policies specific to this category to ensure their ads are eligible for review and approval, contributing positively to their app's visibility and reputation on the platform.