What are partnership ads?

What are partnership ads? They are Facebook and Instagram ads published under the handle of a creator or another partner, so the message comes across in that partner's voice. The ad header shows two accounts, the advertiser's and the partner's. It is Meta's newer name for what were called branded content ads, and running one requires the partner's permission.

How does permission for partnership ads work?

A partner can approve a single post or their entire account, and may withdraw that approval whenever they choose (Meta). Setup details sit in Meta's developer documentation on partnership ads.

For the full guide, see our comparison of Spark Ads and partnership ads, which covers codes, limits and when each format fits. Related terms: Spark Ads and whitelisting.

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Checked: 12 Oct 2026