Two Meta Ad Deadlines in October: Product Browsing and New Terms

Two Meta changes land at the end of October, just as the holiday shopping period begins. If you run Facebook or Instagram ads, it's worth checking both before they take effect.

28 October: product browsing switches on

According to reports, Meta will turn on product browsing in existing ads on 28 October. It's on by default, so advertisers who don't want it need to opt out beforehand. Sources differ on exactly when Meta first told advertisers.

In practice, product browsing lets people explore more of your products from within an ad. For some shops that's helpful. For others it may change how an ad looks or where it sends people, so it's worth previewing.

What to do: open your ads, check your catalogue and creative, decide whether you want the feature, and opt out if not.

30 October: new terms

Meta has also announced updates to its Commercial Terms and Self-Serve Ad Terms, effective 30 October. One agency's summary of the changes says the terms put more responsibility on advertisers for AI-generated ad content. As the summary is from an agency, not Meta, read the official terms before you rely on it.

What to do: have whoever manages your ads read the updated terms, and check you're comfortable with them. If you use AI tools to make images or copy, make sure you review everything before it runs.

A short checklist

1. Check whether product browsing suits your ads, and opt out before 28 October if not.
2. Review the new terms before 30 October.
3. Check your tracking and catalogue are working, so you can see the effect.
4. Keep an eye on results in the first week, since changes can shift performance.
5. Make sure your landing pages are ready for peak traffic. See our landing page checklist.

Why it matters

Platform changes often arrive with defaults you didn't choose. Small, regular checks stop surprises costing you money. Our Google Ads audit checklist shows the sort of routine review that helps, and the same habit applies to Meta.

Need a second pair of eyes on your ad accounts? Book a consultation or see our performance marketing service.