Can I turn off or hide comments on my Meta ads?

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Hiding, yes. Turning comments off fully works only if Meta has given your ad account its comment control, and Meta says only select accounts have it. Anyone can hide or report comments in Ads Manager: edit the ad, select ... next to its name, then More options and Manage Facebook comments or Manage Instagram comments. Word and profanity filters on your Page or profile also hide matching comments on your ads automatically. Meta doesn't say whether turning comments off changes delivery or cost.

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As of November 2026.

Can I turn comments off completely?

Only in some ad accounts. Meta's Marketing API reference lists an ad set setting for it, inside the brand safety and suitability options (brand_safety_config). Meta says this "has limited availability and is available only to select ad accounts." Requests from other accounts return an error.

SettingWhat it controls
comment_moderation_filterComments on both Facebook and Instagram ads
fb_comment_moderation_filterFacebook ads only, in accounts that have the split setting
ig_comment_moderation_filterInstagram ads only, in accounts that have the split setting
threads_comment_moderation_filterReplies on Threads ads. The first setting doesn't touch Threads

Each has two values. DEFAULT is public, so everyone can comment. AD_DISABLED turns comments off. Meta's reference adds three rules:

  • Turning comments off also hides the comments already on the ad.
  • You can't turn comments off on ads about social issues, elections or politics.
  • Comments are on unless you change it: "By default, anyone who can see your ad can comment on it."

Where is it in Ads Manager? Meta's help center has no public article on this control that we could find, so we can't confirm the menu. Third-party guides, such as SmartReply's from April 2026, say it shows in the ad set's placement settings under Inventory filter, with a "No one" option, if your account has it. Meta's own inventory filter articles don't mention comments. Meta first announced the control in October 2024 as a test with "a limited number of businesses," and its pages don't say how to get access.

How do I hide or report a comment on my ad?

Use Ads Manager. Meta's steps on desktop:

  1. Open Ads Manager and click the Ads tab.
  2. Find the ad and click Edit below its name.
  3. In the column on the left, select ... to the right of the ad name.
  4. Select More options. Depending on your objective, where the ad runs and whether it has comments, you'll see Manage Facebook comments, Manage Instagram comments or Manage Threads replies.
  5. In the pop-up, select ... next to a comment, then Hide comment or Report comment. On Facebook you can also like and reply. On Threads you can reply, but Report isn't available there.

A hidden comment disappears for everyone except the person who wrote it. The same tools are in your Facebook, Instagram and Threads notifications.

Meta lists some limits:

  • You can't manage Instagram comments if your ads run under your Facebook Page identity instead of an Instagram profile.
  • For Threads replies, the ad must use a Threads profile, be published (not a draft), have dynamic creative off, and not be an Advantage+ catalog ad.
  • You may need to add your Instagram profile to your business portfolio and connect it to your Page first.

Can I hide comments on my ads automatically?

Yes, with filters you set on your Page or profile. Meta says they're set at the Page or profile level "and extend to ads from the Page or profile."

ToolWhere you set itWhat it hides
Word filter (Facebook)Switch into your Page, then Settings & privacy, Settings, Followers and public content, Public posts, Hide comments containing certain words from your PageComments with the words, phrases or emojis you add
Profanity filter (Facebook)Same path to Followers and public content, then the toggle Hide posts and comments with profanityComments with profanity
Hidden Words (Instagram and Threads)In Instagram and Threads, not in Ads ManagerComments with your keywords or profanity
Moderation Assist (Facebook)Professional dashboard (now Business Dashboard or Creator Dashboard), Engagement tab, Tools, Moderation AssistNew comments with links, images, videos or your keywords, or from accounts with no profile picture, no friends or followers, or under a week old

Moderation Assist only hides comments made after you add a rule. Meta says it works on "your Page, profile or ads that you run," and that the commenter and their friends can still see what it hides. Its keyword rule also catches variations, so "tree" hides "tr33" and "#tree."

On B2B ads, good things to filter are spam links, "DM me" offers and abuse. Filters cut the cleanup but don't replace it. Meta's best practices say to review hidden comments and decide whether to keep, unhide or delete each one.

Can I delete a comment on an ad?

Not from the Ads Manager comment window. Meta's steps there offer only Hide comment and Report comment. Meta Business Suite's Inbox has a Delete option for comments on your Facebook Page and Instagram posts. Meta's Inbox article doesn't say whether that covers ads that never ran as a post on your Page, so check your own Inbox. For most spam, hiding is enough.

Does turning off comments hurt delivery or raise costs?

Meta doesn't say. Its pages on the comment control mention no effect on delivery or cost. Here is what Meta does say about how ads win:

  • The auction picks the ad with the highest total value, from three things: your bid, estimated action rates (how likely a person is to take the action you want, such as a lead) and ad quality.
  • Ad quality draws on feedback "from people viewing or hiding the ad" and on checks for low-quality traits such as engagement bait.
  • Comments are an engagement signal. Meta's expected engagement rate is the chance someone will "click, react to, comment on, share or expand an ad." That rate drives the engagement rate ranking diagnostic, but Meta says ad relevance diagnostics "aren't inputs into the ad auction." It doesn't say whether comments feed the estimated action rates the auction uses.

Some third-party guides say comments off means less social proof and higher costs. SmartReply's April 2026 guide (SmartReply sells AI software that replies to and moderates social media comments) says comments off means 15 to 30% lower conversion rates, but cites no study or source. If it matters for your account, test it: run the same ads in two ad sets, one with comments off, and compare cost per lead over the same dates.

Don't mix up the comment control with the inventory filter levels (Expanded, Moderate, Limited). Those control the kind of content your ads appear next to. Meta says Moderate and Limited lower reach and may increase costs. Expanded is the default.

Should a B2B advertiser turn comments off?

Usually not as a default. Comments on B2B ads can be buyer questions, and Meta's best practices say to "address comments directly, both negative and positive when possible." A quick reply in the thread can answer the next reader's question too.

Turn them off, if you have the control, when the risk is higher than the value. Meta says the control matters for brands "running sensitive campaigns or during periods of heightened sensitivity." For a B2B company, that might be a security incident, layoffs or a price rise. For everything else, hide, filter and report. Ads about social issues, elections or politics can't have comments turned off at all.

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