Usually: no Restricted Financial Products approval, implied returns, missing risk language, unapproved celebrity likeness, or redirecting to a non-compliant page.
Top rejection causes
1. Not enrolled in Meta Restricted Financial Products (Advantage for finance) 2. Language implying guaranteed returns ("double your money") 3. Missing balanced risk warning on landing page 4. Unrelated image/text overlays 5. Sensationalist claims ("biggest pension mistake")
Fix
Enrol, replace claim language with outcome-based copy, add FCA footer on every landing page.