How to hide or turn off comments on Facebook ads
Short answer: most advertisers cannot switch comments off on a Facebook ad. Meta has been testing a control that turns comments off on Facebook and Instagram ads since October 2024, but it was reported as available only to a limited number of businesses. What every account can do is hide or delete comments: by hand on the ad's post, with filters on the Page, or automatically with a rule that acts on each new comment.
Where comments on an ad actually live
Every Facebook ad is shown from a Page post, so a comment on the ad is a comment on that post. It belongs to the Page, not to Ads Manager. Two things follow from that:
- One post can run in many ads. When you duplicate ad sets or reuse an existing post, every ad built on that post shares one comment thread.
- Moderating the post moderates every ad that uses it. Hiding or deleting a comment removes it from all of those ads at once.
Option 1: hide or delete comments by hand
- In Ads Manager, open the ad's preview and choose to view the Facebook post with comments (Instagram has the same option for the Instagram post).
- Or open the inbox of the Page in Meta Business Suite, where comments on your Page's posts are listed, including posts used in ads.
- Open the menu next to a comment and choose Hide or Delete.
| Action | Who still sees the comment |
|---|---|
| Hide | The person who wrote it and their friends. Everyone else stops seeing it. |
| Delete | Nobody. The comment is removed from the post. |
Hiding can be undone: you can unhide a comment you hid by mistake. Deleting cannot.
Option 2: filters on the Page
Facebook Pages can hide comments automatically by keywords you list and by a profanity filter. Meta's Moderation Assist, in the Page's professional dashboard, adds criteria such as links, images or accounts without a profile photo; its availability differs between Pages.
Filters have two limits worth knowing before you rely on them:
- They match patterns, not intent. A short keyword list hides legitimate questions; a narrow one misses spam written in a new way.
- They are set up per Page. With twenty Pages you configure and maintain twenty sets of filters.
Option 3: the comment control for ads, if your account has it
Meta announced comment controls for Facebook and Instagram ads in October 2024 as a test for a limited number of businesses. Advertisers who have it report it in the ad set's placement settings. If you do not see it there, your account is not part of the test, and options 1, 2 and 4 are what you can use. Check your own account rather than a screenshot from someone else's.
Option 4: moderate all your Pages from one place
When you run ads from many Pages, the work is not the hiding itself but finding the comments. Multitool ADS collects comments from every connected Page, on organic posts and on the posts behind your ads, into one moderation screen:
- Each post shows how many ads it runs in, so one decision covers all of them.
- Hide, unhide, delete or reply without opening each Page.
- Set a rule per Facebook Page that hides or deletes new comments written by other people as they arrive. The Page's own replies are never touched by the rule.
- Comments on your Instagram accounts are collected too.
The same actions are available to Claude through the Multitool Ads connector, for example "show the latest comments on my Page". Moderating a comment always asks for your approval first.
Why the comment count does not always match
Meta's counter on a post can promise more comments than Meta will return. On one Page post we measured, the counter said 2 while the list of comments came back empty under every filter Meta offers. It was rare: 4 of the 5 posts we checked with such a counter matched exactly. If Ads Manager shows a number you cannot find in the thread, the gap may be on Meta's side rather than yours. (Measured through the Graph API, version 25, in September 2026.)
Should you hide every comment?
Comments are also where people ask about price, delivery and how the product works. Hiding every comment hides those questions too. Many advertisers hide spam, links and abuse and reply to the rest; a rule that hides everything fits best when a Page has no one to answer comments at all.
Sources: reports of Meta's October 2024 comment controls by PPC Land and eMarketer.