Meta has announced a restriction preventing car dealers and real estate agents from posting free-of-charge listings from their business pages on Facebook Marketplace. The rule takes effect January 30, 2023, according to a notice on the Meta Business Help Center.

Individuals will still be allowed to post free listings in either category from their personal pages, the announcement said. But professional sellers are being directed to paid programmatic ad products.

Car dealers are encouraged to subscribe to Automotive Inventory Ads (AIA), a programmatic service that lets dealers market their entire inventories with personalized ads that surface on Meta’s various platforms, including Facebook and Instagram, as well as third-party sites that contract with Meta.

Meta stopped dealerships from mass posting of inventory in September 2021, and dealers reported on DealerRefresh that they were also having trouble posting individual car listings from their business pages. The company has apparently been cracking down on Marketplace freebies for dealerships for some time, and is only now making the restriction formal.

Real estate agents and brokerages, meanwhile, are directed to Meta’s Top Providers Initiative, which is designed for the homes and apartments industry. “Top Providers” refers to third-party companies vetted and authorized by Meta to market real estate services and properties on Meta’s platforms. We reported about an early version of it here.

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