A short while ago, Socially published an overview of how Facebook ads are reviewed, what causes a long wait and how to work best with the reviewers. You can see that here.
Now, because people often get frustrated with the review process Facebook has published a new “understanding” piece on how the review system works.
“Our ad review system is designed to review all ads before they go live. This system relies primarily on automated technology to apply our Advertising Policies to the millions of ads that run across our apps. While our review is largely automated, we rely on our teams to build and train these systems, and in some cases, to manually review ads.”
This is basically saying, when your ad gets reviewed first it is reviewed automatically by a bot. As there are so many ads being published daily, it can still take up to 24 hours (or maybe more) for an ad to be reviewed. Follow the above link to see how to force a review after 24 hours.
Below is an image Facebook have provided to aid people’s understanding of how the review works.
Only if your ad gets rejected or flagged in some way is when an actual human gets involved, which then makes the process longer. But this is the only way that Facebook is going to train their bots to make the whole process completely automated.