If you're running traffic on Facebook or Google and you still doubt whether you need that white page — chances are you've already buried more than one account. I've been there: my first nutra campaigns got banned within a day, until it finally clicked — the moderator must not see your real offer. That's exactly what a white page is for.
In plain terms, what it is
A white page is a decoy page for the reviewer. The same link from the ad sends both the moderator and a real user, but cloaking splits them onto different pages: the moderator sees a boring, legit "white" site, while a real person, after the click, lands on your "black" offer.
The point is one thing: pass moderation where gambling, nutra, dating, or crypto are officially banned. A white page doesn't sell anything — it covers.
What it should look like
The moderator gives you 10–60 seconds. In that window the page has to look like a boring, real business that raises no questions. Most often we pose as:
- A corporate website — company, services, team, contacts;
- An agency — "we do creative/design," with a portfolio;
- A local business — a coffee shop, barbershop, auto repair;
- A blog or media outlet — a few genuine articles;
- Legal/consulting — serious, dull b2b.
My favorite is a 5–8 page corporate site or a blog. The rule is simple: the more solid and boring it is, the better moderation sleeps. A flashy "sales page" with countdown timers on a white page is a red flag.
What happens if you run traffic without it
A typical scenario I've seen dozens of times. Day one — the ad clears auto-review, picks up impressions, you're happy. Day 2–3 — the ML models have already taken your landing page apart, found banned words, and the ban lands. Day 4–7 — the account is "under review," then more often than not a permaban and the loss of the BM along with it.
With a proper white page this doesn't disappear entirely — moderation still lands a hit now and then, especially on a cold account or a burned creative. But by our numbers (and that's ~2,000 generated pages over six months) the ban rate drops from a notional 70% to 10–15%. In practice that's the difference between "blew the deposit in two days" and "running it into week two."
What actually decides whether a page survives
The rookie mistake is thinking the type of mask is what matters. It isn't. The details decide, and here they are by importance:
- Uniqueness of every page. This is #1. If you run 50 clones of one template — Google will fold them into a farm by footprint and wipe them out in a batch along with the accounts;
- Decent photos, not beat-up stock everyone has already seen;
- 600+ words of live copy on the homepage — the model doesn't like an empty page;
- Legal pages (privacy, terms, cookies) — without them the page looks disposable;
- Real contacts — phone, email, address matched to the geo;
- A filled-out footer — social links, navigation, copyright.
Honestly — the first three points already give you 80% of the result. Everything else is hygiene.
And when you don't need a white page at all
Don't turn it into a cult. There are cases where it's pointless: SEO/organic (you sell directly), "clean" verticals like e-commerce or education (moderation lets them through anyway), native ads like Taboola/Outbrain (more lenient there), and email/push, where there simply are no moderators.
In short: running grey offers on FB/Google/TikTok without a white page, you're just feeding moderation your own deposit. If you don't feel like hand-coding dozens of unique pages — on our end AI does it in an hour, from $4 a page. What you hide behind the cloaking after that is your call.