Mobile carrier CREDO Mobile, a company that's been critical of the Keystone XL pipeline, had an advertisement critical of the pipeline rejected by Facebook.
CREDO tried to publish an ad that featured Chief Executive Officer Zuckerberg's image along with the words "Hey Zuck, Pull your ads supporting Keystone XL."
Facebook policy dictates that ads depicting the CEO's image could mislead users from thinking they're from the company or Zuckerberg directly.
CREDO political director Becky Bond told The Washington Post that Facebook was over-reaching because it meant that "you can't use Facebook ads to talk about what Mark Zuckerberg is doing."
Zuckerberg's lobbying group Fwd.us has backed U.S. Sen. Lindsay Graham, R-S.C., a supporter of the Keystone XL pipeline. Washington Post Chief Executive Officer Donald Graham is a member of the social media group's board of directors.
Canadian officials visited Washington recently to press for the pipeline. It would need federal approval as a cross-border project.
Supporters of the pipeline say it would provide economic stimulus and ensure North American energy independence. Opponents say oil sands, the type of crude oil designated for Keystone XL, is more corrosive to pipelines than conventional crude oil.