Meta health and wellness policy are creating a lot of ad suspension. Last month a small health and wellness company found their meta ad account suspended! But what was their crime?

They were running ads perfectly and getting better approaches but what went wrong suddenly? They were confused and frustrated. 

They were not able to understand what went wrong—then they released meta health and wellness ads updates. 

If you are from the same industry then updating with meta health and wellness policy is very important. Meta advertising policies are changing drastically. They are following strict regulations to avoid scams and provide more reliability to users.

Lets know about the important meta health and wellness policy in detail. 

Important Changes In Meta Health and Wellness Ads

1. Strict Age Restrictions for Health-Related Ads

This policy aims to reduce the attention of young audiences for unrealistic health and wellness products. Now Meta advertising policies for 2025 are age-restricted on specific healthcare ads. Now they are making efforts to impose strict guidelines to protect young audiences from misleading or harmful products.

New Age Limitations for Meta Health and Wellness Policy

• Weight loss products, dietary supplements, and cosmetic procedures can only be advertised to users aged 18 and above.
• Medical treatments and wellness therapies that involve high-risk areas are also restricted to adults.
• Mental health services that are targeted towards minors must be verified and have professional endorsements.

2. Strict Content Limitations on Health and Wellness Ads

The new guidelines have been introduced by meta to protect the rights of users. These rights are made to protect the users from deceptive marketing and ensure safety of users, especially minors. 

Meta has introduced this concept to promote a positive and ethical approach in the healthcare industry.

To prevent misleading and body shaming ads, Meta health and wellness policy has introduced new guidelines. Now marketers can not use:

• Before-and-after images (e.g., weight loss transformations).
• Close-ups of body parts that apply the need for change (e.g., pinching fat, zoomed-in images of wrinkles).
• Phrases or visuals that create negative self-perception (e.g., “Fix your flaws,” “Look younger instantly”).
• Claims of unrealistic or guaranteed results (e.g., “Lose 10 kgs in a week” or “Get glowing skin overnight”).
• Promotion of skin-whitening or bleaching products that change permanent skin color.

Learn more about Meta Advertising Policies.

3. Data Tracking and Retargeting Restrictions

New policies have been formulated on the data tracking and targeting restrictions. Now marketers have to shift to first party data collection. This can be done through  CRM systems, email marketing lists, and customer surveys. 

The most important shift in healthcare ads is the limitation on data tracking for health-related ads.

Key Changes in Data Collection

• Meta no longer collects web conversion data for sensitive health-related categories.
• Pixel-based event tracking is restricted which makes it difficult for other users to measure campaign performance on user actions.
• Healthcare brands cannot create Lookalike Audiences based on previous converters, reducing the ability to retarget and expand reach.
• Users’ health-related interactions are no longer stored for ad personalization. This makes it difficult for marketers to optimize campaigns.

FDA Approvals and Clinical Trials

4. Strict Guidelines for Ad Copy

These guidelines are formulated to form a transparent and evidence-based approach for the healthcare sector. Now meta monitors the health and wellness ads with certain rules and regulations. 

New Rules for Meta health and wellness policy

• No exaggerated claims (e.g., “Cure diabetes with this one simple trick”).
• All testimonials must include disclaimers.
• Medical and scientific claims must be from government approved sources (e.g., FDA approvals, clinical trial results).
• Mental health-related services must avoid fear-based messaging (e.g., “You’re depressed and need help now”).

5. Increased Scrutiny for Alternative Medicine and Wellness Claims

These updates protect the users from scams and unrealistic results. This process makes sure that only scientifically proven health products and services reach consumers. Meta health and wellness ads include stricter policies on alternative wellness products. 

Restricted Categories

• Herbal remedies and homeopathic treatments should be scientifically proven.
• Detox teas, weight loss supplements, and body cleanse products face scrutiny.
• Spiritual healing and energy-based therapies should not mention the replacement of medical treatments. 

6. Changes in Verification and Approval Process

These measures are built to ensure reliable, professional, and ethical advertisements. Now meta has introduced strong verification for health-related products.

New Requirements for Advertisers

• Medical and wellness service providers must submit official documentation proving their claims.
• Pharmaceutical ads require regulatory approvals before being displayed.
• Weight loss and fitness programs must disclose potential risks associated with their services.

How Can Advertisers Adapt to These Changes?

It is very important to adapt these changes for digital marketing agencies to adapt these changes for better results.

1. Focus on First-Party Data Collection

• Build customer email lists and use CRM-based targeting instead of relying on Meta’s pixel tracking.
• Lead-generation campaigns are best to collect user information directly.

Explore How to Collect First-Party Data.

2. Content Targeting Instead of Behavioral Targeting

• Make content that is related top health issues instead of targeting the interest of the audience. 

3. Create Informative and Engaging Content

• Instead of aggressive advertising, focus on educational content, such as expert interviews, patient testimonials, and explainer videos.
• Use soft call-to-actions like “Learn More” instead of direct conversion-based CTAs.

4. Work with Experienced Marketing Agencies

• Agencies like Moguls Media specialize in digital marketing for healthcare and help the businesses explore new meta ads. 

Meta has introduced various policies that attract the attention of the customers. We focus on first-party data, creating transparent ad content, and  content targeting. If you are looking for an expert? We are here for you. Contact us now!