Meta's Revised Ad Policies Implications for Health and Wellness Brands

Meta has designated health and wellness as a "sensitive category," resulting in: Stricter data handling and ad targeting rules.
Limitations on the utilisation of personal or health-related information in advertising algorithms.
Restrictions on tracking "lower-funnel" events, such as purchases and add-to-cart actions, significantly impacting conversion-focused campaigns.
Impact on Ad Performance:

These restrictions are anticipated to lead to:

A potential decline in return on ad spend (ROAS) and overall conversion rates.
The necessity for businesses to adapt and focus on non-restricted events, such as landing page views and engagement.
Categorization and Enforcement:

Meta is categorising businesses, with the potential for algorithmic misclassification, resulting in unintended restrictions.
Varying levels of restrictions exist, with patient portals facing the most stringent limitations.
Focus on User Privacy:

These changes are primarily driven by Meta's commitment to enhancing user privacy and addressing concerns regarding sensitive health information.
Meta aims to mitigate the risk of sharing protected health information (PHI).

To navigate these changes, reach out to us on [email protected]