Why is it changing? Meta's policy?
Meta, the parent company of Facebook and Instagram, introduced new policies in January 2025 that have major implications for advertising in the health and wellness industry. These changes were prompted by stricter privacy laws and the desire to better protect consumers from unwanted sharing of sensitive data. For marketers, this means that trusted strategies such as targeted retargeting and conversion tracking will no longer be possible in the same way.
This update affects not only large companies, but also small businesses, non-profit organizations, and even political parties that use Meta's advertising platform. It is therefore essential to be aware of the new rules and adapt your marketing strategy accordingly.
What are the Key changes?
Meta has updated its policy to better protect user privacy and comply with stricter legislation. This has direct consequences for the way health and wellness ads are designed, targeted, and optimized.
Fewer opportunities for data tracking in Meta Health Ads
One of the biggest changes is that Meta is severely restricting the use of pixel data from health and wellness websites. Advertisers can no longer create custom audiences based on website activity within these categories. Optimizing ads based on custom conversion events is also no longer permitted.
This means that you can no longer retarget people who, for example, have viewed a product or added it to their shopping cart. Only standard events, such as page views, remain possible. For marketers who make extensive use of targeted retargeting, this is a significant loss.
Restrictions on conversion measurements
Advertisers can no longer track purchases, add-to-cart, or other important conversion events within Meta's platform for health and wellness products. This makes it more difficult to measure and optimize the effectiveness of campaigns. For example, you no longer know who actually made a purchase after seeing your ad.
Stricter targeting and algorithms
Meta's algorithms are becoming more sensitive to anything related to health. Even ads that indirectly touch on health can be rejected or displayed less prominently. This makes it more difficult to reach niche audiences, such as people interested in specific health issues or wellness services.
Which sectors be affected?
The new rules apply to all websites and apps that Meta classifies as health or wellness. This includes, among other things:
- Medical conditions(such as cancer, arthritis, anxiety disorders)
- Substance use(such as alcohol or drug addiction)
- Mental health(such as self-harm, suicide prevention)
- Supplements, medical devices, health apps, fitness, beauty, and nutrition.
Advertisements that are indirectly related to these topics may also fall under the new rules.
What does this mean? for your marketing strategy?
These changes require a review of your digital marketing strategy. Here are some tips to help you adapt to the new rules:
Focus on standard events
Only use the standard events that Meta allows, such as page views. Optimize your campaigns based on these basic interactions and expect less accurate results compared to before.
Invest in first-party data
Because retargeting and custom audiences are limited, collecting first-party data is becoming more important. Think of email marketing, newsletters, and direct communication with your target audience.
Diversify your marketing channels alongside META Health Ads
In addition to Meta, use other channels such as Google Ads, LinkedIn, or direct marketing to reach your target audience. This reduces your dependence on a single platform.
Stay informed about policy changes
Meta's policy is still evolving. Keep an eye on updates regularly and adjust your strategy in a timely manner.
These policy changes by Meta in 2025 will have a major impact on your health and wellness ads. Data tracking and retargeting will be severely restricted, forcing marketers to become more creative in reaching and engaging their target audience.
By adapting your strategy and investing in alternatives, you can still remain successful in digital marketing.
Which of these tips will you apply first to strengthen your digital strategy? Share your plans in the comments below!
Frequently asked questions questions
Here are some frequently asked questions about the key policy changes Meta has implemented for health ads in 2025.
In 2025, Metawill introduce stricter rules for health ads, particularly in the areas of privacy and data tracking. Advertisers will be less able to use pixel tracking and create custom audiences based on health-related website activity. This means that targeted retargeting and conversion optimization forhealth marketing will be limited. The focus will be on protecting user privacy and complying with new legislation surrounding digital health marketing.
The new privacy rules restrict the collection and use of personal data for data tracking. This has direct consequences for digital marketing strategies, especially in health advertising. Advertisers are less able to accurately measure which ads lead to conversions, and tracking user behavior is restricted. This calls for creative solutions within digital health marketing, such as the use of first-party data and alternative marketing channels.
Yes, it is still possible to reach your target audience with Facebook and Instagram ads, but the possibilities for targeted advertising are more limited. You can no longer use custom audiences based on health-related website activity. However, you can use standard targeting options and focus on broad demographic groups. Online advertising remains effective, but requires a different approach and creative campaigns.
Alternatives to conversion optimization in health marketing include collecting first-party data via newsletters and forms, utilizing other marketing channels such as Google Ads and LinkedIn, and optimizing the user experience on your website. In addition, you can invest in content marketing and direct communication with your target audience to stimulate conversions within digital health marketing.
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