Key Takeaways

Meta’s upcoming ad restrictions for health, wellness, and other sensitive categories will significantly impact tracking and campaign performance.

Full and partial restrictions will limit the use of tracking tools like the Pixel and Conversions API (CAPI), complicating lower-funnel optimizations.

Adaptation strategies include repositioning brand messaging, optimizing for non-restricted events, and leveraging third-party analytics tools.

Businesses in sensitive categories must act quickly to review classifications, file appeals, and adjust campaigns before the 2025 rollout.

Introduction to the New Restrictions

The advertising world is bracing for Meta’s 2025 policy changes targeting sensitive categories like health, wellness, and financial services. These changes aim to address legal and privacy concerns by categorizing brands based on their association with medical conditions, financial services, or politically sensitive topics. As a result, advertisers may face restrictions on data sharing, optimization, and lower-funnel event tracking.

The implications are far-reaching. From supplements, financial service businesses (including some course creators relying on income claims) and wellness brands to telehealth companies, many advertisers will find themselves navigating stricter rules and unpredictable enforcement. But as history has shown, every challenge creates opportunities for those willing to adapt.

Understanding Full vs. Partial Restrictions

Meta’s restrictions fall into two primary categories:

Full Restrictions

What It Means: Complete blocking of tools like Pixel, CAPI, and other Meta Business Tools for tracking or optimizing sensitive events.

Impact: No user data will be processed or tracked for restricted events. This renders lower-funnel activities like purchases or add-to-cart events untrackable.

Partial Restrictions

What It Means: Limitations on specific mid- and lower-funnel optimization events, such as blocked pixel tracking for restricted activities.

Impact: While tools like ViewContent can still be used, their effectiveness for conversion-based campaigns may be reduced.

For both types of restrictions, misclassification poses an additional risk. If your brand is wrongly flagged, you could lose weeks—or even months—of campaign performance while appeals are processed.

Why Meta Is Making These Changes

Meta’s proactive stance is driven by increased scrutiny over privacy compliance, particularly in sensitive verticals. Recent lawsuits have highlighted the risks of mishandling personally identifiable information (PII), and the rise in class-action lawsuits against consumer packaged goods (CPG) brands has only added fuel to the fire.

In response, Meta is overhauling its policies to reduce legal exposure. By limiting the sharing of sensitive user data and preventing claims that push legal boundaries, Meta is seeking to protect itself—and by extension, its advertisers—from further litigation.

Implications for Advertisers

The changes will hit brands and campaigns in several ways:

Health and Wellness Brands: Advertisers targeting specific medical conditions (e.g., arthritis, obesity, acne) face the highest risk of classification and restriction.

Telehealth Providers: These brands may find it increasingly difficult to use Meta’s tools for lead generation and conversions.

Supplements and F&B: While broad wellness claims like “supports energy” remain safe, any mention of treating specific conditions could trigger restrictions.

Financial Services Companies: Brands offering tools, consultations, or services related to consumer credit, financial planning, or investment advice may be flagged. This includes companies promoting services like credit repair, personal loans, or financial apps tied to sensitive user data. These businesses will need to adjust their messaging to focus on general financial education or tools rather than specific financial outcomes or scenarios, which may be flagged as restricted.

Event Categorization: Advertisers must monitor their Events Manager to identify flagged events and categories early.

For those affected, the ripple effects will include lower campaign efficiency, longer appeal times, and potentially higher costs to reach target audiences.

How to Adapt and Stay Ahead

Staying ahead in this evolving landscape requires both strategic adjustments and proactive measures. Here’s how to position your brand for success:

1. Review Your Brand’s Classification

Check your Events Manager to see if your website or app is flagged under a restricted category.

Common categories include health, wellness, financial services, politics, and other sensitive topics.

If you’re wrongly categorized, file an appeal immediately (more on that below).

2. Reposition Your Messaging

Broaden your focus from specific conditions to general wellness and benefits.

Replace medical jargon with everyday language. For example:

“Treats inflammation” → “Supports joint health”

“Helps with fatigue” → “Boosts energy levels”

Avoid using condition-specific labels on product pages. Opt for generic terms like “Daily Wellness Solutions.”

3. Shift Campaign Strategies

Focus on non-restricted events like:

Landing Page Views

ViewContent

Search

App Installs

Eliminate custom events that mimic restricted ones to ensure compliance with Meta’s policies.

This advice comes directly from our insiders at Meta, although we encourage taking action to protect your business with better methods.

4. Leverage Third-Party Analytics

Tools like Hyros, Triple Whale and Northbeam can fill the gap left by restricted Meta tools, allowing you to track and optimize bottom-of-funnel events independently.

While Meta currently allows these tools, it’s wise to prepare for potential future restrictions.

Navigating the Appeal Process

If your brand or website is wrongly classified, follow these steps:

Submit an Appeal: Use the Events Manager to request a review of your classification. Appeals typically take 3–7 days, but rejection locks you out of the process for 30 days.

Make Adjustments: Update your website’s language, product pages, and category structure to align with Meta’s guidelines before filing.

Stay Persistent: Meta’s feedback can be vague, so be prepared for back-and-forth discussions with their support team.

Long-Term Opportunities in a Shifting Landscape

While the immediate future may seem uncertain, these changes could ultimately benefit advertisers willing to adapt. As less agile competitors drop out of the auction, the reduced competition could drive down costs for compliant campaigns. Additionally, stricter policies may encourage clearer guidelines and better enforcement in the long run.

The key is maintaining a long-term perspective. History has shown that Meta’s policy shakeups often reward those who stick with it. By investing time in compliance and innovation now, you can position your brand for success when the dust settles.

Conclusion

Meta’s new ad restrictions represent both a challenge and an opportunity. For advertisers in sensitive categories, the road ahead will require careful planning, adaptability, and a willingness to embrace new strategies. By staying informed, proactive, and compliant, you can navigate these changes and emerge stronger on the other side.

Keep pushing forward, and remember: the businesses that adapt the fastest will be the ones that dominate the new landscape.