Health and Wellness Brands Prepare for Meta’s New Ad Restrictions

Health and Wellness Brands Prepare for Meta’s New Ad Restrictions

Health and wellness brands are facing uncertainty as Meta, the parent company of Facebook and Instagram, rolls out new advertising restrictions starting January 2025. Among the many companies affected is Fulton, a direct-to-consumer orthotics brand whose co-founder, Libie Motchan, expressed concerns over the lack of transparency surrounding the changes.

In an email to advertisers, Meta acknowledged that it would implement stricter regulations on the type of data that brands in the health and wellness category can use for advertising. This includes a prohibition on lower-funnel tracking data for conversions, which has raised alarm among health brands that rely heavily on performance marketing.

Motchan described her communication with Meta as struggling to receive clear guidance; she emphasized that the opaque nature of the updates has left her brand in the dark about why it has been flagged and what steps it can take to comply.

The Broader Impact

Media buyers predict that the new policies will require brands to shift their advertising strategies, moving away from performance-based tactics to broader brand awareness campaigns. Affected brands may find themselves spending less on Meta as a result.

One anonymous media buyer voiced concern, stating, ‘There’s going to be a lot less conversion data being passed through, which, for businesses that base their investment strategy from a performance perspective, is incredibly scary.’ This concern is heightened with January approaching, a peak time for health and wellness marketing.

Looking Ahead

While brands can appeal their classification on the platform, the specifics of this process remain unclear. Many marketers are now exploring alternative advertising platforms like Google, TikTok, and influencer partnerships to mitigate the impact of Meta’s changes.

Industry experts foresee a challenging landscape for health and wellness brands as they navigate these regulatory shifts. Andrew Foxwell, co-founder of Foxwell Digital, suggested that similar to the cannabis sector, new strategies and understanding will be crucial for businesses moving forward.

With an increase in privacy laws, health brands will have to evolve, adjusting their operations in response to both Meta’s policies and external regulatory challenges. The shift to less direct tracking methods is already underway, indicating a longer-term trend in digital marketing practices.

*In light of these changes, health and wellness brands must remain agile and proactive to sustain their advertising efforts effectively.*