Wellness and supplement brands / Microsoft Advertising (Bing)
7 Microsoft Advertising policy rules bear on wellness and supplement brands
7 rules come from Microsoft Advertising (Bing) policy and match the wording wellness and supplement brands use. None of them is exclusive to Microsoft Advertising. The rest are shared with the policies of Amazon Ads, Reddit and Meta (Facebook and Instagram). None of them block approval; all 7 warn. Of the 12 platforms with a page for this industry, it has the 3rd most rules.
What Microsoft Advertising (Bing) policy adds
Platform rules are about ad approval and account risk, not law, and policies change. These are the Microsoft Advertising (Bing) rules whose wording is about supplements, structure-function wording, CBD and weight-loss products. They run when Microsoft Advertising (Bing) is selected in the checker.
CG-PLT-011 · Warns · Citation checked against stored text
A named prescription drug in an ad triggers advance approval on most platforms. Pinterest allows prescription drug ads only with prior permission and GLP-1 ads only from approved healthcare advertisers in the US and Canada, Snap requires prescription advertisers to be pre-approved, and TikTok requires proof of regulator approval and 18+ targeting in the US. Meta requires LegitScript certification or its own review, Meta authorization, a licensed-professional disclaimer and 18+ targeting in the US, Canada or New Zealand. LinkedIn requires prior authorization, US or Canada only, no under-18 targeting. Reddit, X, Microsoft, Amazon and Nextdoor require pre-approval, a sales representative or case-by-case review, and Yahoo accepts FDA-approved prescription drug ads in the US only.
Source: Pinterest Advertising Guidelines (healthcare products and services, weight loss products and services); Snap Ads Category Requirements, Health (prescription medicines); TikTok Healthcare and Pharmaceuticals ad policy (United States, prescription medicine); Meta Advertising Standards, Drugs and pharmaceuticals; LinkedIn Advertising Policies; X Ads healthcare policy; Reddit Ads Healthcare Products and Services policy; Microsoft Advertising Healthcare and Pharmaceutical policy; Amazon Ads Healthcare products and services policy; Nextdoor Ads Policy; Yahoo Ad Policy, Prescription drugs; Spotify Advertising Policies
Safer wording: Get the platform's written approval first, then run the ad only on the platform that approved it, with the approved audience and age limits. Otherwise advertise the clinical service without naming the drug.
Meta Advertising Standards, Drugs and pharmaceuticals, Nextdoor Ads Policy, Yahoo Ad Policy, Prescription drugs, Spotify Advertising Policies, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Healthcare products and services policy, TikTok Healthcare and Pharmaceuticals ad policy, Snap Ads Category Requirements, Health, Pinterest Advertising Guidelines, LinkedIn Advertising Policies, X Ads healthcare policy
CG-PLT-016 · Warns · Citation checked against stored text
Pinterest bars before-and-after weight-loss imagery and Snap bars before-and-after pictures in diet, fitness and dietary supplement ads. Meta lists a before-and-after weight loss image as non-compliant, and Reddit, Amazon, Nextdoor and Outbrain bar before-and-after photos in weight loss, supplement or cosmetic ads. Microsoft, Taboola and Yahoo allow them only if realistic and honest about the time taken. The same wording also draws FTC attention to typical results.
Source: Pinterest Advertising Guidelines (weight loss products and services); Snap Ads Category Requirements, Health (health and dietary supplements, diet and fitness); Meta Advertising Standards, Personal health and appearance; Reddit Ads Healthcare Products and Services policy; Amazon Ads Claims and substantiation policy; Nextdoor Ads Policy; Outbrain Advertising Guidelines; Microsoft Advertising Healthcare and Pharmaceutical policy; Taboola Policy FAQ health and beauty; Yahoo Ad Policy, Over the counter drugs
Safer wording: Remove the before-and-after pairing and show the clinic, the clinician or the process instead.
Meta Advertising Standards, Personal health and appearance, Taboola Policy FAQ health and beauty, Outbrain Advertising Guidelines, Nextdoor Ads Policy, Yahoo Ad Policy, Over the counter drugs, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Snap Ads Category Requirements, Health, Pinterest Advertising Guidelines
CG-PLT-017 · Warns · Citation checked against stored text
Google does not allow products that imply they are as effective as prescription drugs or controlled substances, products with ephedra, or hCG promoted for weight loss or weight control. Amazon, Microsoft, Reddit and Yahoo bar claims that a non-prescription or supplement product is as effective as, or can replace, a prescription drug, and Meta, Reddit and Yahoo list ephedra or hCG among unsafe ingredients.
Source: Google Ads Healthcare and medicines policy (unapproved substances); Meta Advertising Standards, Unsafe substances; Reddit Ads Healthcare Products and Services policy; Amazon Ads Claims and substantiation policy; Microsoft Advertising Healthcare and Pharmaceutical policy; Yahoo Ad Policy, Over the counter drugs
Safer wording: Describe what the product is and what it contains, without comparing it to a prescription drug, and drop ephedra and hCG weight-loss wording.
Meta Advertising Standards, Unsafe substances, Yahoo Ad Policy, Over the counter drugs, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Google Ads Healthcare and medicines policy
CG-PLT-025 · Warns · Citation checked against stored text
Amazon Ads bars guaranteeing permanent weight loss, a specific rate of weight loss, or promising that weight will not be regained, and bars saying a weight loss product is effective for everyone. Microsoft bars suggestions that weight loss results are guaranteed, universal or permanent. Taboola rejects absolute claims of results.
Source: Amazon Ads Claims and substantiation policy; Microsoft Advertising Healthcare and Pharmaceutical policy; Taboola Policy FAQ health and beauty
Safer wording: Say that results vary, and describe the support offered rather than the outcome.
Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy, Amazon Ads Claims and substantiation policy
CG-PLT-026 · Warns · Citation checked against stored text
Taboola rejects ads that discourage or compare to conventional medicine, such as "Forget the pills", "You don't need surgery" and "Better than medicines". Amazon Ads bars discouraging customers from seeing a qualified medical professional, Microsoft bars claiming a supplement can replace prescribed treatment, and Reddit bars implying a supplement is as effective as or better than an FDA-approved drug.
Source: Taboola Policy FAQ health and beauty; Amazon Ads Healthcare products and services policy; Amazon Ads sponsored ads policies; Microsoft Advertising Healthcare and Pharmaceutical policy; Reddit Ads Healthcare Products and Services policy
Safer wording: Present the product as a complement to professional care and leave out any suggestion of skipping or replacing treatment.
Amazon Ads sponsored ads policies, Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Healthcare products and services policy
CG-PLT-027 · Warns · Citation checked against stored text
Amazon Ads bars products that improperly claim to be FDA cleared or approved or that use the FDA logo, and bars regulatory endorsement claims on healthcare products. Microsoft bars statements that misrepresent regulatory approval or review, and Apple bars deceptively expressing or implying regulatory approval for a dietary supplement. Reddit requires FDA approval for the drugs and devices it allows.
Source: Amazon Ads sponsored ads policies; Amazon Ads Claims and substantiation policy; Microsoft Advertising Healthcare and Pharmaceutical policy; Apple Advertising Services policies; Reddit Ads Healthcare Products and Services policy
Safer wording: Supplements are not FDA approved. Say what the product contains and add the standard statement that the FDA has not evaluated the claims, or leave the FDA out.
Amazon Ads sponsored ads policies, Apple Advertising Services policies, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy
CG-PLT-029 · Warns · Citation checked against stored text
Meta bars weight loss, cosmetic procedure and dietary supplement ads from targeting anyone under 18, and Microsoft requires 18+ targeting for healthcare advertising and for weight loss ads. LinkedIn and Nextdoor bar targeting under-18s with prescription, pharmacy, telehealth and pharmaceutical ads.
Source: Meta Advertising Standards, Health and wellness; Microsoft Advertising Healthcare and Pharmaceutical policy; LinkedIn Advertising Policies; Nextdoor Ads Policy
Safer wording: Write the ad for adults and set the audience to 18 and over. Do not address teens or children with these offers.
Meta Advertising Standards, Health and wellness, Nextdoor Ads Policy, Microsoft Advertising Healthcare and Pharmaceutical policy, LinkedIn Advertising Policies
What the checker flags with Microsoft Advertising (Bing) selected
Sample wording we wrote, run through the engine with Microsoft Advertising (Bing) selected. Only samples where a Microsoft Advertising (Bing) rule fires are shown.
Our supplement cures anxiety and replaces your medication.
- Blocks approval
CG-DIS-016Also matches CG-RPL-003, CG-RPL-007, CG-TRG-001, CG-RAF-005, CG-RFA-001, CG-DIS-001, CG-PLT-026, CG-TRK-012A sentence that names a disease or condition and says it was cured, reversed, cleared, beaten, fixed or removed is a disease claim, however it is worded. For a product it makes the product an unapproved drug. For a service it needs substantiation and a statement of typical results.
Source. FDCA 201(g)(1); 21 CFR 101.93(g); FTC Act section 5; FTC Health Products Compliance Guidance
Safer wording. Describe what the product contains or what the service involves and leave the disease outcome out. If a clinician treats the condition, say who, and that results vary by patient.
Burn fat without diet or exercise. Clinically proven, 100% natural and safe.
- Blocks approval
CG-EFF-007Also matches CG-EFF-007, CG-PLT-024, CG-RAF-004Effortless weight-loss and fat-burning claims are classic unsubstantiated claims.
Source. FTC Act section 5; FTC Health Products Compliance Guidance (weight-loss claims)
Safer wording. Say what the program involves, including diet and activity, and cite evidence for any result you state.
- Blocks approval
CG-EFF-001Proof claims need competent and reliable scientific evidence, usually human clinical testing.
Source. FTC Health Products Compliance Guidance (2022); FTC Act section 5
Safer wording. Cite the specific study (population, result, year) or say what the product contains instead.
- Warning
CG-EFF-004Natural does not mean safe, and the claim implies a safety profile you must substantiate.
Source. FTC Act section 5; FTC Health Products Compliance Guidance
Safer wording. List ingredients and known cautions instead of equating natural with safe.
The federal rules that still apply
44 federal and general rules matched to wellness and supplement brands run next to the Microsoft Advertising (Bing) ones. The ones that weigh most:
CG-DIS-002 · Blocks approval · Citation checked against stored text
A treatment claim for a named disease is a drug claim for a product, and needs support for a clinical service.
Source: FDCA 201(g)(1); 21 CFR 101.93(g); FTC Act section 5
Safer wording: For a clinical service, state who delivers care and what is offered ("our licensed clinicians evaluate and manage ..."). For a supplement, remove the disease reference.
21 CFR 101.93(g) · Needs counsel review
CG-DIS-013 · Blocks approval · Citation checked against stored text
A pain-relief claim for a supplement or wellness product treats a symptom of disease, which is a drug claim. For an approved over-the-counter drug or a clinical service, check that the wording matches the label or what you can support.
Source: FDCA 201(g)(1); 21 CFR 101.93(g); FTC Health Products Compliance Guidance
Safer wording: For a drug, use the approved indication from the label. For a service, describe the care and say results vary.
21 CFR 101.93(g) · Needs counsel review
CG-DIS-019 · Blocks approval · Citation checked against stored text
Claims to slow, stop or prevent a serious disease, or to restore function after spinal cord injury, are disease claims that need drug approval and evidence.
Source: FDCA 201(g)(1); 21 CFR 101.93(g); FDA consumer alerts on stem cell and dietary supplement disease claims; FTC Act section 5
Safer wording: Remove disease slowing, prevention and recovery claims. Describe a supplement by its nutrients only, and a stem cell service only as an investigational study.
21 CFR 101.93(g) · Needs counsel review
CG-DIS-022 · Blocks approval · Citation checked against stored text
Copy aimed at people who have a named disease ("Suffering from Crohn's?", "women with endometriosis love this") tells the reader the product is for that disease. FDA reads the intended use from this kind of audience targeting, and it makes a supplement an unapproved drug.
Source: 21 CFR 101.93(g); 21 CFR 201.128 - intended use; FDCA 201(g)(1); FTC Health Products Compliance Guidance
Safer wording: Describe the product and the normal function it supports, and do not address people by their disease. A clinic may describe who it treats and that results vary.
21 CFR 101.93(g), 21 CFR 201.128 · Needs counsel review
Everything for the industry is on the wellness and supplement brands page, and all Microsoft Advertising (Bing) rules for any industry are on the Microsoft Advertising (Bing) page.
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