Meta (Facebook and Instagram) health ad policy rules the checker applies

Meta (Facebook and Instagram) rules

1. CG-PLT-004 · Blocks approval · Citation checked against stored text

   Ads that address the viewer's health condition, body or self-image, or shame them about it, violate Meta and Google personal-attribute and negative self-perception policies.

   Source: Meta Advertising Standards, Personal attributes; Meta Advertising Standards, Personal health and appearance

   Safer wording: Speak about the topic in general terms and avoid implying you know the viewer's condition or making them feel ashamed.

   Meta Advertising Standards, Personal attributes, Meta Advertising Standards, Personal health and appearance

2. CG-PLT-005 · Warns · Citation checked against stored text

   Selling prescription drugs online without a prescription, from foreign suppliers, or for crypto payment violates drug-sale laws and every major ad platform's rules.

   Source: FDCA 503(b); Google Ads Healthcare and medicines policy; Meta Advertising Standards, Drugs and pharmaceuticals

   Safer wording: Offer a clinical service in which a licensed clinician decides whether to prescribe, and fill prescriptions only through licensed US pharmacies.

   Meta Advertising Standards, Drugs and pharmaceuticals, Google Ads Healthcare and medicines policy · Needs counsel review

3. CG-PLT-006 · Blocks approval · Citation checked against stored text

   Evading ad review with cloaking, new accounts or domains after a ban violates every major ad platform's rules and can get the whole business banned.

   Source: Meta Advertising Standards, Circumventing systems

   Safer wording: Fix the ad to meet the policy, or appeal the decision. Do not run the same offer through a new account or domain.

   Meta Advertising Standards, Circumventing systems

4. CG-PLT-001 · Warns · Citation checked against stored text

   Meta bars ads that assert or imply the viewer's physical or mental health, including medical conditions, for example "Do you have diabetes?". Nextdoor, X, Amazon and Taboola bar the same move (asserting knowledge of a viewer's health, speaking directly to the customer about a condition or weight). This is platform policy, not law, and an ad can be rejected or an account restricted.

   Source: Meta Advertising Standards, Personal attributes; Nextdoor Ads Policy (advertisement targeting, personal attributes); X Ads targeting of sensitive categories policy; Amazon Ads sponsored ads policies; Taboola Health Supplement Advertising Guidelines

   Safer wording: Address the topic, not the viewer. Say "Depression affects many adults. Talk to a clinician." instead of "Are you struggling with depression?".

   Meta Advertising Standards, Personal attributes, X Ads targeting of sensitive categories policy, Amazon Ads sponsored ads policies, Taboola Health Supplement Advertising Guidelines, Nextdoor Ads Policy

5. CG-PLT-002 · Warns · Citation checked against stored text

   Meta bars buying or exchanging engagement, including a giveaway or anything of monetary value in exchange for likes, shares or follows, and it demotes posts that goad people into liking, sharing or commenting to gain reach ("engagement bait"). A prize tied to a health service can also raise referral-inducement questions. This is platform policy, not law. Meta's engagement bait announcement is a news post rather than a policy page, so the "comment YES" and "tag a friend" cases rest on its description of the tactic.

   Source: Meta Community Standards, Spam ("Offering giveaways (i.e., offering others a chance to win) of cash or cash equivalents in exchange for engagement."; "Offering to provide anything of monetary value in exchange for engagement."); Meta News Feed FYI, Fighting engagement bait ("goad them into interacting with likes, shares, comments, and other actions")

   Safer wording: Ask a real question or invite people to read the post, and keep any giveaway rules separate and compliant.

   Meta Community Standards, Spam, Meta News Feed FYI, Fighting engagement bait

6. 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

7. CG-PLT-018 · Warns · Citation checked against stored text

   Google does not allow claims that entice the user with an improbable result as the likely outcome, and YouTube ads may not carry exaggerated or inaccurate claims. Meta bars claims of unrealistic results within specific timeframes. Microsoft, Amazon and Taboola bar a specific amount or rate of weight loss in a defined period.

   Source: Google Ads Misrepresentation policy (unreliable claims); YouTube and Discover Feed ad requirements (exaggerated or inaccurate claims); Meta Advertising Standards, Unrealistic outcomes; Microsoft Advertising Healthcare and Pharmaceutical policy; Amazon Ads Claims and substantiation policy; Taboola Policy FAQ health and beauty; Reddit Ads Healthcare Products and Services policy

   Safer wording: Drop the timeframe and the number. Describe the service and what a clinician will assess.

   Meta Advertising Standards, Unrealistic outcomes, Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Google Ads Misrepresentation policy, YouTube and Discover Feed ad requirements

8. CG-PLT-019 · Warns · Citation checked against stored text

   Health is a sensitive interest category on Google. Advertisers in it cannot use advertiser-curated audiences, which include customer match, your data segments, audience expansion and lookalike segments. Meta's Business Tools Terms bar sharing health information and say the names and criteria of custom audiences must not reflect or imply it. Amazon prohibits audiences built from purchases or views of healthcare products and from advertiser data. Targeting by health status can also turn a visit to a clinic site into a disclosure of health information.

   Source: Google Ads Restricted targeting in personalized advertising policy (sensitive interest categories, health); Meta Business Tools Terms (Business Tool Data); Amazon Ads Healthcare products and services policy

   Safer wording: Use contextual or predefined audiences for health offers. Do not build segments from patient lists or condition pages.

   Meta Business Tools Terms, Amazon Ads Healthcare products and services policy, Google Ads Restricted targeting in personalized advertising policy

9. CG-PLT-007 · Warns · Citation checked against stored text

   YouTube and Discover Feed ads may not focus on body parts or health conditions in a way meant to shock, such as a horrifying rash or tooth decay. Meta bars ads that shock, scare or disgust, including graphic details of hygiene such as pimple popping, and Yahoo bars copy that dramatizes distressing symptoms.

   Source: YouTube and Discover Feed ad requirements (improper content, body parts and health conditions); Meta Advertising Standards, Sensational content; Yahoo Ad Policy, Over the counter drugs

   Safer wording: Describe the service neutrally, for example "Book a dermatology visit.", and keep scare wording out of the script.

   Meta Advertising Standards, Sensational content, Yahoo Ad Policy, Over the counter drugs, YouTube and Discover Feed ad requirements

10. CG-PLT-010 · Warns · Citation checked against stored text

    Pharmacy ads need proof of third-party certification. TikTok asks for NABP or LegitScript proof, Snap requires online pharmacies to be registered and, in the United States, NABP verified, Google allows US online pharmacies only with accreditation and Google certification, and Meta requires online pharmacies to be certified by LegitScript and authorized by Meta. X, Reddit, Yahoo and Nextdoor ask for NABP (or LegitScript) accreditation, LinkedIn and Microsoft require prior authorization or preapproval, and Amazon Ads accepts online pharmacies only in the US with NABP registration and not as display ads in its store.

    Source: TikTok Healthcare and Pharmaceuticals ad policy (United States, pharmacies); Snap Ads Category Requirements, Health (online pharmacy); Google Ads Healthcare and medicines policy (United States); 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, Pharmacies

    Safer wording: Get NABP, .Pharmacy or LegitScript certification and the platform's own approval before the ad runs, and name the licensed pharmacy.

    Meta Advertising Standards, Drugs and pharmaceuticals, Nextdoor Ads Policy, Yahoo Ad Policy, Pharmacies, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Healthcare products and services policy, Google Ads Healthcare and medicines policy, TikTok Healthcare and Pharmaceuticals ad policy, Snap Ads Category Requirements, Health, LinkedIn Advertising Policies, X Ads healthcare policy

11. 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

12. CG-PLT-013 · Warns · Citation checked against stored text

    Pinterest does not allow claims regarding the prevention or cure of disease, and Google does not allow non-approved products marketed as safe or effective for preventing, curing or treating a particular disease. Meta bars claims to cure, heal or eliminate incurable diseases (diabetes, herpes, thyroid conditions, psoriasis, cancer, autism, Alzheimer's, Parkinson's, HIV and others), even from health professionals. Reddit, Amazon, Outbrain, Nextdoor, Apple and Taboola bar implying that a product or supplement diagnoses, prevents or cures disease.

    Source: Pinterest Advertising Guidelines (healthcare products and services); Google Ads Healthcare and medicines policy (unapproved substances); Meta Advertising Standards, Unrealistic outcomes; Meta Advertising Standards, Health and wellness; Reddit Ads Healthcare Products and Services policy; Amazon Ads Claims and substantiation policy; Outbrain Advertising Guidelines; Nextdoor Ads Policy; Apple Advertising Services policies; Taboola Health Supplement Advertising Guidelines

    Safer wording: Say what the service does ("screening", "education", "treatment plans reviewed by a clinician") and leave out prevent, cure and reverse.

    Meta Advertising Standards, Unrealistic outcomes, Meta Advertising Standards, Health and wellness, Taboola Health Supplement Advertising Guidelines, Outbrain Advertising Guidelines, Nextdoor Ads Policy, Apple Advertising Services policies, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Google Ads Healthcare and medicines policy, Pinterest Advertising Guidelines

13. 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

14. CG-PLT-020 · Warns · Citation checked against stored text

    Telehealth and telemedicine ads are gated. Google allows telemedicine providers only with LegitScript certification plus Google certification, and Meta requires telehealth providers that promote prescription drugs to be LegitScript certified and authorized. LinkedIn allows telehealth only in the United States with prior authorization, X allows licensed providers only in the states where they are licensed and with prior authorization, Reddit asks for industry certifications and a sales representative, Microsoft preapproves telemedicine providers that sell prescription drugs, and Amazon Ads does not accept telemedicine as display ads in its store.

    Source: Google Ads Healthcare and medicines policy, additional sections; 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; LegitScript Healthcare Merchant Certification

    Safer wording: Get LegitScript certification if you prescribe or sell prescription drugs, then ask each platform for its telehealth authorization before the ad runs, and name only the states where you are licensed.

    Meta Advertising Standards, Drugs and pharmaceuticals, LegitScript Healthcare Merchant Certification, Google Ads Healthcare and medicines policy, additional sections, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Healthcare products and services policy, Google Ads Healthcare and medicines policy, LinkedIn Advertising Policies, X Ads healthcare policy

15. CG-PLT-021 · Warns · Citation checked against stored text

    Meta bars click-bait in a health or weight loss context, such as "1 crazy tip to lose weight!". Microsoft lists "use this 1 weird tip" and "kill stomach fat" as click-bait examples, and Nextdoor, X and Reddit bar sensationalistic, exaggerated or click-bait ads.

    Source: Meta Advertising Standards, Unrealistic outcomes; Microsoft Advertising Information Integrity and Misleading Content policy; Nextdoor Ads Policy; X Ads deceptive and fraudulent content policy; Reddit Ads Deceptive, Untrue, or Misleading Advertising policy

    Safer wording: State what the service is and who provides it. Drop the teaser and the secret-knowledge framing.

    Meta Advertising Standards, Unrealistic outcomes, X Ads deceptive and fraudulent content policy, Nextdoor Ads Policy, Microsoft Advertising Information Integrity and Misleading Content policy, Reddit Ads Deceptive, Untrue, or Misleading Advertising policy

16. CG-PLT-022 · Warns · Citation checked against stored text

    Meta bars ads that declare or imply a perfect body, exploit insecurities or shame the body in order to promote a diet, weight loss or health product. Reddit bars body-shaming language and unrealistic beauty standards in weight loss and cosmetic ads, Nextdoor bars promoting negative or unrealistic body images, and Microsoft bars content that encourages negative body image in weight loss ads.

    Source: Meta Advertising Standards, Personal health and appearance; Reddit Ads Healthcare Products and Services policy; Nextdoor Ads Policy; Microsoft Advertising Healthcare and Pharmaceutical policy

    Safer wording: Describe the benefit in health terms (energy, mobility, blood pressure) and leave out appearance ideals and shame.

    Meta Advertising Standards, Personal health and appearance, Nextdoor Ads Policy, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy

17. CG-PLT-023 · Warns · Citation checked against stored text

    Meta bars claims that weight loss results can be achieved solely by using wearable products. Amazon and Microsoft bar claims that a customer will lose weight by wearing a product or rubbing it into the skin, and Taboola does not accept transdermal patches or products claiming weight loss by wearing them on the skin.

    Source: Meta Advertising Standards, Health and wellness; Amazon Ads Stores creative acceptance policies; Microsoft Advertising Healthcare and Pharmaceutical policy; Taboola Policy FAQ health and beauty

    Safer wording: Do not tie weight loss to wearing or applying a product. Describe what the product is and refer to a clinician for weight management.

    Meta Advertising Standards, Health and wellness, Amazon Ads Stores creative acceptance policies, Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy

18. CG-PLT-028 · Warns · Citation checked against stored text

    Addiction treatment ads are gated. Google and Meta require LegitScript certification (and Meta written permission, for the United States), Microsoft allows them only in the United States with LegitScript certification and no lead generation ads, Reddit requires industry certifications and licensed staff, Nextdoor requires LegitScript certification for the USA, and Amazon Ads does not accept addiction-related healthcare services in its store.

    Source: Google Ads Addiction services policy; Google Ads Healthcare and medicines policy, additional sections (United States, addiction services); Meta Advertising Standards, Drug and alcohol addiction treatment; Microsoft Advertising Healthcare and Pharmaceutical policy; Reddit Ads Healthcare Products and Services policy; Nextdoor Ads Policy; Amazon Ads Healthcare products and services policy; LegitScript Healthcare Merchant Certification

    Safer wording: Get LegitScript certification first, then apply to each platform. Do not run lead generation ads for addiction services.

    Meta Advertising Standards, Drug and alcohol addiction treatment, Nextdoor Ads Policy, LegitScript Healthcare Merchant Certification, Google Ads Healthcare and medicines policy, additional sections, Google Ads Addiction services policy, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Healthcare products and services policy, Google Ads Healthcare and medicines policy

19. 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

20. CG-PLT-030 · Warns · Citation checked against stored text

    Meta lists anabolic steroids, chitosan, comfrey, DHEA, ephedra and human growth hormone as unsafe supplements. Reddit bars supplements with anabolic steroids, codeine, ephedra, HGH or opioids, Outbrain bars anabolic steroids, ephedra and HGH, Amazon Ads bars supplements with ephedrine alkaloids or Salvia divinorum, and X bars supplements that contain or reference anabolic steroids.

    Source: Meta Advertising Standards, Unsafe substances; Reddit Ads Healthcare Products and Services policy; Outbrain Advertising Guidelines; Amazon Ads sponsored ads policies; X Ads healthcare policy

    Safer wording: Take the ingredient out of the ad and the product, or do not advertise the product on these platforms.

    Meta Advertising Standards, Unsafe substances, Amazon Ads sponsored ads policies, Outbrain Advertising Guidelines, Reddit Ads Healthcare Products and Services policy, X Ads healthcare policy

21. CG-PLT-031 · Warns · Citation checked against stored text

    Meta's Business Tools Terms bar sharing Business Tool Data that includes or is based on health information, and say the names and criteria of events and conversions must not reflect or imply it. Google's customer data policies bar using conversions tied to health or medical information, such as purchases of medical services or prescription drugs, for enhanced conversions or store sales uploads. Tracking tags on clinic sites can also be a HIPAA problem.

    Source: Meta Business Tools Terms (Business Tool Data); Google Ads Customer data policies

    Safer wording: Do not send events whose name or data reveals a condition, a prescription or a patient status. Measure at the level of the campaign, with no health detail.

    Meta Business Tools Terms, Google Ads Customer data policies · Needs counsel review