Facebook and Instagram advertising can be highly effective for healthcare practices. But Meta has specific policies for healthcare that differ significantly from other industries. Campaign planning needs to account for those policies across the audience, creative, destination and measurement setup.
Our team has been running healthcare Meta campaigns for over a decade. We review creative and destinations before submission and respond to policy issues if they arise. This guide covers what you need to know.
Targeting Restrictions
This is the biggest difference from other industries. Meta restricts targeting for health-related ads to prevent discrimination and protect user privacy. You cannot target based on:
- Personal health attributes or medical conditions
- Treatment or procedure interests
- Disability or physical/mental health status
But you can still build effective campaigns using:
- Geographic targeting. Essential for local healthcare practices.
- Age and gender. Within applicable regulations.
- Educational creative. Reach people researching symptoms or treatments, without implying the viewer has a condition.
- Retargeting and lookalikes. Re-engage website visitors and video viewers, and build lookalikes from enquiry or booking events.
- Service information. Describe appointments and referral steps clearly.
We plan audiences around your service area, age groups and non-health interests, then let educational creative and Meta's delivery find people researching the care you provide. Retargeting general website visitors and lookalikes from enquiry or booking events are fine. Uploading patient lists and targeting by condition are not.
Meta's Business Tools Terms restrict sharing data that includes or is based on health information. Review Meta's guidance on sensitive health information when planning measurement. Health details must stay out of pixels, server events, audience uploads and enquiry data sent to advertising platforms.
Content Restrictions
Beyond targeting, Meta restricts what you can say and show in healthcare ads.
Prohibited Content
- Misleading health claims or miracle cures
- Content implying negative self-perception
- Before/after imagery creating unrealistic expectations
- Shocking or sensational health content
- Guaranteed health outcomes
The Personal Attributes Rule
This one catches many advertisers out. You cannot assert or imply personal attributes about the viewer, including health conditions. This means you cannot say:
- "Do you suffer from back pain?" (implies the viewer has back pain)
- "Struggling with anxiety?" (implies the viewer has anxiety)
- "Ready to lose that belly fat?" (implies body issues)
Instead, use general language:
- "Our physiotherapy clinic specialises in back pain treatment"
- "Evidence-based anxiety management approaches"
- "Weight management programs designed by healthcare professionals"
Healthcare Categories
Different healthcare categories face different levels of restriction on Meta.
Generally Permitted (with restrictions)
- GP clinics, dental practices
- Allied health: physio, chiro, psychology, OT, speech
- NDIS providers
- Health and wellness services
Restricted (may require authorisation)
- Pharmacies
- Cosmetic procedures and aesthetics
- Weight loss programs
- Addiction treatment
Prohibited
- Prescription drugs (direct consumer advertising)
- Unsafe supplements and unapproved treatments
Landing Pages Matter
Meta reviews landing pages as well as ads. Your website content needs to comply with the same policies. Landing pages must match ad content, not contain prohibited claims, work properly, and comply with healthcare regulations.
The Account Risk
Repeated policy violations can result in restricted advertising privileges or complete account suspension. Meta maintains violation records, so patterns of non-compliance create cumulative risk.
This is where working with specialists matters. We know what triggers rejections. We review ad copy and creative against the platform's healthcare policies before submission. We monitor campaigns for policy issues. And we stay current with policy changes.
"We know what gets approved. After years of healthcare Meta advertising, we've seen what works and what doesn't."
Let Us Handle This
Meta policy compliance is built into how we work. Ad copy is written with restrictions in mind. Creative is developed with approval in mind. Targeting uses compliant strategies, from retargeting to lookalikes, that still deliver results. You focus on patients while we keep your advertising running.
Contact us to talk about your Facebook and Instagram advertising.