Meta ads for health and wellness: the “personal attributes” trap

What to do first

Read the rejected ad out loud and underline every phrase that speaks to the viewer about their body, health, finances or personal life. Phrases like “Are you diabetic?” or “Your anxiety is holding you back” suggest you know something about them, and that’s what the personal attributes policy is aimed at.

Step 1: Learn the two policies that apply

Meta’s ad standards include a policy on personal attributes and a policy on health and wellness. The first says ads shouldn’t assert or imply that you know a person’s attributes such as a health condition. The second covers things like age targeting for weight-loss content and rules on before-and-after imagery and language about body image.

Step 2: Rewrite from “you” to “the product”

Instead of “Do you suffer from back pain?”, describe the offer: “Physiotherapy sessions for back and posture.” Keep the benefit focused on what the service is, not on a condition the reader supposedly has. Avoid language that implies inferiority about appearance.

Step 3: Check targeting and images

Weight-loss and similar products typically require targeting adults only. Before-and-after images are restricted in some categories, and rules have been changing, so check the current version of the policy. Avoid close-ups of body parts that stress a perceived flaw.

Step 4: Be careful with claims

Don’t promise cures or specific results. Use accurate descriptions of what a product does, and make sure the landing page matches the ad.

Rewrite examples

• Instead of: “Struggling with anxiety?” Try: “Online counselling sessions, evenings and weekends.”
• Instead of: “Lose your belly fat fast.” Try: “Small-group strength classes for beginners.”
• Instead of: “Are you in debt?” Try: “Free budgeting workshop on Thursday.”

Notice what changes. The rewrite says what you offer, when and how, and leaves the viewer’s situation unmentioned. It’s also more useful for people who aren’t in the situation you assumed.

What not to do

• Don’t try to disguise the product with unrelated images. That can break other policies.
• Don’t resubmit the same copy with only small word changes.
• Don’t use fake testimonials or invented results.