What happened to health and wellness?
There is fear about the restrictions placed on advertisers in the health and wellness industry. It does sound like it could be bad.
Let’s try to separate fact from fiction (or at least speculation)…
source
There is a lot of speculation, but not much confirmed facts from official Meta sources. So I wanted to put together the gist of what I think we know so far.
Here’s a quote an advertising rep shared in my private community:
Of course, sales reps have been known to be misled before (in fact, often). We should take their words seriously, but not take them as gospel.
Many agencies have heard similar stories from their representatives. Haus’ LinkedIn post has a similar timeline.
Finally, there are some official help pages that give us a glimpse into all of this (just without the details that others have shared).
understand it
Now let’s summarize what I think we know so far…
New restrictions on certain health and wellness brands will come into effect in January. This applies to data sources related to:
- medical conditions
- health status
- Provider and Patient Relationship
This applies to you if you pass these types of data through Pixel or API.
I’ve seen a lot of speculation that the restrictions are for a broader group of companies, but I haven’t seen official confirmation of this. When dealing with sensitive health data, it makes more sense to apply restrictions on the data source.
The scope of Meta’s restrictions will vary depending on the situation, including:
Some health and wellness brands may face significant restrictions on data sharing. They may not even be able to track conversion events at the bottom of the funnel.
How to prepare
This all sounds scary, but it’s not clear yet. Be prepared as best you can, but I doubt this will be as widely available as many expect.
Therefore, keep an eye on alerts from Meta and check that you have assigned the data source category in the Event Manager (under the Settings tab).
If you see anything here, it will be the first sign that you may be facing limitations.
