As Health And Wellness Brands Brace For Ad Restrictions On Meta, Marketers And Advertisers Seek More Transparency

Libie Motchan wants more transparency from Meta. 

Motchan, the co-founder of a direct-to-consumer orthotics brand, Fulton, that has prioritized Facebook and Instagram ads to help build its business, is trying to figure out why her brand has been flagged as part of Meta’s upcoming policy change for health and wellness brands. Communication with the platform so far has been “very opaque,” said Motchan, adding that the lack of transparency from Meta has left Fulton in the dark as to why it has been flagged and what it can do to satisfy Meta to allow the brand to continue advertising as it had been. 

In mid-November, Meta advised advertisers and agencies that it would “begin rolling out additional restrictions on certain categories of websites that are using Meta’s business tools” starting in January 2025, according to an email shared with Digiday. Those restrictions mean that some brands in the health and wellness category would no longer be able to use lower-funnel tracking data for conversions.

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