Before-and-after imagery rules for health ads (Meta)
By Spear Systems · 2 min read ·
Before-and-after imagery is the biggest single rejection trigger in health advertising. Meta’s Health and Wellness policy draws the line by depiction, not by product: the same supplement can run or fail depending on the image.
Prohibited depictions
- Close-ups on a specific body area by pinching fat.
- Statements of inferiority — terms, descriptions, or questions that attack the viewer’s appearance, body parts, or hygiene. (This overlaps the personal-attributes rule.)
- Claims results come solely from a wearable product.
- Skin whitening or bleaching products causing permanent color change.
What can run (18+ targeting)
When targeted to 18+, ads may illustrate people using a dietary/weight product or service and its impact — provided they clearly indicate the time taken to achieve noticeable results. General cosmetic products and procedures may depict before-and-after transformation under the same age gate. Prescription weight-loss products fall under the separate Drugs and Pharmaceuticals policy with geo-targeting and permission requirements.
The practical test
Before submitting: does the image invite the viewer to feel bad about a body part, or does it show a product in use with a stated timeframe? The first fails; the second can pass. Then confirm the landing page doesn’t escalate — page mismatches reject compliant imagery. Overview: health ads hub.
Sources
- Meta Transparency Center, Health and Wellness policy (changelog Jul 22, 2026; accessed 2026-09-24)