Meta rejected your ad and the notice points to its health policy. Some Meta pages and older guides call it "Personal Health and Appearance," and Meta's help center now covers these rules in "About Meta's Health and Wellness advertising policy." This guide explains what the policy restricts for diet, weight loss and cosmetic products, how to find the problem and how to fix or appeal. This is general information, not legal advice.
What the rejection means
Meta's Advertising Standards say ads must not imply or try to create negative self-perception to promote diet, weight loss or other health products. The Health and Wellness policy lists the specific claims it won't allow.
- Rejected: The ad won't run until you fix it or a review overturns the decision
- Policy updated: Meta's change log shows this policy changed in July 2026, so older advice may be out of date
What triggers it
These are the restrictions in Meta's Health and Wellness policy that most often affect store ads.
- Statements of inferiority: Terms, descriptions or questions that attack someone's appearance, body parts or hygiene, in ads for weight loss, weight gain or cosmetic products
- Pinched fat: Weight loss or gain ads with a close up of a body area with pinched fat
- Wearables: Claims that results come solely from a wearable product
- Cure claims: Claims to cure listed diseases, such as diabetes, cancer or Alzheimer's. Claims about managing symptoms are allowed
- Clickbait: Exaggerated claims, or specific outcomes in a set time without disclaimers or qualifiers
- Age targeting: Dietary, weight loss and cosmetic product ads must target people 18 or older
Find the reason
Meta tells you which rule it applied.
- Email: Meta sends a notice with a link to Business Support Home
- Business Support Home: Shows the reason for the rejection
- Components: Meta suggests checking the image, video, text, targeting and landing page
Fix it step by step
Most fixes are a rewrite plus a targeting check.
- Step 1: Read the reason in Business Support Home
- Step 2: Replace negative or attacking copy with neutral statements about the product
- Step 3: Add a clear time frame to any results claim, which Meta allows for supplements when targeting adults
- Step 4: Set the audience to 18 and older if the product falls under the policy
- Step 5: Edit the ad in Ads Manager. Meta submits edited ads for review again automatically
- Step 6: If you think the rejection is wrong, select the ad in Business Support Home, click Request review, then Submit
Meta aims to decide re-reviews within 48 hours. If it rejects the ad again, you can't request another review for that ad.
Prevent it
Meta can restrict accounts for severe or repeated ad violations, and editing or deleting a rejected ad doesn't remove the violation.
- ✅ Talk about what the product does, not what is wrong with the shopper
- ✅ Qualify results and give a time frame
- ❌ Don't delete a rejected ad you plan to appeal. Meta says you may lose the ability to request a review
- ❌ Don't leave the same claim on the landing page
For the US legal side of results claims, see weight loss claims under FTC rules.
Doing this at scale
Meta reviews your landing page, so product page claims matter. ContentGuard scans product descriptions, classifies each claim as safe, risky or prohibited against the rule profile you choose, cites the governing FDA or FTC rule and proposes a rewrite you can apply in one click. It's a screening tool, not a substitute for legal review. See ContentGuard.