Meta Limits Advertisers’ Access to Health Data
Meta is set to implement new advertising policies that will limit access to health-related data for certain advertisers starting in January 2025. This change follows scrutiny from the federal government regarding the sharing of sensitive health information. The updated policy will restrict advertisers’ access to specific data categories, including health and wellness, financial services, and political content. Advertisers have expressed concerns about the vagueness of these changes, especially during the busy holiday shopping season, as they could significantly impact marketing strategies.
The new policy may prevent advertisers from accessing crucial consumer data, such as online purchases and shopping cart activity. These data points are essential for advertisers using Meta’s AI-powered tools to target potential customers effectively. Marketing experts have warned that losing access to optimization tools for purchase events could have disastrous consequences for advertisers relying on Meta’s platform for their campaigns.
The definition of the “health and wellness” category is unclear, leaving advertisers uncertain about which products will be affected. For example, data linked to vitamins marketed for specific medical conditions may face additional restrictions, while those not associated with medical claims might not. Similarly, skin-care products treating conditions like acne could be restricted, whereas cosmetic procedures like Botox may not be impacted if marketed differently.
Meta has previously rolled back targeting options for advertisers, blocking certain phrases. However, the upcoming restrictions will prevent specific data from being collected altogether, raising concerns about the effectiveness of advertising campaigns. As advertisers prepare for these changes, some are considering alternative platforms to maintain their marketing efforts, highlighting the urgent need for clarity in Meta’s new policies.
