Supplement and wellness ad rules after Meta's July 2026 claims-based rewrite

Last verified against Meta's published Advertising Standards: . Meta's own change log shows this policy was last revised (previous version dated ). Platform policies change; the dates on this page tell you how fresh each claim is.

Meta rewrote its Health and Wellness advertising policy on July 22, 2026. If your supplement, weight-loss, cosmetic, or wellness ad was compliant under the old rules, some of what made it compliant no longer applies — and some of what used to be flatly banned no longer is.

This page covers Meta's Health and Wellness Advertising Standards (weight loss/gain, cosmetic products/procedures, and adult/reproductive health). It does not cover Drugs and Pharmaceuticals ads (a separate policy with its own geo-targeting and written-permission requirements), Commerce Policies, or region-specific restrictions.

What changed

In effect, the July revision shifts this policy page toward specified claim restrictions while removing several explicit depiction restrictions.

New claim restrictions. Meta added an explicit, exhaustive list of disease claims that are banned regardless of how they're depicted:

“Claims (including those from health professionals or health organizations) to cure, heal, or eliminate any of the following incurable diseases and/or terminal illnesses (exhaustive list): Diabetes, Herpes, Thyroid, Psoriasis, Ebola, Cancer, Autism, Alzheimer's, Parkinson's, Amyotrophic Lateral Sclerosis (ALS), Human immunodeficiency virus (HIV).”

— Meta, Health and Wellness Advertising Standards, current version effective July 22, 2026, retrieved August 6, 2026. The policy states this does not apply to claims about treating or managing symptoms of these conditions — only to cure/heal/eliminate claims.

Also newly banned, in the policy's own words: “Employ clickbait tactics in a health, weight loss, or weight gain context, such as sensational language with exaggerated or extreme claims, or promises of specific outcomes within a set timeframe without disclaimers or qualifiers.” And: “Claims that results can be achieved solely by using wearable products” — language absent from the December 2024 version entirely.

Old depiction restrictions were removed from this policy page. The December 26, 2024 version expressly prohibited side-by-side transformations for weight-loss products, subject to a fitness-class exception (Pilates was named specifically), and prohibited side-by-side comparisons for wrinkle and anti-aging treatments. The current Health and Wellness page contains no equivalent categorical side-by-side prohibition. It instead prohibits statements of inferiority about physical appearance and certain health or efficacy claims. That change removes an automatic restriction from this specific policy page; it does not mean every before-and-after ad is compliant.

Scope also widened. Meta added weight-gain products and services to the policy's main category, its 18+ targeting requirement, and multiple claim restrictions. This is a substantive expansion, though not every surviving reference changed with it: the prescription-drug cross-reference still mentions only weight-loss products.

The July 22 change-log entry gives no rationale for these changes.

How Check fits in

Cutsheet's Check reviews one uploaded image or video — visible text and, for video, spoken audio and on-screen text — and returns a hook/clarity/CTA/production assessment plus a verdict. It is not a dedicated Meta-policy rules engine: it doesn't run your creative against the specific claim list above, and a clean Check result is not a compliance check for this policy. What it can do: since it reads the same on-screen and spoken text a Meta reviewer would see, running your creative through it is one more pass at your ad's messaging generally — not a substitute for checking your copy against the list above directly.

The 18+ age-targeting requirement is a targeting-configuration setting, invisible to any creative-level tool. Prescription weight-loss products fall under Meta's separate Drugs and Pharmaceuticals policy, which this page doesn't cover. And as with every policy area: Meta states ads remain subject to review and re-review at any time — no tool, including this one, can promise approval.

Run your ad through a Check →

Sources