Meta Ads Compliance: Essential Rules for 2025

Meta's new ad policies for 2025 are here, and staying compliant is critical to avoid account restrictions and ad rejections. Here's what you need to know:

• Stricter Privacy Rules: Limits on data sharing, tougher pixel requirements, and mandatory classification for sensitive topics like healthcare, finance, housing, and employment.

• Ad Content Changes: Ads must avoid specific claims (e.g., "cures arthritis") and focus on general messaging (e.g., "supports joint health").

• Restricted Targeting: Special Ad Categories now prohibit exclusions based on age, gender, or ZIP codes.

• Account Protection: Enable two-factor authentication, set spending limits, and monitor access permissions to safeguard your account.

Quick Overview of Key Updates:

Why it matters: Non-compliance can lead to immediate ad rejections or account suspensions. Start aligning your campaigns now to avoid disruptions.

Meta's 2025 Ad Rule Changes: The Hidden Fixes You Need to Know

Meta Ads Policy Updates 2025

Meta's updated policies for 2025 focus on stricter privacy measures and tighter content regulations, which are particularly relevant for advertisers in sensitive industries.

Restricted Content Rules

Meta has revised its Special Ad Categories to impose stricter rules on industries like finance, healthcare, employment, and housing. Here's a quick breakdown of the updated requirements:

For healthcare advertisers, Meta now requires a shift in messaging. Instead of specific claims like "treats inflammation", ads must use broader phrases such as "supports joint health".

"While Meta's systems are designed to help ensure prohibited information is not shared via these custom events, you are responsible for the data you share and your compliance with our terms." - Meta

These rules aim to ensure advertising practices remain fair and privacy-conscious.

Privacy Requirements

Meta has also introduced stricter privacy protocols, influenced by legal actions like the FTC's settlements with BetterHelp and GoodRx in 2023. These changes reshape how advertisers handle data.

Key updates include:

• Data Collection Restrictions: Websites and apps linked to sensitive topics may face limitations in using Meta's business tools.

• Pixel Implementation: Advertisers must replace standard Meta Pixel setups with privacy-compliant versions.

• Custom Events: Custom events must be registered and cannot duplicate standard events that track sensitive data.

Meta now uses a two-tier restriction system for data processing:

If a website is misclassified, advertisers can appeal, but the process takes 3-7 days. Regularly checking your Events Manager to confirm your website's classification and submitting appeals when necessary is essential for staying compliant.

Ad Compliance Guidelines

Ad Content Rules

Meta's 2025 guidelines emphasize the importance of accuracy and transparency in advertising. Ads should present clear, evidence-backed claims. For instance, healthcare advertisers are advised to move away from specific medical claims and focus on general wellness-focused messaging.

Here’s a breakdown of approved and rejected content across different industries:

In addition to crafting compliant ads, securing your account is equally important.

Account Risk Management

Managing risks effectively is just as crucial as following content guidelines. Start by enabling two-factor authentication (2FA) for all team members with access to Business Manager. Also, set spending thresholds to prevent unauthorized ad expenditures.

Here are some essential strategies for protecting your account:

• Security Measures: Use strong passwords, conduct regular audits, and enable alerts for any suspicious activity.

• Spending Limits: Begin with modest daily budgets and set clear spending caps to avoid overspending.

• Access Control: Update Business Manager permissions regularly, and promptly revoke access for former team members.

Compliance Software

To help maintain compliance and monitor risks, several tools are available. Meta provides built-in options, but you can also enhance oversight with third-party software.

For consistent monitoring, Meta’s Events Manager is a great starting point. Use it to check your website’s classification status and promptly appeal any incorrect restrictions.

Policy Change Management

Compliance Planning

Keeping up with Meta's updated privacy and equity rules requires regular monitoring and adjustments.

Here’s how to stay on top of things:

If you're in health and wellness advertising, note that starting January 2025, 'Purchase' and 'Add to Cart' events will face restrictions. Instead, focus on optimizing for 'Landing Page Views' or 'Engagement'.

While planning is critical, having the right expertise can make a big difference.

Professional Support Options

Expert input can help you navigate these changes more effectively.

Internal Collaboration
Create a team that includes media, data, legal, and technical experts to handle compliance holistically.

External Resources
Meta's Transparency Center offers tools and information to support advertisers, including:

• Current advertising standards

• Policy research tools

• Compliance reports

• Appeal procedures

If your website is miscategorized, use the Events Manager to request a review. Providing proper documentation can speed up the process.

To keep your campaigns running smoothly under the new rules:

• Use GA4 and UTM tracking for detailed analytics.

• Invest in building strong first-party data.

• Expand your advertising efforts to platforms like TikTok for a broader reach.

Summary

Business Benefits

Following Meta's compliance rules does more than just keep your account stable - it can also lead to measurable growth. For example, Heineken achieved a 71% boost in Ad Spend ROI on Facebook and Instagram by sticking to these rules and implementing a long-term strategy.

Here are some key benefits:

"The observed long-term effect of our investment in digital platforms changed our perception of the role digital can play in our communication mix, [by demonstrating that digital makes an] important contribution to the mental availability of our brands in the long-term."

• Alberto Tucci, Head of Media and Digital for Italy and Spain at Heineken

Action Plan

You can take advantage of these benefits by using the following strategies:

• Regular Policy Reviews: Check Meta's Support Center every two weeks for updates, especially on Special Ad Categories like Finance, Employment, Housing, and Social Issues.

• Data Privacy Management: Learn from cases like the FTC settlements with BetterHelp and GoodRx. Make sure your audience data collection and usage meet Meta's updated privacy standards.

• Campaign Optimization: Focus on these performance drivers:

  • Ensure ads are shown at least twice per week to your audience.

  • Use a mix of ad formats, including videos, and broaden your targeting.

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