🧠 New Meta Update for Health/Wellness Brands.

Welcome back to the 63rd edition of Nord Media

Before we get started, is there anything specific you want to learn about? Let me know, as always, I appreciate all of you who reply each week and share feedback with me.

Now let’s get to it:

The advertising world is no stranger to change. 

But Meta’s latest move will no doubt ruffle some feathers in the supplement space.  

Specifically, it’s going to completely change how health and wellness brands approach their ad campaigns.

Because starting January 2025 -

Meta will implement new restrictions on how health-related data is used for ad targeting and campaign optimization. 

So for businesses and marketers who rely on Meta to convert and connect with their audience…

These changes will be a BIG wake-up call.

Today, we’ll break down:

What’s changing…

Why it’s happening…

And most importantly…

How you can hold onto your marketing edge in the health and wellness sector despite all the chaos. 

Let’s get into it.

What’s Changing?

Meta’s upcoming policies focus on tightening the use of health-related data and increasing user privacy. 

These restrictions come in response to growing scrutiny over data privacy and regulatory requirements worldwide. 

Here’s a closer look at the changes:

1. Limits on Health Data Usage:

Meta will no longer allow advertisers to target audiences based on sensitive health-related data.

This includes personal information related to medical conditions, treatments, and even wellness interests like fitness programs or diets.

2. Restrictions on Engagement Optimization:

Campaigns optimized for “engagement”—which focus on actions like likes, shares, and comments—will face stricter regulations. 

These campaigns often rely on detailed audience insights, making the restrictions a challenge for niche targeting in health and wellness.

3. Increased Privacy Enforcement:

As part of Meta’s commitment to align with global privacy laws, the platform will enhance safeguards around user data. 

This means a shift away from reliance on third-party data for ad targeting.

These changes are designed to improve trust and transparency with users, but they also mean marketers will need to rethink how they approach their campaigns.

Why Is Meta Making These Changes?

The health and wellness industry is a unique space - 
One where sensitive information like medical histories or wellness goals often intersects with advertising. 

Meta’s decision to tighten data restrictions is driven by several key factors:

• Privacy Regulations: Governments worldwide are implementing stricter data privacy laws, like the GDPR in Europe and CCPA in California. Meta’s updates are a proactive step to comply with these frameworks.
  

• User Trust: In an era of growing skepticism around data collection, Meta aims to rebuild trust with its audience by demonstrating a commitment to user privacy.
  

• Ethical Advertising: By reducing the use of sensitive health data, Meta is also addressing ethical concerns about exploiting vulnerabilities for profit.

While these motivations are well-intentioned, they create real challenges for advertisers who’ve come to rely on Meta’s granular targeting capabilities. 

So, how can you prepare.

How to Prepare for the Transition

Adapting to these changes WILL require a strategic adjustment and a proactive approach. 

Here are the steps you should take:

1. Audit Your Current Campaigns

• Review all existing campaigns to identify where health-related data or interest categories are being used. Pay special attention to campaigns that depend on “engagement” as an objective.

• Flag campaigns that might be at risk under the new guidelines and prioritize them for redesign.

2. Build a First-Party Data Strategy

• With third-party data becoming less accessible, first-party data—information collected directly from your audience—is more important than ever.

• Make sure your data collection is robust and privacy-compliant. Focus on growing your email lists, capturing customer preferences, and leveraging loyalty programs.

3. Shift to Contextual Advertising

• Contextual advertising serves ads based on the content users are engaging with, rather than their personal data. This approach aligns with Meta’s updated policies and can still deliver strong results.
  

4. Expand Your Testing Framework

• Experiment with new campaign objectives that comply with Meta’s updated guidelines. For example, focus on traffic or conversion optimization instead of engagement.

• Test different messaging, creative approaches, and audience segments to find what works best within the new constraints.

5. Educate Your Team

• Ensure that your marketing and compliance teams are well-versed in the upcoming changes. This includes understanding the restrictions and identifying compliant strategies.

• Consider training sessions or workshops to prepare your team for the new landscape.

Adjusting Your Strategy 

Meta’s restrictions don’t mean the end of effective advertising for health and wellness brands. 

Instead, they’re a call to adapt and innovate. 

Here’s are 2 easy ways to stay ahead of the curve with your advertising:

~ Invest in High-Quality Organic Content

Organic content is now more useful than ever.

Blogs, social media posts, and video content can all be used to engage your audience…

Without relying on paid ads. 

Share customer success stories, educational content, and behind-the-scenes insights to build trust and loyalty.

~ Diversify Your Ad Spend:

Platforms like TikTok, Google Ads, and LinkedIn might offer more flexibility for health and wellness advertising. 

Exploring other options gives you a pillow to fall back on and decreases the fundamental risk of over relying on Meta.

Closing Thoughts

Meta’s 2025 health data restrictions mark a historical shift for health & wellness brands -

But it also can be looked at as a blessing in disguise, as many brands will have the opportunity to rethink and refine their marketing strategies.

By focusing on:

First-party data…

Investing in contextual advertising…

And diversifying your efforts…

You’ll be able to continue to connecting with your audience and driving results, regardless of any new updates that may come in the future. 

And remember:

Failure to plan is planning to fail.  

The key to success in ANY evolving industry is preparation. 

Start auditing your campaigns and experimenting with new strategies today to stay ahead of the curve.

It’s all in your hands.

Go make it happen 🫡

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Sincerely,
Kody