The year 2025 will bring drastic changes for advertisers and brand owners, especially in the health & wellness sector. Meta is introducing a new update - the Sensitive Ads Update 2025 - and it could fundamentally change or even complicate performance marketing in this industry. This blog post explains from an expert's perspective what it is all about, why the update is problematic and how you can prepare for it.
What is the Sensitive Ads Update?
With this update, Meta is responding to legal and regulatory developments in data protection. The aim is to regulate the handling of sensitive user data - particularly on topics such as health and wellness. These changes primarily affect advertisers in the USA, the EU and the UK.
The key messages of the update:
1. restriction or loss of conversion tracking:
Mid- and lower-funnel events such as add to cart, purchase or app events can no longer be tracked or used for campaign goals.
Pixel and server-side data transfers via the Conversion API (CAPI) are blocked.
2. restrictions for sensitive categories:
Meta classifies websites and apps into sensitive categories based on their content. Brands that are associated with health conditions, medical topics or patient data are particularly affected.
3. partial or complete restrictions:
Complete restrictions: Complete tracking and optimization of sensitive events is no longer possible.
Partial restrictions: Certain events such as Add to Cart are blocked, while others such as Landing Page Views remain allowed.
Why is this update so critical?
For D2C and e-commerce brands, performance marketing on platforms such as Meta is one of the most important channels for acquiring new customers. The restrictions mean concretely:
Flying blind in campaign management: If conversion data is no longer available, campaigns that optimize for sales can no longer be managed effectively.
Higher costs: Without targeted optimization, the costs per acquisition (CPA) increase dramatically.
Unclear definitions: As Meta does not draw clear boundaries as to what exactly is considered "Health & Wellness", brands that do not offer specific health products could also be affected.
Examples:
Food supplements that support energy or well-being.
Apps that track wellness data such as sleeping habits or fitness levels.
How do you know if your brand is affected?
1. check your classification:
In the Events Manager, you can see whether your website or app has been categorized as "Health & Wellness". You can find this under "Manage Data Source Categories".
2. watch notifications:
Meta informs affected advertisers by e-mail or directly in Ads Manager.
3. file a complaint:
If you believe that your trademark has been incorrectly categorized, you can request a review. Note that the process can take 3-7 days and a new appeal is only possible after 30 days. Contact us if you need assistance with this - we offer VIP support via our direct contacts at Meta.
Action items: How you can customize your campaigns
Note: These tips help to mitigate the effects of the update, but cannot completely solve the problem.
1. stay informed:
Contact us to receive the latest information directly from Meta. We offer you access to exclusive insights and help you to adapt your campaigns to the new circumstances.
→ Contact button
2. bet on non-restricted events:
Focus on upper funnel events such as landing page views, view content or app installs.
These events can still be used and can help to control traffic in a targeted manner.
3. customize your messaging:
Avoid medical or symptom-related terms. Instead, use more general terms, e.g:
Instead of "Treats inflammation": "Supports joint health"
Instead of "Reduces fatigue": "Boosts energy levels"
4. use third-party analytics:
Tools like Triple Whale or Northbeam can help you track and analyze bottom-of-funnel data outside of Meta.
5. rely on CRM and first-party data:
Build a strong email marketing campaign and use engagement tools such as surveys or quizzes to gain valuable user information.
6. diversify your channels:
Use additional platforms such as Google, TikTok or Pinterest to become less dependent on Meta.
Why is this happening?
Meta is under strong pressure to act in compliance with data protection regulations. Legal action and lawsuits - particularly in relation to the handling of sensitive user data - have forced the company to introduce stricter guidelines.
The aim: Meta wants to protect itself from further legal consequences and ensure that no protected user data is shared via its platforms.
Conclusion
The Sensitive Ads Update 2025 marks a turning point for performance marketing in the health & wellness sector. The restrictions are significant and require targeted adjustments to your strategy. While the above tips are important first steps, a customized solution is often crucial.
We strongly recommend that you stay up to date. Our team offers you comprehensive support to make your campaigns successful despite the new challenges.
The year 2025 will bring drastic changes for advertisers and brand owners, especially in the health & wellness sector. Meta is introducing a new update - the Sensitive Ads Update 2025 - and it could fundamentally change or even complicate performance marketing in this industry. This blog post explains from an expert's perspective what it is all about, why the update is problematic and how you can prepare for it.
What is the Sensitive Ads Update?
With this update, Meta is responding to legal and regulatory developments in data protection. The aim is to regulate the handling of sensitive user data - particularly on topics such as health and wellness. These changes primarily affect advertisers in the USA, the EU and the UK.
The key messages of the update:
1. restriction or loss of conversion tracking:
Mid- and lower-funnel events such as add to cart, purchase or app events can no longer be tracked or used for campaign goals.
Pixel and server-side data transfers via the Conversion API (CAPI) are blocked.
2. restrictions for sensitive categories:
Meta classifies websites and apps into sensitive categories based on their content. Brands that are associated with health conditions, medical topics or patient data are particularly affected.
3. partial or complete restrictions:
Complete restrictions: Complete tracking and optimization of sensitive events is no longer possible.
Partial restrictions: Certain events such as Add to Cart are blocked, while others such as Landing Page Views remain allowed.
Why is this update so critical?
For D2C and e-commerce brands, performance marketing on platforms such as Meta is one of the most important channels for acquiring new customers. The restrictions mean concretely:
Flying blind in campaign management: If conversion data is no longer available, campaigns that optimize for sales can no longer be managed effectively.
Higher costs: Without targeted optimization, the costs per acquisition (CPA) increase dramatically.
Unclear definitions: As Meta does not draw clear boundaries as to what exactly is considered "Health & Wellness", brands that do not offer specific health products could also be affected.
Examples:
Food supplements that support energy or well-being.
Apps that track wellness data such as sleeping habits or fitness levels.
How do you know if your brand is affected?
1. check your classification:
In the Events Manager, you can see whether your website or app has been categorized as "Health & Wellness". You can find this under "Manage Data Source Categories".
2. watch notifications:
Meta informs affected advertisers by e-mail or directly in Ads Manager.
3. file a complaint:
If you believe that your trademark has been incorrectly categorized, you can request a review. Note that the process can take 3-7 days and a new appeal is only possible after 30 days. Contact us if you need assistance with this - we offer VIP support via our direct contacts at Meta.
Action items: How you can customize your campaigns
Note: These tips help to mitigate the effects of the update, but cannot completely solve the problem.
1. stay informed:
Contact us to receive the latest information directly from Meta. We offer you access to exclusive insights and help you to adapt your campaigns to the new circumstances.
→ Contact button
2. bet on non-restricted events:
Focus on upper funnel events such as landing page views, view content or app installs.
These events can still be used and can help to control traffic in a targeted manner.
3. customize your messaging:
Avoid medical or symptom-related terms. Instead, use more general terms, e.g:
Instead of "Treats inflammation": "Supports joint health"
Instead of "Reduces fatigue": "Boosts energy levels"
4. use third-party analytics:
Tools like Triple Whale or Northbeam can help you track and analyze bottom-of-funnel data outside of Meta.
5. rely on CRM and first-party data:
Build a strong email marketing campaign and use engagement tools such as surveys or quizzes to gain valuable user information.
6. diversify your channels:
Use additional platforms such as Google, TikTok or Pinterest to become less dependent on Meta.
Why is this happening?
Meta is under strong pressure to act in compliance with data protection regulations. Legal action and lawsuits - particularly in relation to the handling of sensitive user data - have forced the company to introduce stricter guidelines.
The aim: Meta wants to protect itself from further legal consequences and ensure that no protected user data is shared via its platforms.
Conclusion
The Sensitive Ads Update 2025 marks a turning point for performance marketing in the health & wellness sector. The restrictions are significant and require targeted adjustments to your strategy. While the above tips are important first steps, a customized solution is often crucial.
We strongly recommend that you stay up to date. Our team offers you comprehensive support to make your campaigns successful despite the new challenges.
About the author
Mathis Limmeroth
As Head of Meta Performance Marketing, he has specialized in Facebook Ads and made it his hobbyhorse.
Rock your online store content!
Better rankings & more sales through perfect content for your target group
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