Meta Restricted Categories - What You Need To Know

I don't want to be alarmist... 😲 
BUT THIS IS A REALLY BIG DEAL for e-comm brands that virtually no one is talking about! (please share with a brand that may be affected ASAP!!)
I'm talking worse than ios14 for ALL BRANDS that are affected here!

Ok... let me break it down for you

First… a video if that’s how you like content…

Meta is rolling out new restrictions for brands in sensitive industries like health, wellness, finance, and politics to enhance user privacy and align with global regulations. (probably because of a lawsuit)

This will affect how brands collect and use data for advertising.

MOST IMPORTANTLY - THESE BRANDS WILL NOT BE ABLE TO USE BOTTOM OF FUNNEL EVENTS (ATC, PUR etc) to optimize for... nor will they be able to see the data!

What’s Happening?

Restricted Data Tracking

Brands will have limited access to Meta's tracking tools (e.g., Pixel, Conversions API), especially for lower-funnel events like purchases or sign-ups. (AGAIN THIS IS THE BIG DEAL I'M talking about!)


Broad Targeting Only:

Precise targeting will be replaced with broader audience options, reducing personalization.

Reclassification Risks:

Brands on the periphery (e.g., skincare, supplements, or fitness) may be miscategorized and subject to restrictions.

Who’s Affected?

Health-related brands (e.g., medical devices, supplements).
Financial services (e.g., loans, investments).
Beauty and wellness (e.g., acne treatments, weight-loss products).
Gambling, alcohol, and sexual wellness products.

Here are some examples of Brands That Will Be Directly Affected by Meta's Sensitive Industry Restrictions

Health and Wellness

A pharmaceutical company selling prescription medications.
A telehealth app offering virtual doctor consultations.
A mental health counseling service (e.g., BetterHelp).
A brand selling CBD or THC products.
A company selling weight-loss supplements.
A skincare brand targeting acne or eczema treatment (e.g., Proactiv).
A fitness app with weight-loss-specific programs.
A medical device company selling blood glucose monitors.
A chiropractic clinic advertising services.
A brand selling anti-aging treatments like Botox or fillers.

Finance

A payday loan provider.
A mortgage brokerage firm.
An investment app focusing on stocks and crypto (e.g., Robinhood).
A credit repair service.
A life insurance company targeting specific demographics.

Sexual Wellness Brands (basically anything related here!)

Gambling and Alcohol Brands

An online casino promoting slots or sports betting etc etc
A craft brewery advertising alcohol delivery services.

Here are some examples of Periphery Brands That MAY Be Affected

Health and Wellness

A wellness brand selling "joint support" supplements.
A yoga studio advertising memberships.
A juicing company focusing on "detox" benefits.
A general skincare brand emphasizing hydration and glow (e.g., Cerave).
A gym promoting personal training services.

Fitness and Lifestyle

A fitness tracker brand (e.g., Fitbit (now part of Google)).
A company selling general fitness equipment (e.g., Peloton Interactive).
An athleisure brand highlighting health benefits (e.g., lululemon).
A meal kit service with healthy eating options.

Finance

A budgeting app (e.g., Mint) with features targeting saving habits.
A general credit card comparison tool.
A cashback app or rewards program.

Sexual Wellness

A sleepwear brand subtly targeting intimate wellness.

Beauty and Wellness

A luxury spa promoting relaxation services.
A functional food brand offering general wellness claims, like “supports immunity.”

So.... What Should Brands Do?

Adjust Messaging

Avoid sensitive terms; focus on general wellness or aspirational benefits.

Leverage First-Party Data

Build owned audiences through email/SMS. (I mean you always should have been anyway lol)

Diversify Channels

Explore platforms like TikTok (TikTok Shop anyone???) , Google, and YouTube.

Prioritize Creative

Engage audiences with compelling, privacy-safe content.

Monitor Classification

Regularly check and appeal your Meta category. (this will be huuuge)

Our team at Social Commerce Club are ahead of the game on ALL OF THIS!

If your agency isn’t… it may be time to book a call with our team

Happy Friday!

Jordan West