Supplement brands can grow fast on Facebook and Instagram, but Meta reviews health ads closely. Most rejections come from the same few problems: personal-attribute wording, body-image creative, and claims the landing page cannot back up. Here is what passes, what gets rejected and how to set up campaigns that keep running.
This article is general information, not legal advice. Meta’s policies differ by country and change often, so check the current Advertising Standards before you launch.
What Meta allows
- Ads for legal dietary supplements, vitamins and wellness products, within each market’s rules.
- Lifestyle creative that shows the product in use without promising outcomes.
- Ingredient, quality, sourcing and testing messages.
- Offers, bundles and subscriptions.
What gets ads rejected
- Personal attributes: wording that implies you know something about the viewer, such as “Struggling with your weight?” or “Tired of feeling bloated?”
- Body image: before-and-after photos, close-ups of body parts, or content that makes people feel bad about their bodies.
- Unrealistic claims: “Lose 10 kg in 2 weeks”, guaranteed results or cure language.
- Unsafe or unapproved substances: products Meta lists as prohibited, including many anabolic and research compounds. Research peptides are generally not a fit for Meta ads.
- Landing page problems: pages that contradict the ad, make stronger claims than the ad, or hide business details.
Creative that passes and converts
- Talk about the product and the routine, not the viewer’s body: “Our daily greens blend, mixed in 10 seconds.”
- Use real customers and creators showing the product, with claims kept general.
- Lead with quality: third-party testing, ingredient sourcing, manufacturing standards.
- Show the offer clearly: bundles, subscriptions, free shipping thresholds.
Send us your rejected ads and landing page. We will tell you what triggered the rejection and how to rewrite it.
Get a free ad review →Landing pages for supplement ads
Meta checks where the ad sends people. Keep claims on the page in line with the ad, include clear business details and policies, and make sure the page is fast on mobile. Our ads-compliant landing page checklist covers everything reviewers look for.
Account health
- Use a verified Business Manager with consistent business details.
- Warm up new ad accounts with modest budgets and clean creative before scaling.
- Fix rejected ads rather than duplicating them. Repeated rejections lower account quality and can restrict the account.
- Use the Account Quality page to request a review when you believe a decision is wrong.
Tracking and scaling
Install the Meta Pixel and Conversions API before launch so Meta can optimise for purchases. Start with broad audiences and several creative angles, then put budget behind the ads with the best cost per purchase. Refresh creative regularly: supplement ads fatigue quickly.
Pair Meta with search
Meta builds demand; search captures it. Brands that run Google or Microsoft Search alongside Meta usually see a better overall return, because people who see the ad often search for the brand later.
