Meta ad rejected · Health and Wellness
Why was my Meta cosmetic procedure ad rejected?
Meta allows ads for cosmetic procedures, injectables and surgery, including before-and-after transformations, but only when targeted to people 18 or older. Rejections usually come from younger targeting, copy that attacks someone's appearance, permanent skin-lightening, or promised results in a set time with no qualifier, so fix those, then edit the ad or request another review.
What usually triggers it
- An audience that includes people under 18. Meta requires 18+ targeting for cosmetic products, procedures and surgeries.“A lip filler offer targeted to ages 16 and up.”
- Statements of inferiority: terms, descriptions or questions that are negative and attack someone's appearance, body parts or hygiene.“Embarrassed by your ugly nose?”
- Promoting skin whitening or bleaching that permanently changes skin colour.“Permanent skin lightening in three sessions.”
- Clickbait in a health context: sensational or extreme claims, or a promised result within a set time without disclaimers or qualifiers.“Look 10 years younger in one appointment, guaranteed.”
- Copy that implies you know the viewer's age or a medical condition, which also breaks the Personal Attributes policy.“Turning 50? Your wrinkles are showing.”
- Promoting genital procedures focused on sexual pleasure, such as G-spot augmentation or male genitalia enlargement.“G-spot shots for better sex.”
How to fix the ad
- Set the minimum age to 18 for procedures, surgeries, injectables and cosmetic products. Meta exempts non-permanent cosmetic and beauty products, such as creams, makeup and hair products, plus dental products such as teeth whitening.
- Describe the procedure, the practitioner, the process and recovery. Remove any wording that attacks how someone looks.
- Before-and-after transformations are allowed for 18+ audiences under the current Health and Wellness policy. Keep the caption neutral and see our before-and-after guide for the details.
- Qualify results and timing. Avoid promising a specific outcome in a set time without a disclaimer.
- Keep “you” and “your” away from age or body attributes. Meta allows “Our new lotion and creams fight wrinkles like never before!” but not copy that implies it knows the viewer's age.
- Check the landing page against the same rules. Meta's review can include the page your ad links to.
Risky wording, and safer wording
Illustrative examples to show the difference. Always check the full ad, image and landing page too.
| Risky | Safer |
|---|---|
| Hate your saggy eyelids? | Eyelid surgery (blepharoplasty) with consultations at our clinic. |
| Lose your double chin in one session, guaranteed | Chin-contouring treatment. Book a consultation to discuss expected results and recovery. |
| Permanent skin lightening injections | Chemical peels for uneven skin texture, after a skin consultation. |
| Turning 40? Time to fix those wrinkles. | Anti-wrinkle injections at our clinic, with a free consultation. |
| Before-and-after photo captioned “Fix your ugly nose” | The same photo captioned “Rhinoplasty results from our clinic, six months after surgery.” (18+ audience) |
If your ad is already rejected
- Read the reason in Meta Business Support Home and check the age setting first. Then check the copy, image text and landing page for wording that attacks appearance.
- Fix the ad and edit it in Meta Ads Manager so it is reviewed again. Avoid deleting it if you might want a review, because a deleted ad may lose that option.
- If the ad was rejected for a before-and-after image you believe is now allowed, check it targets 18+ and has no negative wording, then request another review in Business Support Home. Meta aims to decide within 48 hours, and if it is rejected again you cannot request another review for that ad.
- Do not re-upload the same creative from another ad account or with altered spellings to get through. Meta prohibits evading its enforcement, and repeated violations can restrict the account.
Check your next ad before you upload it
Paste the copy and add the image or video. The free checker scores the rejection risk, points to the exact words at fault and the Meta policy behind each one, and suggests a safer version. It estimates risk; it isn't a decision from Meta.
Likely to be rejected. Fix the flagged lines before you upload.
This supplement ad combines a personal-attribute callout, a specific weight-loss result, guaranteed results, clickbait and a URL shortener, so it is very likely to be rejected.
Are you struggling with belly fat? Our gummies helped Maria lose 12 kg in 3 weeks!!! See the before and after pics. Doctors hate this one trick.
GUARANTEED RESULTS
https://bit.ly/slim-offer
6 issues found · tap a highlight to jump to it
“Are you struggling with belly fat?” · primary text
The ad asserts a personal characteristic about the viewer by addressing them directly about a body condition.
Fix: Our gummies are designed to support a healthy metabolism.
“helped Maria lose 12 kg in 3 weeks!!!” · primary text
A specific weight-loss amount within a short timeframe is an exaggerated, unrealistic result, and supplement ads must target 18+.
Fix: Remove the specific result; use a general statement such as 'Part of a balanced routine for healthy weight management.'
“GUARANTEED RESULTS” · headline
Guaranteed results are a prohibited claim for health and weight-loss products.
Fix: Use 'Start your wellness routine today' or remove the claim entirely.
“Doctors hate this one trick.” · primary text
This is classic clickbait, and the triple exclamation marks add to the sensational tone.
Fix: Replace with 'Learn how our gummies fit into a healthy routine.'
“See the before and after pics.” · primary text
Before-and-after comparisons for weight loss are high risk and draw rejection.
Fix: Remove the before-and-after reference and focus on the product's ingredients.
“https://bit.ly/slim-offer” · landing page
URL shorteners hide the true destination and are high risk, and can lead to account-level enforcement.
Fix: Use the full, direct landing page URL on the brand's own domain.
Safer version
Are you struggling with belly fat? Our gummies helped Maria lose 12 kg in 3 weeks!!! See the before and after pics. Doctors hate this one trick.
GUARANTEED RESULTS
Meet our gummies, designed to support a healthy metabolism. Easy to add to your day and made to fit into a balanced routine for healthy weight management. Learn how they fit into a healthy routine.
Start your wellness routine today
Also change: Link: replace the bit.ly shortener with the full, direct URL on your own brand domain, and make sure the landing page has no before-and-after photos, guaranteed-result claims or specific weight-loss numbers. Creative: remove any before-and-after images and any overlay text about kilos lost. Show the product or lifestyle shots instead, with overlay text like "Support your healthy routine". Set ad targeting to 18+.
Questions
Can I show before-and-after photos for cosmetic procedures?
Yes, if the ad targets people 18 or older. Meta's current Health and Wellness policy allows cosmetic products, procedures and surgeries depicting before and after transformations, as long as the ad avoids statements that attack appearance.
What changed in Meta's July 2026 Health and Wellness update?
Meta's change log shows a 22 July 2026 update. The previous rule against side-by-side comparisons for wrinkle treatments such as Botox and fillers no longer appears, and the broader negative self-perception wording was replaced by a ban on statements of inferiority about appearance.
Can I advertise Botox, fillers or other injectables?
Yes, to people 18 or older. Meta lists dermal fillers, injectable treatments, chemical peels, micro-needling and laser treatments among the cosmetic procedures allowed with 18+ targeting.
Do makeup and skincare ads need 18+ targeting?
Not usually. Meta exempts non-permanent cosmetic and beauty products such as creams, makeup and hair products, as well as dental products such as teeth whitening.
Are labiaplasty or other intimate procedures allowed?
Labiaplasty is on Meta's list of cosmetic procedures allowed for 18+ audiences. Genital procedures focused on sexual pleasure, such as G-spot augmentation, are not allowed.
Can I advertise skin-lightening products?
Not if they cause permanent skin colour change. Meta prohibits ads for skin whitening or bleaching products that do this.
Meta's official pages
- Health and Wellness (Meta Transparency Center)
- About Meta's Health and Wellness advertising policy (Meta Business Help Center)
- Privacy Violations and Personal Attributes (Meta Transparency Center)
- How to troubleshoot a rejected ad (Meta Business Help Center)
- Introduction to the Advertising Standards (Meta Transparency Center)
Ad Account Shield is an independent tool. It is not affiliated with, endorsed by or sponsored by Meta.
Related guides
- Before-and-after photosWhen Meta allows before-and-after photos in weight loss, cosmetic and skincare ads, and what gets them rejected.
- Personal AttributesWhy “you” copy about a viewer’s health, age, finances or identity gets Meta ads rejected, and how to rewrite it.
- Sexual wellness adsSexual health ads must focus on health, not pleasure, and target 18+.