Meta ad rejected · Adult Products and Reproductive Health
Why was my Meta sexual wellness ad rejected?
Meta allows sexual and reproductive health ads, such as condoms, contraception, fertility services and erectile dysfunction products, but only when they focus on health rather than pleasure and target people 18 or older; sex toys, erotic products and adult services are not allowed. Refocus the ad on health, set the age to 18+, and check the images.
What usually triggers it
- Promoting sexual arousal products that focus on pleasure or enhancement, such as sex toys and erotic products.“Buy our sex toys for your adult pleasure.” (Meta’s own example)
- A health product whose ad focuses on pleasure or satisfaction instead of health.“Condoms, sex tips and more. Pleasure guaranteed!” (Meta’s own example)
- Promoting adult services or venues, such as strip clubs, cabarets, adult cinemas, or tantric and orgasmic therapy.“Book a tantric retreat for couples.”
- An audience that includes people under 18 for sexual or reproductive health products and services.“A contraception ad targeted to ages 16 and up.”
- Images or video with nudity, near-nudity covered by a digital overlay, sexual gestures or sexually suggestive activity. Ads also can't discuss sexual practices or experiences.“A lubricant ad showing a couple in a suggestive pose.”
- Copy that says or implies the viewer has a sexual health condition, which also breaks the Personal Attributes policy.“Do you suffer from erectile dysfunction?”
- Promoting a prescription sexual or reproductive health drug without authorization under the Drugs and Pharmaceuticals policy.“ED pills shipped tonight, no doctor needed.”
How to fix the ad
- Check the product is on Meta's allowed list: products for sexual or reproductive health issues, contraception including condoms, lube and pheromones, reproductive health apps, and family planning services such as IVF.
- Lead with health and medical efficacy. Remove pleasure, performance and satisfaction promises.
- Set the minimum age to 18. Meta exempts menstruation tracking apps, health-focused sex education, family planning information, women's hygiene products, and lingerie, swimwear or underwear that meets the nudity rules.
- Check every image and frame. No nudity or near-nudity, no sexual gestures or suggestive activity, and no audio of sexual activity.
- Talk about the product, not the viewer. Name the condition the product addresses without saying the viewer has it.
- If the product needs a prescription, follow Meta's prescription drug rules as well. See our prescription drugs guide.
Risky wording, and safer wording
Illustrative examples to show the difference. Always check the full ad, image and landing page too.
| Risky | Safer |
|---|---|
| Condoms, sex tips and more. Pleasure guaranteed! | Practice safe sex with our brand of condoms. (18+ audience) |
| Do you suffer from ED? | ED can be optional, take back your sex life. (Meta's allowed example, 18+ audience) |
| The lube that makes every night unforgettable | Water-based lubricant, pH-balanced and fragrance-free. (18+ audience) |
| Struggling to get pregnant? | A fertility awareness app with cycle and ovulation tracking. (18+ audience) |
| Menopause killing your sex drive? | Menopause care: online appointments with women's health specialists. (18+ audience) |
If your ad is already rejected
- Read the reason in Meta Business Support Home. Check whether it is the product itself, the pleasure focus, the age setting, or the image.
- If the product is a sex toy, erotic product or adult service, no rewording will make it allowed. Do not resubmit it.
- For allowed products, fix the copy, image and age setting, then edit the ad 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 you believe the ad was compliant, 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 disguise an adult product as a wellness product, or use coded words or images, to get past review. 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 advertise sex toys on Facebook or Instagram?
No. Meta does not allow ads for sexual arousal products that focus on pleasure or enhancement, and it names sex toys and erotic products as examples.
Are condoms and lubricant ads allowed?
Yes. Meta allows contraceptive products, including condoms, and lube and pheromones, as long as the ad focuses on health rather than pleasure and targets people 18 or older.
Can I advertise erectile dysfunction or menopause products?
Yes, to people 18 or older, with the focus on health. If the product needs a prescription, you also need authorization under Meta's prescription drug rules.
Do period tracking apps need 18+ targeting?
No. Meta exempts women's reproductive health products such as menstruation tracking health apps from the age rule. Ovulation and pregnancy trackers are on the list of products that need 18+.
Can fertility and IVF clinics advertise?
Yes. Meta allows family planning clinics, IVF and other artificial insemination procedures, and fertility awareness, with 18+ targeting.
Are lingerie ads treated as adult products?
No. Lingerie, swimwear and underwear are exempt from this age rule if they meet the nudity policy. Images focused on body parts, revealing clothing or suggestive poses should still target people over 18.
Meta's official pages
- Health and Wellness (Meta Transparency Center)
- About Meta's Health and Wellness advertising policy (Meta Business Help Center)
- Adult Nudity and Sexual Activity (Meta Transparency Center)
- Adult Sexual Solicitation and Sexually Explicit Language (Meta Transparency Center)
- Privacy Violations and Personal Attributes (Meta Transparency Center)
Ad Account Shield is an independent tool. It is not affiliated with, endorsed by or sponsored by Meta.
Related guides
- Prescription drugs, telehealthPrescription drug and GLP-1 ads need Meta authorization, eligible countries and 18+.
- Personal AttributesWhy “you” copy about a viewer’s health, age, finances or identity gets Meta ads rejected, and how to rewrite it.
- Cosmetic procedure adsCosmetic surgery and injectables need 18+ targeting and no attacks on appearance.