Meta rewrote its Health and Wellness ad standard on 22 July 2026. What changed, what is still banned, and what peptide and supplement brands should test now.
Quick answer: yes, health and wellness brands can still run Meta ads, and since 22 July 2026 the rules are in some ways less restrictive. Meta rewrote its Health and Wellness advertising standard so that enforcement focuses on specific prohibited claims rather than whole formats. Side-by-side comparisons for weight loss and anti-ageing treatments are no longer listed as prohibited, but dietary, health, weight and cosmetic ads must still target people aged 18 or older, and claims such as curing incurable diseases, pinched-fat close-ups and time-bound promises without qualifiers are still banned.
This article explains what changed, what didn't, and what peptide and supplement brands should do about it. We've based it on the policy text and change log in Meta's Transparency Centre, so check there for the current wording before you brief new creative.
Comparing the version in force from December 2024 with the current text, the main differences are:
| Area | Before 22 July 2026 | Now |
| Side-by-side and before-and-after imagery | Prohibited for weight loss transformations and for wrinkle and anti-ageing treatments such as injectables and fillers | No longer on the prohibited list. Cosmetic before-and-after content is allowed with 18+ targeting, as long as the ad avoids prohibited claims |
| Body image language | Ads could not imply negative self-perception or suggest a "perfect" body | Narrowed to a ban on statements of inferiority that attack someone's appearance, body parts or hygiene |
| Enforcement focus | Format and product-led rules | Claim-led: what the ad says matters most |
| Age targeting | 18+ for dietary, health, weight and cosmetic products | Unchanged: still 18+ |
The current standard still says ads can't:
Prescription weight loss products also fall under Meta's separate Drugs and Pharmaceuticals policy, with its own geo-targeting and written permission requirements.
The update helps cosmetic and supplement brands more than anyone else:
One thing the update does not change is tracking. If Meta has put your pixel or dataset in its health and wellness data source category, your conversion signals can still be limited even when every ad is approved. Read whether Meta's health and wellness category can be removed for that side of the problem.
This is the approach we used for a collagen peptide brand whose Meta account had been frequently disapproved: product-first, claim-safe creative and a cleaner account structure took monthly conversion value from $6,200 to $55,900 in six months at 3.4x ROAS.
Yes. Dietary, health, weight and cosmetic products can be advertised to people aged 18 or older, as long as ads avoid the claims Meta prohibits.
Since the 22 July 2026 update, side-by-side comparisons are no longer on the prohibited list for weight loss and anti-ageing, and cosmetic before-and-after content is allowed with 18+ targeting. Copy that attacks appearance, pinched-fat close-ups and unqualified time-bound promises are still prohibited.
No. The advertising standard and the health and wellness data source category are separate systems, so tracking limits can still apply.
According to Meta's current policy text, yes, for dietary, health and weight products. General food and protein products, general well-being products and non-permanent cosmetics are exempt from the age requirement.
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