Meta's Personal Attributes policy is behind many rejected health ads. Here's what it bans, with rewrites that keep the message and pass review.
Quick answer: Meta's Personal Attributes policy bans ads that assert or imply something personal about the person seeing them, including their physical or mental health and medical conditions. "Do you have diabetes?" and "Depression getting you down?" are Meta's own examples of what's not allowed. Ads should talk about the product and its benefits, not about the viewer. For health, supplement and peptide brands, this one policy explains a large share of rejected ads.
According to Meta's Advertising Standards, ads can't assert or imply a person's:
Meta's health examples of copy that isn't allowed include "Do you have diabetes?", "Depression getting you down? Get help now." and "New diabetes treatment available". On the allowed side, Meta's example is product-focused: "Our new lotion and creams fight wrinkles like never before!"
Rejected copy almost always does one of three things:
The fix is to move the subject from the viewer to the product, the routine or the outcome in general terms.
| Likely rejected | Safer rewrite |
| Struggling with joint pain? Try our collagen. | Collagen peptides for an active routine. Third-party tested. |
| Tired all the time? You need this. | A daily blend built around B vitamins and magnesium. |
| Your skin is ageing faster than you think. | Peptide serum for smoother-looking skin. |
| Overweight? Our clinic can help. | Physician-led weight management programmes. Book a consultation. |
| Do you have low testosterone? | Hormone health assessments with licensed clinicians. |
The rewrites still need to meet Meta's Health and Wellness standard, which requires 18+ targeting for dietary, health and weight products and bans claims such as curing listed diseases. See our breakdown of Meta's July 2026 health and wellness update. Prescription treatments also fall under Meta's Drugs and Pharmaceuticals policy.
Personal Attributes applies to everything in the ad. Watch for:
Read each line of the ad and ask: does this line say or suggest something about the person reading it? If yes, rewrite it to describe the product, the ingredients, the service or the experience instead. Then check it against the claims Meta's health policy bans.
We used this approach to stabilise a collagen peptide brand whose Meta account had been frequently disapproved, taking monthly conversion value from $6,200 to $55,900 in six months at 3.4x ROAS.
It stops ads from asserting or implying personal attributes of the people who see them, including physical or mental health and medical conditions, age, race, religion, sexual orientation and financial status.
Personal Attributes is about implying the viewer has the condition. Ads that ask the viewer about a condition or say they have one are the problem. Product-focused and benefit-focused copy is the safer route, and other health policies still apply.
Not by itself. It breaks the policy when "you" is combined with a personal attribute, such as "do you have diabetes" or "your depression".
Fix the wording, check the landing page, then request another review. Our guide to fixing Meta ads rejected for health and wellness walks through the process.
Send us your current ads. We'll flag every Personal Attributes and health policy risk and give you compliant rewrites.
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