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Ep 480: How Meta’s New Ad Rules Impact Health & Wellness Brands with Pilothouse | AKNF
Feb 7, 2025
Taylor Cain, a Meta Ads expert at Pilothouse, dives into the recent advertising updates by Meta that significantly impact the health and wellness sector. She explains the new event tracking restrictions and how they affect ad performance for brands selling supplements and wellness products. The conversation includes practical workarounds using upper-funnel tracking and emphasizes a shift towards storytelling and lifestyle branding. The discussion also touches on the long-term implications of these changes for the entire advertising landscape.
31:04
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Quick takeaways
- Meta's new advertising restrictions are significantly affecting health and wellness brands by limiting essential tracking functionalities, impacting campaign effectiveness.
- Brands must adapt their messaging from medical claims to broader health benefits, promoting proactive health management while remaining compliant with new privacy regulations.
Deep dives
Meta's Changes to Health and Wellness Ads
Meta is implementing significant changes to how it manages health and wellness advertisements, primarily aimed at creating a safer environment for consumers on its platforms. This includes various levels of event restrictions that affect tracking and delivery, based on the sensitivity of the advertised products. For brands selling health-related products on platforms like Shopify, there could be partial restrictions leading to a loss of critical sales tracking functionalities such as ad-to-cart and purchase events. Meta's motivation appears to stem from the need to address privacy concerns while ensuring users are not overwhelmed with sensitive ads, a consideration highlighted by the evolving data regulations globally.
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