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How Meta Can Infer PHI (and How to Stay Compliant)
Beno David
February 19, 2025
Hi there,
Without fluff I am directly going to jump into the context. Are your health and wellness ad campaigns running into issues with Meta’s event restrictions? Here’s what’s happening and how to fix it:
How Meta Infers PHI (Even Without Explicit Data):
1. URLs and Query Parameters:
Structured URLs like /appointments/schedule?type=cardiology can unintentionally expose sensitive health information.
2. Event-Specific Data:
Actions such as "Schedule Appointment" or "Download Test Results" clearly indicate health-related activity.
3. Custom API Parameters:
Metadata like diagnosis_code passed via tracking APIs can inadvertently share PHI.
4. Behavioral Patterns:
Meta’s algorithms can deduce user behaviors from repeated visits to health-related pages.
5. Hashed Identifiers:
Even hashed email or phone data can connect health-related activities to user profiles.
Meta’s policies are designed to protect user privacy, but even accidental data sharing can lead to event restrictions. If your lower-funnel events are being blocked, this could be why.
Upcoming Webinar: Meta & HIPAA Compliance Made Easy
“The One Toggle Solution for the Health and Wellness Industry”
In this must-attend session, we’ll dive into:
How to scrub PHI and PII data from your events.
Ways to neutralize event names while retaining optimization signals.
Techniques to send lower-funnel events without getting blocked.
Data segmentation strategies for retargeting success.
And the best part? You’ll learn how to implement all this with just one toggle using CustomerLabs 1PD Ops.
Key Takeaway:
Meta doesn’t just look at what you share—it infers what you’re not saying. Staying compliant is crucial to keeping your campaigns live and effective. Let’s tackle this together—join the webinar to find out how.
To know more on this topic check out our previous webinars and blogs below
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