Keep Your Meta Ad Account Free from Restrictions

If you’re running ads in the health and wellness space, you may have faced restrictions due to Meta’s policies on Personally Identifiable Information (PII) and Protected Health Information (PHI). But with the right approach, you can ensure compliance while maintaining ad effectiveness.

Here’s how:

1. Scrub URLs and Query Parameters

Before sharing URLs with tracking tools, remove sensitive details and replace them with neutral identifiers. Instead of:
/appointments/schedule?type=cardiology
Use:
/appointments/schedule?event=123
This prevents Meta from associating your events with health-related contexts, keeping your account safe.

2. Sanitize Data Before Sharing

Use server-side tagging to filter and anonymize data before sending it to Meta. Strip out sensitive fields like condition names, patient IDs, or health-related keywords. This gives you full control over your data, ensuring that only necessary signals reach Meta’s Ad algorithms while keeping PHI out of the equation.

3. Neutralize Event and Parameter Names

Rename event names to remove health-specific terms. Instead of “schedule_fertility_consultation,” use something neutral like “event_01.” This retains optimization signals without exposing sensitive details.

4. Avoid Sharing Direct PII

Never send raw PII like emails, phone numbers, or IP addresses. Use SHA256 hashing but only with explicit user consent.

Aso, Keep PII and PHI separate in your data pipeline. Meta should only receive anonymized or aggregated data for campaign performance tracking.

5. Monitor and Audit Data Regularly

Set up automated audits to flag sensitive terms like “diagnosis” or “condition” before sending data to Meta. Using tools like CustomerLabs, you can block restricted terms in real time.

6. Get Clear Consent

Ensure users explicitly opt in before sharing their data, particularly for health-related actions. Add consent banners and customize permissions accordingly.

7. Switch to Server-Side Tracking

By collecting data through a server-side tracking solution, you gain complete control over what gets shared with Meta. This minimizes the risk of accidental PHI exposure and helps keep your ad account free from restrictions.

Other Tips:

Remove Meta pixel from your website; Alter the Landing Page content to ensure there’s no content with respect to these health terms / sensitive terms; Send the bottom funnel events and optimize the ad campaigns from the server-side.

By following these steps, you can navigate Meta’s health and wellness policies effectively. If you’re currently facing restrictions—or want to prevent them before they happen—adopting these best practices is the way forward.

For a deeper dive into this topic, check out our webinar: Watch here
Or read our detailed blog post: Read here