Why Meta’s Systems Now See “Gut Health” as Sensitive Data

The Silent Shift

What Meta Just Changed (And You Didn’t Notice)

Meta’s 2025 data policy update didn’t come with a loud announcement, but it’s already changing how health brands can run ads.

If your results are slipping or your events aren’t optimizing like they used to, this is why.

Here’s what’s happening behind the scenes:

Restrictions on Data Collection

Meta is tightening what it accepts from Pixel and CAPI. It’s not just about names or emails anymore; even anonymous event data can raise red flags if it’s health-related or formatted incorrectly.

Sensitive Health Data = Stricter Rules

Data like appointment bookings, test result downloads, or even visits to pages like “/gut-health-guide” are now considered sensitive, whether or not you collect PII.

Inference, Not Just Detection

Meta doesn’t need obvious health terms to flag your data. Its systems use patterns and behaviors to infer health context. That means even if you’re trying to mask the data, Meta can still detect the journey.

If you’re in health and wellness, this matters. These invisible changes can impact targeting, optimization, and even ad delivery.

It’s no longer just about what data you send; it’s about how it’s interpreted.

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