Documented by Meta. The steps and rules on this page come from Meta’s own documentation.
How do Meta ads work for weight loss products?
Weight-loss products can run on Meta only to people 18 or older. Ads may show how the product is used, its impact and how long noticeable results take. They cannot show pinched-fat close-ups, claim a wearable alone delivers results, attack someone's appearance or use clickbait promises of set-timeframe outcomes without qualifiers.
Meta’s Health and Wellness policy names weight-loss products directly. Meta says it does not allow ads that imply or attempt to generate negative self-perception in order to promote diet, weight loss or other health related products. Read the linked pages and ask a qualified adviser what applies where you sell.
Who can see a weight loss ad?
Meta’s policy says ads promoting or marketing dietary, health, or weight-loss or weight-gain products and services must be targeted to people at least 18 years old. Meta’s help article gives dietary supplements or pills as examples. Set the minimum age to 18 before you publish.
What can a weight loss ad show?
For adults, Meta’s help article says the ad can demonstrate use of the product or the service, the impact of use, or a clear indication of the time it takes to achieve noticeable results.
The clickbait and timeframe rules below still apply to that ad.
What can a weight loss ad not do?
| Element | What Meta says |
|---|---|
| Image | No close-up on a specific body area with pinched fat |
| Wearables | No claim that results can be achieved solely by use of wearable products |
| Copy about the body | No statements of inferiority about physical appearance: terms, descriptions or questions that are negative and attack appearance, specific body parts or hygiene |
| Tone | No clickbait: sensational language with exaggerated or extreme claims |
| Timeframes | No promises of specific outcomes within a set timeframe without disclaimers or qualifiers |
The rules apply to weight-gain products and services as well. For a cleaner way to write the copy, describe the product, how people use it and what a realistic routine looks like, and let the creative avoid the viewer’s body.
How do “time to results” and the timeframe rule fit together?
They can look like they conflict, because Meta allows “a clear indication of the time it takes to achieve noticeable results” and also bans “promises of specific outcomes within a set timeframe without disclaimers or qualifiers.”
Meta’s help article does not say how the two fit together or what counts as a disclaimer or qualifier. If you state a time, add a disclaimer or qualifier and keep the claim to what you can support.
Which unsafe substances does Meta reject?
Meta’s Drugs and Pharmaceuticals policy bans ads promoting the sale or use of illicit or recreational drugs, or other unsafe substances, products or supplements, as determined by Meta technologies. Its violating examples include “This once a day pill of human growth hormone makes losing weight easier.”
Its list of unsafe substances, which it says is not exhaustive, includes anabolic steroids, chitosan, comfrey, dehydroepiandrosterone, ephedra and human growth hormones. Check your formula against it before you spend on creative.
What should a weight loss brand check before launch?
- Confirm the audience is 18 or older.
- Remove any pinched-fat or body-part close-up from images and video.
- Strike any line that says a wearable alone produces results.
- Rewrite copy that insults or questions the viewer’s body.
- Qualify every timeframe, or remove it.
- Compare your ingredients with Meta’s unsafe-substance list.
FAQ
Can I target under-18s with a weight loss ad?
No. Meta’s policy says ads promoting or marketing dietary, health, or weight-loss or weight-gain products and services must be targeted to people at least 18 years old. Set the minimum age to 18 or higher.
Can I promise “lose 5 kg in 30 days”?
Meta bans promises of specific outcomes within a set timeframe without disclaimers or qualifiers, in a health or weight context. It allows a clear indication of the time it takes to achieve noticeable results for adults. A flat promise is the risk, so qualify it.
Can I advertise a product containing human growth hormone?
Meta’s Drugs and Pharmaceuticals policy lists human growth hormones among unsafe substances, and one of its violating example ads is a human growth hormone pill that makes losing weight easier. Meta’s alternative is to advertise products recognised as safe by industry professionals.
Sources
- Health and Wellness (Advertising Standards) (Meta, checked 2 Oct 2026)
- About Meta's Health and Wellness advertising policy (Meta, checked 2 Oct 2026)
- About Meta's Drugs and Pharmaceuticals advertising policy (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.