Meta recently dropped a major update, and for some brands, it feels like the sky might just be falling. Here’s the gist: Starting January 2025, certain categories of data and events will no longer be sharable through Meta Business Tools. Yes, they announced this right before Black Friday/Cyber Monday (BFCM)—a timing choice we can all agree is poor form, Meta.
What’s Changing?
Meta is restricting brands in the following categories from sharing specific data/events:
- Health & Wellness: Anything tied to medical conditions, health status, or patient-provider relationships (e.g., patient portals or wellness trackers).
- Financial Services
- Race / Religion / Gender / Sexuality / Nationality / Hardship
- Politics
What Should You Do?
Meta advises brands to:
- Review your data categories in Events Manager. Ensure the categories assigned to your data sources are accurate.
- If something looks wrong, appeal to Meta through Events Manager to have the category reviewed.
Who Will Feel This the Most?
Health & Wellness brands are poised to be the most significantly impacted, particularly those targeting specific illnesses or conditions. This aligns with HIPAA regulations, so it’s not entirely shocking—but it’s definitely disruptive.
Events on the Chopping Block
The most significant impact will be on down-funnel events—like “Purchase”—which many brands rely on for optimization. If this feels sudden, remember the FTC’s ruling on GoodRx last year, which may have paved the way for this shift.
How Will This Impact Your Ad Account?
Here’s what Meta says:
- Campaigns won’t be paused outright.
- Brands will receive email notifications and updates in Ads Manager + Events Manager.
- However, ad delivery and performance could decline over time if adjustments aren’t made.
Meta’s Recommendations for Impacted Brands
If your brand falls into one of the restricted categories, here’s what Meta recommends:
- Adjust your campaign strategy to optimize for non-restricted events like Landing Page Views, ViewContent, App Install, or Search.
- Don’t try to bypass restrictions by using custom events similar to restricted standard events—Meta has already flagged this as a no-go.
- If you believe your site or app has been miscategorized, file an appeal immediately via Events Manager.
The Good News: Solutions Are Already Here
If this all feels overwhelming, you’re not alone. At Avenue Z, we’ve been preparing for this shift. Our partnerships with Blotout and Angler AI have given us a head start, especially for clients subject to HIPAA compliance.
Here’s what Blotout is already rolling out:
- Health & Wellness Container: Designed to comply with Meta’s new guidelines, this solution allows brands to run CPA campaigns and offers lifetime support and upgrades.
- HIPAA-Compliant Container: A step further, this container includes health and wellness functionality plus complete PHI and domain obfuscation. It transforms data on the fly and includes a self-hosted HIPAA BAA certification.
Final Thoughts
Meta’s new policy is disruptive, but it’s not insurmountable. Whether you’re in health, finance, or any other affected category, the key is to act fast. Review your data, adjust your campaigns, and if necessary, partner with experts who can help navigate your social media strategy.
Need help? At Avenue Z, we work closely with partners like Blotout and Angler AI to help brands adapt seamlessly to new policies. If this update impacts you, let’s talk—because even if the sky feels like it’s falling, we’re here to help you stay grounded.
