If you’ve ever tried running supplements ads on Meta (Facebook) or Google, you’ve probably felt the sting of that dreaded “Ad Rejected” notification. Sometimes the reason seems obvious, but other times it feels like you’ve followed every guideline only to end up with the same disappointing result.
In our view, this isn’t just bad luck or a one-off misunderstanding. The supplements industry sits in one of the most heavily scrutinised categories in online advertising. The rules are stricter, the automated systems are more suspicious, and the margin for error is razor thin.
The good news is that with the right understanding and approach, you can navigate these challenges and actually get your supplement ads approved and keep them running.
Let’s break down why these rejections happen so often, how the policies work on Meta and Google, and what you can do to build campaigns that get the green light.
Why Supplements Are Treated as a High-Risk Category
From a compliance perspective, supplement advertising falls into a “restricted” zone because it often makes claims about health, wellness, or physical changes. Even a simple statement like “supports better sleep” gets more attention from reviewers than, say, an ad for a t-shirt.
We think the biggest challenge is the fine line between acceptable wellness language and prohibited medical claims. Saying your supplement “supports immune health” might be fine. Saying it “prevents colds” is not. That single shift from a supportive statement to a preventative claim is enough to trigger a rejection.
The platforms aren’t necessarily targeting your brand personally, they’re reacting to an industry history filled with exaggerated claims, false promises, and, in some cases, unsafe products. Over time, Meta and Google have trained their automated review systems to flag anything that even remotely hints at non-compliance.
The Algorithms Don’t Know Your Intentions
One of the biggest misconceptions we see is the belief that a human reads every ad before it’s approved or rejected. In reality, most ad reviews start with algorithms scanning your text, images, and landing page for high-risk phrases.
If you’re advertising a supplement and your copy includes language like “burn fat fast,” “erase wrinkles,” or “cure joint pain,” your ad will almost certainly be flagged. And it doesn’t matter if your product is safe, your claims are backed by studies, or your customers genuinely saw results. The algorithm works off a strict database of flagged words and patterns, not your intentions.
We’ve even seen cases where the ad was fine, but the rejection came because the landing page mentioned a single health-related keyword in the product description. That’s why we believe it’s essential to review the full user journey, ad creative, headlines, captions, and every inch of the landing page, before going live.
Meta’s Rules on Supplements and Health Claims
Meta places supplements in its “restricted” category, which means you can advertise them, but only under tight conditions.
A major sticking point is the way benefits are phrased. You can suggest that your supplement “supports healthy skin,” but you can’t say “eliminates acne.” The first statement is a general wellness claim; the second is a medical promise with a measurable outcome, which is prohibited.
Another big issue is imagery. Before-and-after photos, no matter how authentic, are considered misleading by Meta’s policy team. In our experience, even subtle “improvement” visuals can lead to rejection if they imply a transformation.
Meta also doesn’t like copy that suggests dramatic personal change. Even phrases like “look younger” or “transform your health” can trigger a compliance flag. The safer option is to keep the focus on education, lifestyle, and general wellbeing.
Google’s Approach to Supplement Ad Policy
Google’s supplement ad policy is equally strict but slightly different in emphasis. While Meta focuses heavily on visual and copy implications, Google places more weight on whether your claims comply with local advertising laws.
In Australia, for example, you’ll need to make sure your marketing aligns with the Therapeutic Goods Administration (TGA) guidelines. In the US, the Food and Drug Administration (FDA) and Federal Trade Commission (FTC) have their own rules. If you try to run the same creative in multiple countries without localising it, you could easily pass in one region and be blocked in another.
We’ve also found that Google’s algorithm takes a broader look at the landing page. If your site contains exaggerated claims, vague “miracle” promises, or customer testimonials that make unverified health statements, your ads are at risk, even if your ad copy itself is compliant.
Why Trust Signals Matter in Supplement Advertising
One of the most effective ways to improve supplement advertising compliance is to build trust into every element of your marketing.
We think a compliant, trustworthy landing page should include a clear ingredient list, any relevant scientific references, and realistic disclaimers. This means including language such as “This product is not intended to diagnose, treat, cure, or prevent any disease.” While disclaimers won’t make a non-compliant claim acceptable, they do show platforms that you understand and respect advertising regulations.
Other trust boosters include a visible refund policy, professional contact information, and any third-party certifications your product has earned. All of these small details make your brand look credible both to the advertising platform and to potential customers.
The Usual Triggers for Supplement Ad Rejections
In our experience, the following are some of the most common reasons for supplement ad disapprovals:
- Promising specific, measurable results in a short time frame
- Using unverified or overly dramatic testimonials
- Including before-and-after photos
- Naming diseases or medical conditions directly
- Making exaggerated performance claims without proof
And here’s something many advertisers don’t realise: rejections can build up over time. If your account racks up too many disapprovals, the platform may start reviewing every ad you submit more aggressively. In the worst cases, your account can be blocked from advertising supplements entirely.
Improving Your Approval Rate
To improve your approval rate, the first step is to study Meta’s and Google’s ad policies, especially the sections related to health and supplements, until you understand exactly where the boundaries are.
We recommend using broad, wellness-oriented language and steering clear of anything that sounds like a medical guarantee. Educational content often performs better, both with audiences and in policy reviews. For example, an article or video explaining “how certain nutrients support energy production” is far less risky than a headline promising “double your energy in a week.”
It’s also smart to set up ad-specific landing pages that are stripped of anything risky. This way, your organic visitors can still access your full product details, while your ad traffic sees a compliance-friendly version.
Finally, if your ad is rejected, don’t just accept it as final. Submit an appeal and clearly explain how your ad meets policy standards. Sometimes automated rejections are overturned after a manual review.
The Takeaway
Advertising supplements on Meta and Google is challenging, but not impossible. The brands that thrive are the ones that adapt to the rules, avoid risky claims, and present themselves as credible, transparent businesses.
While the policies can feel restrictive, working within them doesn’t just keep your ads live, it also builds long-term trust with your audience. At the end of the day, honest, clear, and responsible marketing is what keeps customers coming back, and in the supplements industry, trust is everything.
At Overt Digital Marketing, we’ve helped brands in high-compliance industries like supplements successfully navigate Meta and Google’s strict ad policies without sacrificing performance. Because we’re a performance-focused agency, our approach goes beyond simply getting your ads approved. We work on strategy, creative, landing page optimisation, and compliance alignment so your campaigns not only pass review but also deliver measurable results. If you’re tired of wasting time and budget on ads that keep getting rejected, let’s change that. Contact us today for a free consultation and find out how we can help you get the best out of your advertising.
By Manesh Ram, Digital Marketing Specialist. Please follow @maneshram & Meta
