Big changes are on the horizon for Meta advertisers in the New Year.

Foxwell Digital reports that starting in early 2025, Meta will tighten restrictions for certain categories of websites and apps using its Business Tools. The goal? To categorize data sources more strictly, limit data sharing for sensitive topics, and enforce compliance with Meta's terms.

Advertisers have already started receiving notifications outlining these updates.

What’s Changing?

Meta plans to categorize data sources (websites and apps) into topics like health & wellness, financial services, and politics. Advertisers flagged in these categories could face major restrictions, including:

• Restricted Data Sharing: Partial or complete limitations in data sharing.

• CAPI Shutdown: Meta’s Conversions API (CAPI) will stop working for restricted brands.

• Event Removal: All events from categorized websites/apps will not be shared with Meta or will be removed if sent server-side.

Meta warns these restrictions could impact your campaign performance, depending on how you are currently using standard events.

How Will You Know If You’re Affected?

Meta will notify impacted advertisers via email, Ads Manager, and Events Manager.

• Where to Check: If flagged, advertisers can find the categorization under Pixels > Manage Data Source Category in Events Manager.

• For example, if you’re in the health and wellness category, it will appear there.

If categorized, you won’t be able to run lower-funnel conversion events—anything below video views—starting in January 2025.

Got Flagged? Here’s What to Do

If you think your categorization is wrong, file an appeal immediately. Appeals take about 3–7 days, but if rejected, you’ll need to wait 30 days to try again.

If you’ve been flagged, Meta will notify you in early December 2024 with details on why. At that point, you can update your website and ad copy to address the issues and submit an appeal to lift the restrictions.

Action Plan for Ad Buyers

If your brand falls into one of Meta's categories, Foxwell Digital recommends taking the following steps:

1. Check if You're Affected

Meta’s definitions for sensitive categories include:

• Health & Wellness: Related to medical conditions, health statuses, or patient/provider relationships (e.g., a wellness tracker for depression). According to a meta rep, most health supplement brands won't be affected, unless it is a prescription or for a specific disease, etc.

• Financial Services: Involves providing financial tools, consultations/and or services, and consumer credit reports.

• Politics: Associated with political parties, positions, or topics.

• Other Topics: Content about race, religion, sexuality, gender identity, or topics violating Meta’s Community Standards.

Meta notes that this list may change over time.

2. Review Categorization in Events Manager

Make sure your data sources are categorized correctly. If miscategorized, request a review immediately.

3. Rethink Your Campaign Strategies

• Shift to upper-funnel objectives like awareness, engagement, or traffic to work around restrictions.

• Consider alternative standard events to replace restricted ones like Landing Page Views, ViewContent, or App Installs.

Read the full report

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