In 2013, one of our clients found themselves in a frustrating predicament during Breast Cancer Awareness Month. They were eager to promote their services related to breast reconstruction after mastectomy, a crucial and empowering message for women battling breast cancer. However, for the entire month of October, their ads were repeatedly rejected by Facebook Ads (now Meta Advertising).
Halfway through the month, after numerous appeals and a growing sense of desperation, we finally received a response from Facebook. The reason for the rejections? Pornography. What?! Our client wasn’t posting provocative images; they were sharing female empowerment images meant to uplift and support women who had faced a life-altering diagnosis. It wasn’t until the end of the month that we learned the real culprit: the word “breast.” Facebook’s automated systems flagged the term as inappropriate, illustrating their history of problematic—and often sexist—restrictions on social media advertising.
While we can debate the fairness of such restrictions, one thing is clear: if we want to leverage these platforms to their fullest, we must navigate their rules and restrictions effectively.
The Challenge: Navigating Meta Advertising Restrictions
You might find yourself echoing the frustrations of our client. Despite your best intentions and creative efforts to showcase your services, you discover that your ads are getting rejected or your ad account banned entirely. This scenario is all too common, and understanding the underlying reasons—and how to navigate them—can be the key to successfully promoting your practice.
The Problem: Key Content Restrictions
Don’t shoot the messenger, but we have some really bad news! Some of the most effective content for promoting medical aesthetic services often ends up being the very material that Meta Advertising restricts. To safeguard your campaigns, it’s crucial to understand the strict guidelines Meta imposes to prevent negative self-image and misinformation.
Here are some common restrictions that could lead to your ads being banned:
- Before and After Photos or Videos: Meta prohibits the use of before-and-after images in paid ads. While these visuals effectively demonstrate the transformative results of your treatments, they can lead to negative self-image perceptions, resulting in ad disapproval.
- Depictions of Needles and Surgical Procedures: Any images or videos showing needles, especially penetrating the skin, or depicting invasive procedures are strictly banned. This rule includes anything that might be considered graphic or distressing.
- Feminine Rejuvenation Restrictions: Practices offering feminine rejuvenation treatments face additional scrutiny. Meta does not allow ads that promote cosmetic results or mention improvements in sexual pleasure, categorizing such promotions as inappropriate.
- Misleading Health Claims: Ads that promise specific results or exaggerate the benefits of treatments are also forbidden. Meta aims to prevent misleading claims that could lead to disappointment or dissatisfaction.
It’s important that these restrictions mostly apply only to Meta Advertising, not to organic social media posts. So please keep posting your before and after photos and treatment videos! Just understand that you cannot boost this content without facing rejection from Meta Advertising and a potential ban from advertising altogether.
The Solution: Navigating the Meta Advertising Landscape
While the challenges may seem daunting, there are effective strategies to create compliant ads that resonate with your audience and target demographic.
Here’s how to pivot your approach and still achieve your advertising goals:
1. Focus on Lifestyle Imagery
Instead of using before-and-after photos, utilize lifestyle imagery that showcases happy, confident individuals. This approach emphasizes the emotional and psychological benefits of your services without running afoul of Meta’s restrictions.
2. Highlight Patient Testimonials
Leverage the power of storytelling by sharing patient testimonials. Personal stories from satisfied clients can illustrate the positive impact of your treatments without violating any guidelines. Use quotes or video testimonials that reflect their experiences and satisfaction.
3. Provide Educational Content
Create ads that offer valuable educational insights about your treatments. Position yourself as a thought leader in the medical aesthetics space by sharing tips, insights, and the latest trends in your field. This approach not only engages potential clients but also complies with advertising policies.
4. Promote Consultations
Use imagery and videos that depict that consultation process. When you want to promote services that are heavily restricted, such as injectables, this is a good way to showcase your providers and add a personal touch to your advertising campaigns.
5. Be Transparent and Authentic
When promoting your services, focus on transparency and authenticity. Instead of making bold promises, describe the benefits of your treatments realistically. Use disclaimers where necessary to ensure that your audience knows that results may vary.
6. Understand the Guidelines
Familiarize yourself with Meta’s advertising policies. By understanding the specifics of what is and isn’t allowed, you can avoid common pitfalls that lead to rejections. Regularly check for updates to these guidelines, as they can change over time.
7. Work With an Expert
To avoid complications related to the most restricted treatments in your practice, such as feminine rejuvenation procedures, we strongly advise working with a Meta Advertising expert who is experienced with effectively advertising these services.
Empowering Your Aesthetic Practice on Social Media
Feeling restricted or facing a ban from Meta advertising can be discouraging, but it doesn’t have to spell the end of your marketing efforts. By understanding the reasons behind these restrictions and adopting a more compliant approach, your medical aesthetics practice can still thrive.
Just as our client learned to navigate the complexities of advertising restrictions, you too can empower your practice to connect with your audience effectively. Embrace the chance to innovate and engage your community in meaningful ways. With the right strategies in place, you can successfully promote your practice on Facebook and Instagram, turning potential restrictions into stepping stones for success.
Contact us for support with your Meta Advertising campaigns for your aesthetic medical practice today!
