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Risky words in telehealth ads, and safer wording
Pick a vertical to see example phrases that often draw a closer review in health ads, the rule behind each one with its source, and a safer way to say it.
| Risky phrase | Why | Safer wording |
|---|---|---|
| Are you struggling with hair loss? | META_PERSONAL_ATTRIBUTESAds must not assert or imply personal attributes of the viewer, including medical conditions, mental health, age or financial status. 'You' is allowed when it does not reference a personal attribute.Source | Hair loss treatment, prescribed online by licensed providers. |
| Fix your low T this month | META_PERSONAL_ATTRIBUTESAds must not assert or imply personal attributes of the viewer, including medical conditions, mental health, age or financial status. 'You' is allowed when it does not reference a personal attribute.Source | Men's hormone care, from labs to a provider visit, online. |
| Get semaglutide online | META_RX_CERTAds promoting prescription drugs require active LegitScript certification (telehealth providers and online pharmacies) plus Meta authorization, and may only target eligible countries (US, Canada, New Zealand).Source | Medical weight loss care with a licensed provider (name drugs only if certified). |
| No prescription needed | META_RX_DISCLAIMERPrescription drug ads must include a disclaimer to consult a licensed health professional or obtain a valid prescription.Source | A licensed provider decides whether a prescription is right for you. |
| Clinically proven to work | FTC_SUBSTANTIATIONHealth benefit or safety claims need competent and reliable scientific evidence, generally randomized controlled human clinical testing. Testimonials and expert endorsements do not replace substantiation.Source | Prescribed by licensed providers after an online visit. |
| I lost 40 lbs in 8 weeks | FTC_TYPICAL_RESULTSTestimonials showing results that are not typical are likely deceptive, and 'results not typical' does not fix that. Ads should clearly disclose the results a typical consumer can expect.Source | My experience with the online intake and provider visits. |
| Same as Ozempic, for less | COMPOUNDED_EQUIVALENCECompounded drugs are not FDA approved: FDA does not review their safety, effectiveness or quality before they are marketed. Claims that a compounded product is FDA approved, generic, or the same as a branded drug are high risk.Source | A provider will explain the difference between compounded and brand-name medications. |
| Stop being embarrassed by your skin | META_SELF_PERCEPTIONWeight loss, weight gain and cosmetic ads must not contain statements of inferiority about physical appearance: terms, descriptions or questions that are negative and attack an individual's appearance, body parts or hygiene.Source | Prescription skin care, made for your skin. |
| Lose 20 pounds in 30 days | META_WEIGHT_BEFORE_AFTERMeta's Health and Wellness policy (change log entry 22 July 2026) bans close-ups that pinch fat on a body area, claims that results come from wearables alone, and clickbait such as promises of specific outcomes within a set timeframe without disclaimers or qualifiers. FTC rules on typical results still apply.Source | Medical weight care, guided by a provider. |
| Last longer in bed tonight | META_REPRO_HEALTHSexual and reproductive health ads must target 18+ and focus on health and medical efficacy, not sexual pleasure or enhancement. Prescription products also follow the Drugs and Pharmaceuticals policy.Source | ED treatment, prescribed online after a private visit. |
Built from the same 13 rules as the ad compliance checker. The phrases are examples of patterns that may draw a closer review, not a complete list. General information, not legal advice.
How it works
Banned word lists go out of date and miss context. This list is built from the same rules as the free ad compliance checker, so each phrase points to the policy behind it.
- Pick your vertical. Only the rules that apply to it are shown.
- Each row shows a phrase, the rule and its source, and a safer alternative.
- Copy the list or print it for your team or your creators.
Every example phrase is tested to trip its rule, and every alternative is tested not to.
Worked example
For GLP-1, the list includes compounded equivalence: saying a compounded drug is the same as a brand-name one is a common reason for review.
Telehealth notes
- Patterns are not the whole story. Reviewers look at the whole ad, including the image and the landing page.
- Give this list to creators with the brief so they know what not to improvise.
Questions
Is this a full list of banned words?
No. It shows common patterns. Platforms review the whole ad in context.
Where do the rules come from?
From Meta, Google and FTC pages, each linked and dated.
Can I check my own copy?
Yes. Paste it into the free ad compliance checker.
This is general information about platform policies, not legal advice.