What does AdProof actually do?

You upload an Instagram ad image. AdProof's AI analyses it across three dimensions — predicted performance (will it drive bookings and sales?), clarity and readability (can people actually read it on their phone?), and regulatory compliance (TGA, ACCC, AANA, Meta policies). You get three scores out of 100, plus every issue highlighted directly on your ad image with a specific recommendation for how to fix it. The whole process takes under 60 seconds.

How will AdProof help me get more bookings from my ads?

AdProof analyses the specific elements that make people stop scrolling, pay attention, and take action — your hook, call to action, value proposition, image effectiveness, emotional resonance, and social proof. Most health and wellness businesses lose bookings because their ad creative has fixable problems: a weak hook, a buried call to action, or too much text. AdProof identifies these issues before you spend a dollar, so your first version is closer to your best version.

Is this legal advice?

No. AdProof provides AI-generated guidance to help you spot potential issues before publishing. It is not legal advice and does not guarantee regulatory compliance. For complex or high-stakes campaigns, consult an advertising lawyer. AdProof is designed to catch the common issues that most small businesses miss entirely — so you can save expensive legal time for genuinely complex questions.

How is this different from just running the ad and seeing what happens?

When you run an ad without checking it first, you're paying to find out what's wrong. A poorly performing ad burns your budget over days or weeks before you have enough data to know it isn't working. A rejected ad wastes your budget and delays your campaign. AdProof gives you that feedback before you spend a dollar — so you can fix your hook, sharpen your call to action, and launch an ad that's built to convert from day one. Think of it as a pre-flight check for your advertising budget.

What ad formats are supported?

Instagram static image ads in PNG, JPG, or WebP up to 10MB. Supports 1:1, 4:5, and 9:16 aspect ratios — the formats most commonly used by health and wellness businesses on Instagram. Video and carousel support is on the roadmap.

How much does it cost?

AUD $10 per ad review. No subscription, no monthly fee, no minimum commitment. All prices are in Australian dollars. Compare that to $200+ for an agency creative review or $400+ for a compliance lawyer.

Can I upload brand guidelines?

Yes. Upload your brand guidelines as a PDF and AdProof will additionally check for brand consistency — colours, typography, tone of voice, and logo usage. This is especially useful for health and wellness practices that want to maintain a professional, trustworthy brand across all their advertising.

Who is AdProof built for?

AdProof is built specifically for Australian health and wellness small businesses who advertise on Instagram — naturopaths, nutritionists, physiotherapists, chiropractors, fitness studios, beauty clinics, supplement brands, wellness coaches, medical spas, dentists, pharmacies, yoga studios, mental health practitioners, and allied health providers. If you sell health or wellness services in Australia and want your Instagram ads to actually drive bookings, enquiries, and sales, AdProof is built for you.

AdProof uses advanced vision AI to detect and assess every element in your ad against creative best practices and documented regulatory requirements. It catches the majority of common performance problems and compliance issues. Some nuanced legal interpretations still benefit from human review. We recommend AdProof as a pre-publish screen that helps you launch stronger ads and catch the obvious issues most businesses miss.

Will it work for businesses outside health and wellness?

The compliance engine is currently optimised for Australian health and wellness advertising regulations (TGA, ACCC, AANA). The performance and clarity scoring works for any industry — the principles of a strong hook, clear call to action, and readable design are universal. Support for financial services, real estate, and beauty is planned.

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Platform Policy

8 min read

26 February 2026

Meta Just Changed the Rules: How 2025 Ad Restrictions Are Crushing Health and Wellness Businesses

Meta classified health and wellness as a sensitive vertical in January 2025, stripping advertisers of conversion tracking, retargeting, and key optimisation tools. Here is what changed and how Australian businesses can adapt.

In November 2024, Meta quietly informed agencies that significant restrictions were coming for health and wellness advertisers. By January 2025, the changes were live. For thousands of Australian health businesses that depend on Instagram and Facebook advertising, the impact was immediate and painful.

What Meta Actually Changed

Meta classified health and wellness as a "sensitive vertical." This is not a minor policy tweak. It fundamentally changes how health businesses can advertise on the platform.

The key restrictions include:

Conversion tracking is severely limited. Health and wellness brands can no longer use key event tracking options like "Purchase" or "Add to Cart" for ad optimisation. The Conversions API (CAPI), which allowed businesses to send detailed customer activity data back to Meta, is now restricted.

Retargeting capabilities are gutted. The data restrictions mean you can no longer build custom audiences based on purchase behaviour or detailed website activity. The precision targeting that made Facebook and Instagram advertising viable for small businesses has been significantly diminished.

Meta reviews domains, not individual ads. Your entire website is classified, not just specific campaigns. If Meta decides your domain falls under health and wellness, every campaign you run is affected.

Who Is Affected (It Is Broader Than You Think)

Meta defines the health and wellness category broadly. It includes any business "associated with medical conditions, specific health statuses, or provider/patient relationships." That covers:

Supplements, vitamins, and natural health products. Fitness programs and workout apps. Wellness coaching and mental health services. Beauty clinics and cosmetic procedures. Physiotherapy, chiropractic, and allied health. Pharmacies and medical practices.

Businesses that do not think of themselves as health companies, such as fitness studios or wellness retreats, are finding themselves caught by the classification.

The Performance Impact Is Severe

According to Polar Analytics, many brands have experienced a 30 to 40 per cent drop in ad efficiency since the restrictions rolled out. Rising costs, weaker targeting, and limited conversion tracking are driving the decline.

Australia is already the third most expensive market for Facebook ads globally, with an average CPM of $11.04. Layer on these restrictions, and the economics of Meta advertising for health businesses become increasingly difficult to justify.

Australian digital agency Reload Media confirmed that healthcare businesses can no longer use lower-funnel optimisation events like "Purchase" or "Add to Cart" for ad delivery. Splice Marketing noted that advertisers now need to rely on broader targeting methods, which may reduce precision and lead to higher ad spend with lower return on investment.

The Content Rules Are Just as Strict

Beyond the tracking restrictions, Meta enforces strict content policies for health advertising. Breaking them leads to rejected ads, account suspensions, or permanent bans.

Prohibited claims. Ads cannot promise to cure, treat, or prevent conditions without proper certifications. Terms like "guaranteed," "instant relief," or "clinically proven" are flagged unless fully backed by evidence.

No negative self-perception. Ads must not generate negative self-perception to promote health, wellness, or cosmetic products. The classic before-and-after weight loss framing is risky.

No personal attribute assertions. Meta's Personal Attributes Policy forbids ads that assert or imply knowledge of a user's personal attributes, including medical conditions. "Struggling with back pain?" is a violation.

How to Adapt Your Strategy

The restrictions are real, but they are not the end of Meta advertising for health businesses. Adaptation is possible.

Shift to non-restricted events. Focus on "Landing Page Views," "Search," "ViewContent," or "App Install" for targeting and optimisation. These events are not restricted under the new classification.

Check your classification. Review your Events Manager for the category assigned to your website. If you believe the classification is incorrect, file an appeal. Expect a review process of 3 to 7 days.

Broaden your messaging. Focus on general wellness rather than specific medical conditions. Replace medical terminology with accessible language. Instead of "treats inflammation," try "supports joint health."

Strengthen first-party data collection. Email lists, SMS databases, and direct customer relationships are now more valuable than ever. Build these channels before you need them.

Check your ad creative before publishing. Tools like AdProof can identify potential Meta policy violations in your ad creative before you submit it, helping you avoid rejections and account suspensions that waste time and budget.

The Bigger Picture

Meta's restrictions reflect a broader regulatory trend. Platforms are tightening health advertising rules in response to privacy legislation and public pressure. Google has implemented similar restrictions. TikTok, Pinterest, and LinkedIn have their own policies.

The health businesses that will succeed are the ones that build compliant, high-quality ad creative from the start, rather than fighting platform policies after the fact.

Check your ad before you spend

AdProof analyses your ad creative for performance, clarity, and compliance issues across TGA, ACCC, AHPRA, and Meta standards. Results in under 60 seconds.

Analyse Your First Ad

Sources and References

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