Health Ad Compliance Glossary

Advertiser verification

A set of tasks, such as answering questions about the organization and submitting documents, that Google requires an advertiser to complete, during which some ads may be restricted and, in some cases, the account paused.

The page, in its own words

“In some cases, Google Ads will pause your account until you complete advertiser verification.”

Advertiser verification, Google Ads. https://support.google.com/adspolicy/answer/9703665. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

“The amount and types of tasks will depend on your account, billing set-up, and other factors.”

Advertiser verification, Google Ads. https://support.google.com/adspolicy/answer/9703665. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The page lists reasons an account is selected, among them running ads in certain industries, ad content labeled as potentially suspicious, and a suspension whose appeal requires verification; it lists suspected policy violations separately, among the reasons an account can be paused during verification. It says notice comes in the account or by email with a deadline. We infer: the account's own task list is the thing to read.

Advertiser-curated audiences

Google's name for audiences built from an advertiser's own data, such as customer match, your data segments, audience expansion and lookalike segments, which cannot be used when promoting a sensitive interest category such as health.

The page, in its own words

“Advertisers promoting products and services that fall within sensitive interest categories are unable to use advertiser-curated audiences.”

Restricted targeting in Personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/143465. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

“Because predefined Google audiences are expressly configured without sensitive user signals, all advertisers are allowed to use them, even if they promote sensitive interest categories.”

Restricted targeting in Personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/143465. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

An advertiser in a sensitive interest category cannot use customer match, your data segments, audience expansion or lookalike segments, which the page lists as advertiser-curated, and can use the predefined audiences it lists: in-market, affinity, demographics and detailed demographics with exceptions, life events, location targeting and custom segments with a footnote. The page notes that Discovery and Demand Gen campaigns use advertiser-curated audiences by default.

Certification (healthcare)

Google's approval, applied for per account and per location, that lets a business in a restricted healthcare category such as online pharmacy, addiction services, telemedicine, health insurance or pharmaceutical manufacturer serve ads.

The page, in its own words

“Before applying, identify the specific type of healthcare certification required based on the services or products you advertise (for example, Online Pharmacy, Addiction Services, Telemedicine, Health Insurance, or Pharmaceutical manufacturer).”

Prescription drug services, Google Ads. https://support.google.com/adspolicy/answer/15598647. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“Fill out the Google Ads online application form. Make sure applications are made at the child account level, not the MCC (Manager Account) level.”

Prescription drug services, Google Ads. https://support.google.com/adspolicy/answer/15598647. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

The page says to apply at the child account rather than the manager account, that some certifications need third-party accreditation first (it names LegitScript, NABP and G2), and not to apply for a category that does not match your business model.

Egregious violation

Google's label for a violation it treats as unlawful or seriously harmful, under which, on the unauthorized pharmacies page, accounts are suspended on detection without prior warning, unlike the prescription drug services page, which says a warning is issued at least seven days before any suspension.

The page, in its own words

“An egregious violation of the Google Ads policies is a violation so serious that it is unlawful or poses significant harm to our users.”

Unauthorized pharmacies, Google Ads. https://support.google.com/adspolicy/answer/15596326. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again.”

Unauthorized pharmacies, Google Ads. https://support.google.com/adspolicy/answer/15596326. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“Google doesn't allow ads promoting or selling prescription opioid painkillers. [...] Violations of this policy are taken very seriously and are considered egregious.”

Healthcare and medicines, Google Ads. https://support.google.com/adspolicy/answer/176031. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

“Violations of this policy won’t lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account.”

Prescription drug services, Google Ads. https://support.google.com/adspolicy/answer/15598647. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

On the Google healthcare pages read for this glossary, the label appears on the unauthorized pharmacies policy and on the prescription opioid painkillers policy. The prescription drug services page, by contrast, says a warning comes at least 7 days before any suspension.

Eligible (limited)

A Google Ads status meaning the ad can run, but only in the locations a policy allows, which the Healthcare and medicines page gives as the label for a campaign that targets allowed locations with a properly certified domain.

The page, in its own words

“For most healthcare policies, if your ad campaign targets allowed locations and the domain is properly certified, your ad will be labeled "Eligible (limited)" and can run in allowed locations.”

Healthcare and medicines, Google Ads. https://support.google.com/adspolicy/answer/176031. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

The page gives this status as the result, for most healthcare policies, of targeting allowed locations with a certified domain. We infer: the policy name shown beside the status tells you which rule limits where the ad runs.

Health (sensitive interest category)

Google's personalized-advertising category for content related to health, covering health conditions, products and procedures to treat or manage chronic conditions, intimate body functions, invasive procedures including injections, and disabilities, inside which advertiser-curated audiences cannot be used.

The page, in its own words

“Content related to Health is a sensitive interest category and includes personal health content like: [...] Invasive medical procedures, including cosmetic surgery, surgical procedures, or injections”

Health in personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/16701855. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

“You can use predefined Google audiences. [...] You can't use advertiser-curated audiences.”

Health in personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/16701855. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

The category is defined by content: the page's examples run from treatments for chronic conditions to over-the-counter medications for specific conditions, and its footnote 4 says custom segments that use sensitive creative or point to sensitive landing pages serve only with Display campaigns, contextually or to non-sensitive audiences. We infer: an account whose ads or landing pages promote injections or treatments for a health condition falls inside it.

Personalized advertising

Google's term for targeting groups of people on criteria the advertiser selects, which is restricted, not banned, in sensitive interest categories, a list that includes both Health and Restricted drug terms.

The page, in its own words

“It works by targeting groups of people based on specific criteria you select, then either including or excluding them from an audience. There are restrictions to how you can use targeting when promoting within certain categories”

Restricted targeting in Personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/143465. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

“Sensitive interest categories [...] Health [...] Restricted drug terms”

Restricted targeting in Personalized advertising, Google Ads. https://support.google.com/adspolicy/answer/143465. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

Because the page lists Restricted drug terms beside Health among the sensitive interest categories, a refusal under this policy can turn on a drug term as well as on health content. The page gives three fixes: edit the targeting, edit or remove the content, or appeal.

Prescription drug services

Google's restricted category for the online prescribing, dispensing and sale of prescription drugs, including online pharmacies and telemedicine providers, who must apply and be certified before they can advertise.

The page, in its own words

“Google restricts the promotion of services related to the online prescribing, dispensing, and sale of prescription drugs. Businesses subject to this policy include but aren't limited to online pharmacies and telemedicine providers.”

Healthcare and medicines, Google Ads. https://support.google.com/adspolicy/answer/176031. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

“Advertisers must be certified by Google in order to serve ads for prescription drug services.”

Prescription drug services, Google Ads. https://support.google.com/adspolicy/answer/15598647. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

The page says Google decides whether an advertiser promotes such services from the content of its ads, site or app and the products or services it offers, and that it errs on the side of caution, especially for landing pages that link or refer to content that appears to facilitate online prescribing, dispensing or sale. We infer: a clinic whose site offers online prescribing is inside the policy; where an in-person clinic with online booking stands, the page does not say.

Restricted drug terms

Google's rule on prescription drug names: in campaigns targeting the United States, Canada or New Zealand they may appear in ads and landing pages without certification, but bidding on them as keywords requires certification.

The page, in its own words

“While you don’t need to be certified in order to use prescription drug terms in ads and landing pages, you must be certified in order to keyword-target these terms.”

Restricted drug terms, Google Ads. https://support.google.com/adspolicy/answer/15595717. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“This is not an exhaustive list, and is intended to provide examples of the types of content monitored under the Restricted drug terms policy.”

Prescription drugs (list of monitored terms), Google Ads. https://support.google.com/adspolicy/answer/2430794. Page states: undated (the page shows no date). Read 2 October 2026, 02:46 UTC, HTTP 200.

What it means for an advertiser

For campaigns targeting other locations the page bars promotional use of prescription drug terms in ads and landing pages altogether. The monitored list calls itself non-exhaustive. We infer: a term missing from it is not thereby cleared.

Speculative and experimental medical treatment

Google's prohibition on promoting speculative or experimental treatments and cell or gene therapies, whose examples name stem cell therapy and PRP, with exceptions for entities holding the relevant FDA license or approval and for ads that are exclusively educational or informational.

The page, in its own words

“the following is not allowed: [...] Promotion of cell or gene therapies, subject to the exception below [...] Stem cell therapy [...] Platelet rich plasma, also referred to as PRP therapies”

Speculative and experimental medical treatment, cell therapies, and gene therapies, Google Ads. https://support.google.com/adspolicy/answer/15596627. Page states: undated (the page shows no date). Read 2 October 2026, 02:32 UTC, HTTP 200.

“In the United States, Google allows the promotion of FDA licensed or approved cell or gene therapies by entities that hold the relevant FDA license or approval to market that product.”

Speculative and experimental medical treatment, cell therapies, and gene therapies, Google Ads. https://support.google.com/adspolicy/answer/15596627. Page states: undated (the page shows no date). Read 2 October 2026, 02:32 UTC, HTTP 200.

What it means for an advertiser

The page says to contact Google to apply for the license-holder exception, and allows educational or informational ads regardless of approval status. We infer: a clinic that holds no FDA license or approval for the product is outside the first exception.

Strike

A penalty Google issues for repeated violations of certain policies, never for a first violation, with a three-day hold on the first strike, seven days on the second and suspension on the third.

The page, in its own words

“Strikes are issued to your Google Ads account when you repeatedly violate certain Google Ads policies. Note that no strikes are issued for the first policy violation. You will be able to receive a maximum of 3 strikes”

About enforcement procedures for repeat violations, Google Ads. https://support.google.com/adspolicy/answer/10922738. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

“Temporary account holds will be applied for the first and second strikes (for 3 and 7 days respectively), while the third strike will result in an account suspension.”

About enforcement procedures for repeat violations, Google Ads. https://support.google.com/adspolicy/answer/10922738. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

Unapproved substances is on the page's list of strike policies; the healthcare and medicines policies and personalized advertising are not named on that list. The same page says Google also suspends accounts for repeat or egregious violations, so a policy being off the strike list is not the same as having no account-level consequence.

Unapproved substances

Google's list of products it will not allow regardless of claimed legality, including hCG for weight loss, supplements with active pharmaceutical or dangerous ingredients, products under any government or regulatory action or warning, and non-government approved products marketed as safe or effective for preventing, curing or treating a disease.

The page, in its own words

“Non-government approved products that are marketed in a way that implies that they're safe or effective for use in preventing, curing, or treating a particular disease or ailment”

Unapproved substances, Google Ads. https://support.google.com/adspolicy/answer/15595718. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“Products that have been subject to any government or regulatory action or warning”

Healthcare and medicines, Google Ads. https://support.google.com/adspolicy/answer/176031. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

The first line is conditioned on the product being non-government approved and marketed as safe or effective against a disease; the second reaches products that have been subject to any government or regulatory action or warning.

Unauthorized pharmacies

Google's egregious-tier policy with two lines, offering prescription drugs without a prescription and targeting locations where the advertiser is not licensed, which suspends an account on detection without warning.

The page, in its own words

“The following is not allowed: [...] Offering prescription drugs without a prescription [...] Targeting locations where you are not licensed”

Unauthorized pharmacies, Google Ads. https://support.google.com/adspolicy/answer/15596326. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

“If violations of this policy are found, your Google Ads accounts will be suspended upon detection and without prior warning, and you will not be allowed to advertise with Google Ads again.”

Unauthorized pharmacies, Google Ads. https://support.google.com/adspolicy/answer/15596326. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

The policy turns on licensing and location targeting, and the page says accounts are reinstated only in compelling circumstances. We infer: check the locations a campaign targets against the locations the business is licensed in before launch.

Advertising Standards and Community Standards

Meta's two rule sets that both bind an advertiser: the Advertising Standards govern ads, and the Community Standards, which Meta's health ad policy says advertisers must also follow, restrict some health content to adults.

The page, in its own words

“Advertisers must follow our Community Standards, in addition to our Advertising Standards.”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

“For the following content, we restrict visibility to adults 18 years of age and older: [...] Cosmetic Products, Procedures, or Surgeries [...] Reproductive Health or Wellness Products [...] Hormone products (e.g., testosterone boosters)”

Restricted Goods and Services (Community Standards), Meta. https://transparency.meta.com/policies/community-standards/restricted-goods-services/. Page states: change log entry dated Sep 10, 2026, as displayed in US Pacific time. Read 2 October 2026, 02:44 UTC, HTTP 200.

What it means for an advertiser

The Community Standards restrict the listed content, including cosmetic procedures and hormone products, to adults. The hormone products line gives testosterone boosters as its example and says nothing about prescription hormone therapy; how Meta applies it to such an ad is unknown to this glossary.

Authorization (prescription drugs)

Meta's written permission to run prescription drug ads, available to online pharmacies and telehealth providers that hold LegitScript certification and target adults in eligible countries.

The page, in its own words

“Qualified advertisers that are actively certified with LegitScript can run ads that promote prescription drugs as long as they: [...] Only target people 18 years or older [...] Obtain authorization from Meta”

Drugs and Pharmaceuticals (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/drugs-pharmaceuticals/. Page states: change log entries dated Jun 11, 2024, Feb 26, 2025 and Oct 31, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:44 UTC, HTTP 200.

“Advertisers don’t need written authorization to run ads that: [...] Educate, advocate or give public service announcements related to prescription drugs [...] Promote telehealth services generally”

Drugs and Pharmaceuticals (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/drugs-pharmaceuticals/. Page states: change log entries dated Jun 11, 2024, Feb 26, 2025 and Oct 31, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:44 UTC, HTTP 200.

What it means for an advertiser

Ads that educate about prescription drugs or promote telehealth services generally do not need written authorization on this page. Ads that promote prescription drugs need the LegitScript certification or Meta's internal review, a disclaimer to consult a licensed health professional or obtain a valid prescription, Meta's onboarding, and targeting limited to adults in the United States, Canada or New Zealand.

Before-and-after transformation (Meta)

Imagery Meta allows for cosmetic products, procedures and surgeries when the ad targets people 18 or older, while it bans statements of inferiority about physical appearance in weight loss and cosmetic ads.

The page, in its own words

“When targeting people 18 years or older, advertisers can run ads that promote: [...] General cosmetic products, procedures, surgeries depicting before and after transformation.”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

“Contains statements of inferiority about physical appearance (i.e., terms, descriptions, or questions that are negative and attack an individual’s appearance, specific body parts, or hygiene).”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

What it means for an advertiser

A before-and-after for cosmetic products, procedures or surgeries can run for an adult audience; a statement of inferiority about appearance cannot. For weight loss or weight gain ads the same page separately bars close-ups that pinch fat.

Cure claims (exhaustive disease list)

Meta bans ads that claim to cure, heal or eliminate any of eleven named incurable or terminal diseases, while allowing claims about treating or managing their symptoms.

The page, in its own words

“Claims (including those from health professionals or health organizations) to cure, heal, or eliminate any of the following incurable diseases and/or terminal illnesses (exhaustive list): Diabetes, [...] Cancer, Autism, Alzheimer's, Parkinson's,”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

“Note: This does not apply to claims about treating or managing symptoms of these conditions.”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

What it means for an advertiser

Meta calls its list exhaustive and says the bar does not apply to claims about treating or managing symptoms of the listed conditions. The FDA and FTC entries on disease claims and substantiation have their own, separate scope.

Custom audiences (health restrictions)

Meta flags, and blocks from campaigns, custom audiences and lookalike audiences whose names or criteria reference a specific health condition, and its customer list terms bar health information in an audience's name or criteria.

The page, in its own words

“Your custom audiences or lookalike audiences will be flagged and cannot be used for running ad campaigns if they include information that is not allowed under our terms.”

Understand restrictions on certain custom audiences (Business Help Center), Meta. https://www.facebook.com/business/help/1055828013359808. Page states: undated (the page shows no date). Read 2 October 2026, 02:43 UTC, HTTP 200.

“the names you choose and the criteria you establish for your Audiences will not include, reflect, imply, or be based on, directly or otherwise, [...] health information”

Customer List Custom Audiences Terms, Meta. https://www.facebook.com/legal/terms/customaudience. Page states: Effective Date: December 3, 2025. Read 2 October 2026, 02:39 UTC, HTTP 200.

What it means for an advertiser

The Business Help Center page gives arthritis as its example of a specific health condition an audience must not reference. We infer: naming an audience by a treatment or a condition puts it inside both the help page and the terms.

Data source categories (Health and wellness)

Meta's classification of a pixel or dataset by what the business does, under which a Health and wellness source may face limits on some events or a full restriction on sharing any events for ads.

The page, in its own words

“Data source categories that may have certain data sharing restrictions include, but are not limited to: [...] Health and wellness: Is associated with medical conditions or specific health statuses, provider/patient relationships”

About data source categories in Meta Events Manager (Business Help Center), Meta. https://www.facebook.com/business/help/1402913027039332. Page states: undated (the page shows no date). Read 2 October 2026, 02:47 UTC, HTTP 200.

“Full restrictions: Fully restrict the sharing of all events in specific regions or all regions. In these circumstances, Meta Business Tools cannot be used for ads purposes where restrictions are in place.”

Understand data sharing restrictions based on data source categories (Business Help Center), Meta. https://www.facebook.com/business/help/511197658391698. Page states: undated (the page shows no date). Read 2 October 2026, 02:47 UTC, HTTP 200.

What it means for an advertiser

Meta says such sources may have restrictions; the pages do not say which restriction applies to a given business. The restrictions page describes three types: Core Setup, which restricts the sharing of custom parameters and parts of URLs following the domain; a restriction on certain standard events, which limits specific mid and lower funnel events; and a full restriction on all events in some or all regions.

Health and Wellness (ad standard)

Meta's ad policy for weight loss and weight gain products, cosmetic procedures and dietary or health supplements, which must target adults only and must not carry the claims the page prohibits.

The page, in its own words

“Meta restricts advertising content that promotes weight loss or weight gain products, cosmetic procedures, and dietary or health supplements from targeting users under 18 years of age. Content must not contain certain claims prohibited by our policy, as outlined below.”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

“Note: For weight loss products that require prescription, please refer to Drugs and Pharmaceuticals ads policy and comply with the geo-targeting, and written permission requirements.”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

What it means for an advertiser

The page requires an audience of 18 or older for these ads, lists the claims it bars, and routes prescription weight loss products to the Drugs and Pharmaceuticals policy with its geo-targeting and written permission requirements. It exempts general wellbeing products such as fitness services, general food products, non-permanent cosmetics and dental products from the age targeting.

Meta Business Tools Terms

The contract that governs the Meta Business Tools, under which an advertiser warrants it will not share Business Tool Data that includes or is based on health information and will not name events, conversions or custom audiences in ways that reflect, imply or are based on it.

The page, in its own words

“You represent and warrant that you will not share Business Tool Data with us that [...] includes or is based on, directly or otherwise, health information”

Meta Business Tools Terms, Meta. https://www.facebook.com/legal/technology_terms. Page states: Effective date: November 3, 2025. Read 2 October 2026, 02:39 UTC, HTTP 200.

“The names you choose and criteria you establish for your events, conversions, and any custom audiences you create must not reflect, imply or be based on any category of information described in this Section 1.h.”

Meta Business Tools Terms, Meta. https://www.facebook.com/legal/technology_terms. Page states: Effective date: November 3, 2025. Read 2 October 2026, 02:39 UTC, HTTP 200.

What it means for an advertiser

The Terms put the duty on the advertiser, both for the data sent and for the names and criteria of events, conversions and audiences. We infer: an event named after a treatment or a condition is inside the second line.

Personal attributes

Meta's rule that an ad must not assert or imply attributes of the person seeing it, including their physical or mental health or a medical condition.

The page, in its own words

“ads must not contain content that asserts or implies personal attributes. This includes direct or indirect assertions or implications about a person’s [...] physical or mental health (including medical conditions)”

Privacy Violations and Personal Attributes (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/objectionable-content/privacy-violations-personal-attributes/. Page states: change log entry dated Jun 27, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:44 UTC, HTTP 200.

What it means for an advertiser

The page bars direct or indirect assertions or implications about a person's physical or mental health, including medical conditions. We infer: copy that tells the viewer they have a condition is inside the line, and copy about the condition in general is not what the line describes.

Prohibited information

Meta's name for data an advertiser may not share through the Business Tools, including health information such as conditions, treatments, prescriptions and places of treatment, whether in events, URL parameters, custom audiences or custom conversions.

The page, in its own words

“This prohibited information includes health information, financial information, or other categories of information that may be considered as sensitive”

About prohibited information (Business Help Center), Meta. https://www.facebook.com/business/help/361948878201809. Page states: undated (the page shows no date). Read 2 October 2026, 02:38 UTC, HTTP 200.

“Medical procedures, treatments and testing [...] Prescription medications, and over-the-counter (OTC) and supplements for specific medical conditions [...] Physical locations that identify a health condition, or places of treatment and counseling”

About prohibited information (Business Help Center), Meta. https://www.facebook.com/business/help/361948878201809. Page states: undated (the page shows no date). Read 2 October 2026, 02:38 UTC, HTTP 200.

What it means for an advertiser

The page names URL parameters, custom audiences, custom conversions, custom event names and custom data as places this information must not be shared, describes a core setup that restricts custom parameters and anything in a URL after the domain, and says Meta's systems are not a substitute for the advertiser's own compliance.

Before-and-after images (Microsoft)

Microsoft Advertising bars before-and-after images that are exaggerated or unrealistic, and in its weight loss section separately bars misleading or manipulated before-and-after imagery, rather than banning the format.

The page, in its own words

“Ads and landing pages must not include: Statements that misrepresent regulatory approval or review of a product. Before-and-after images that are exaggerated or unrealistic.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

What it means for an advertiser

The general line turns on exaggerated or unrealistic images; the weight loss section of the same page bars misleading or manipulated before-and-after imagery that projects unrealistic outcomes.

Compounded weight loss drugs (Microsoft, United States)

Microsoft's United States rule that compounded weight loss drugs must be labeled as compounded, in line with the FDA requirement, and that their labels must not suggest or imply FDA review, approval or endorsement.

The page, in its own words

“All compounded weight loss drugs must be labeled in accordance with the U.S. Food and Drug Administration (FDA) requirement, including “This is a compounded drug” or equivalent disclaimer.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

“The policies have been updated to require GLP-1 weight loss drug manufacturers to label their drugs as compounded.”

Microsoft Advertising Policies Change Log, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60225/0. Page states: entries carry month and year headings; the GLP-1 labeling entry sits under July 2025, United States. Read 2 October 2026, 02:38 UTC, HTTP 302.

What it means for an advertiser

On this line a compounded weight loss drug ad on Microsoft carries the compounded label in accordance with the FDA requirement, and its labels must not suggest or imply that the drug has been reviewed, approved or endorsed by the FDA. Microsoft's change log lists the GLP-1 labeling change under July 2025 for the United States.

Disapproved healthcare products and supplements

Microsoft's non-exhaustive list of products that cannot be advertised, linked from its health policy, whose steroids section includes six entries with testosterone in the name.

The page, in its own words

“Here are non-exhaustive lists of healthcare products and supplements that cannot be advertised through Microsoft Advertising.”

Disapproved Healthcare Products and Supplements, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60227/0. Page states: undated (the page shows no date). Read 2 October 2026, 02:38 UTC, HTTP 302.

“Disapproved steroids [...] 4-chlorotestosterone 4-dihydrotestosterone [...] Dehydrochloromethyl testosterone dehydrotestosterone Delta1-dihydrotestosterone [...] Desoxymethyl testosterone”

Disapproved Healthcare Products and Supplements, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60227/0. Page states: undated (the page shows no date). Read 2 October 2026, 02:38 UTC, HTTP 302.

What it means for an advertiser

The list names substances, not clinics or prescriptions, and does not use the words hormone, peptide, stem cell, exosome or PRP. What it means for a testosterone clinic's ad is not stated on the page.

Experimental treatments (Microsoft)

Microsoft Advertising does not accept ads that promote clinical trials, experimental treatments or medical research solicitations, and its page does not say which therapies count as experimental.

The page, in its own words

“Microsoft does not accept ads that promote: [...] Clinical trials, experimental treatments, or medical research solicitations.”

Healthcare and Pharmaceutical Ad Policy, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:47 UTC, HTTP 200.

What it means for an advertiser

The page does not name stem cell therapy, PRP, exosomes, peptides or hormone therapy, so whether a given regenerative service counts as experimental is not stated on it (unknown). Google's page, by contrast, names stem cell therapy and PRP (see Speculative and experimental medical treatment).

Healthcare professional endorsement (Microsoft)

Microsoft requires that any imagery or audio implying a healthcare professional endorses the product be genuine and properly disclosed, with the affiliation transparent and verifiable.

The page, in its own words

“Not using imagery or audio that implies endorsement by healthcare professionals unless such endorsement is genuine and properly disclosed. Affiliations with healthcare providers or institutions must be transparent and verifiable.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

What it means for an advertiser

We infer: imagery of someone presented as a clinician beside a product claim is the kind of implied endorsement the line covers. The FTC entries on endorsements and material connections cover related ground under federal law.

Preapproval (Microsoft)

Microsoft's requirement that online pharmacies, telemedicine providers that sell prescription drugs and prescription drug manufacturers be approved through its program forms before serving ads, with NABP or LegitScript accreditation for online pharmacies advertising prescription drugs to United States customers.

The page, in its own words

“Online pharmacies, telemedicine providers that sell prescription drugs, and prescription drug manufacturers must be preapproved in order to serve ads on the Microsoft Advertising network.”

Healthcare and Pharmaceutical Ad Policy, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:47 UTC, HTTP 200.

“Online pharmacies, including pet pharmacies, that advertise prescription drugs to customers in the United States must be accredited by the National Association Boards of Pharmacy (NABP) or LegitScript.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

What it means for an advertiser

Brick-and-mortar pharmacies are not subject to the same restrictions, on the page's own wording. The United States section adds that online pharmacies, including pet pharmacies, that advertise prescription drugs to United States customers must be accredited by NABP or LegitScript, and that manufacturers that do not sell online need no certification.

Sensitive health information (Microsoft targeting)

Microsoft's requirement that health advertisers not target consumers based on sensitive health information and follow its Legal, Privacy and Personalization policies.

The page, in its own words

“Not targeting consumers based on sensitive health information and complying with Microsoft's Legal, Privacy, and Personalization policies.”

Healthcare and Pharmaceutical Ad Policy, Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:47 UTC, HTTP 200.

What it means for an advertiser

The page states the rule without naming the targeting features it covers. We infer: remarketing lists built from patient actions are inside it.

Supplement claims (Microsoft)

Microsoft's rules for vitamin and supplement ads, which may not claim prescription-level effectiveness, permanent or guaranteed results, universal effectiveness, or specific physiological effects beyond general wellness support.

The page, in its own words

“Not suggest specific physiological effects beyond general wellness support (e.g., claims such as “liver detox” or “helps empty your bowels” are prohibited).”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

“Lead to a product page for purchase. [...] Not lead to landing pages that are advertorial in nature.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

What it means for an advertiser

The page describes these products as typically marketed to support general health and wellness, bars claims of specific physiological effects beyond that, giving liver detox and helps empty your bowels as prohibited examples, and requires the ad to lead to a product page for purchase rather than an advertorial landing page.

Weight loss ad content (Microsoft)

Microsoft's prohibited list for weight loss ads, which bans specific amounts or rates of loss in a timeframe, guaranteed or permanent results, loss without lifestyle change and manipulated before-and-after imagery, and requires an audience of 18 or older.

The page, in its own words

“References to specific amounts or rates of weight loss within a defined timeframe. [...] Misleading or manipulated “before and after” imagery that projects unrealistic outcomes.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

“Ads must target 18+ audiences. [...] Ads must encourage users to consult a healthcare professional before beginning any intensive program.”

Healthcare and Pharmaceutical Ad Policy, with the United States market sections opened (second read of the same page), Microsoft Advertising. https://help.ads.microsoft.com/#apex/ads/en/60379/-1. Page states: This page was last updated on July 1, 2026. Read 2 October 2026, 02:50 UTC, HTTP 200.

What it means for an advertiser

The page bars references to specific amounts or rates of weight loss within a defined timeframe, requires an audience of 18 or older, and requires ads to encourage users to consult a healthcare professional before beginning any intensive program. Meta's Health and Wellness standard has its own claim list (see that entry).

Buying positive or negative reviews

The FTC's rule bars a business from paying or giving incentives for consumer reviews in exchange for, or conditioned on, the review expressing a particular sentiment.

The page, in its own words

“for a business to provide compensation or other incentives in exchange for, or conditioned expressly or by implication on, the writing or creation of consumer reviews expressing a particular sentiment, whether positive or negative,”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

What it means for an advertiser

We infer: a discount offered for a five-star review is inside the section, and a discount offered for a review with no condition on its sentiment is not reached by the section's wording.

Clear and conspicuous

The FTC's standard for a required disclosure under its reviews and testimonials rule: easily noticeable and easily understandable by ordinary consumers, and, online, unavoidable, so a disclosure behind a link or a hover does not count; the Endorsement Guides define the term in similar words.

The page, in its own words

“A disclosure is not clear and conspicuous if a consumer must take any action, such as clicking on a hyperlink or hovering over an icon, to see it.”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

““clear and conspicuous” means that a disclosure is difficult to miss ( i.e., easily noticeable) and easily understandable by ordinary consumers.”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The reviews rule applies its definition to the disclosures it requires; the Endorsement Guides give their own definition in section 255.0(f) and use it where they say a material connection must be disclosed clearly and conspicuously. We infer: a disclosure of a paid partnership in a creator post is held to the Guides' definition.

Consumer review and consumer testimonial

Under the FTC's rule, a consumer review is a consumer's evaluation submitted to a site that displays such evaluations, and a consumer testimonial is an advertising message consumers are likely to believe reflects a real customer's experience.

The page, in its own words

“Consumer review means a consumer's evaluation, or a purported consumer's evaluation, of a product, service, or business that is submitted by the consumer or purported consumer”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

“Consumer testimonial means an advertising or promotional message [...] that consumers are likely to believe reflects the opinions, beliefs, or experiences of a consumer who has purchased, used, or otherwise had experience with a product, service, or business.”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

What it means for an advertiser

The rule's section on fake or false reviews covers both consumer reviews and testimonials; its sections on buying reviews and on review suppression are written for consumer reviews, and the rule says consumer ratings count as reviews even without text. We infer: a review on a public review site is a consumer review, and a patient quote in an ad is a consumer testimonial.

Endorsement

Under the FTC's Endorsement Guides, any advertising message consumers are likely to believe reflects the views or experience of someone other than the advertiser, including verbal statements, tags in social media posts, demonstrations, a person's name or likeness, or the name or seal of an organization.

The page, in its own words

“an “endorsement” means any advertising, marketing, or promotional message for a product that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“Endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser. Furthermore, an endorsement may not convey any express or implied representation that would be deceptive if made directly by the advertiser.”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The Guides say endorsements must reflect the endorser's honest opinions and may not convey a representation that would be deceptive if the advertiser made it directly. We infer: an influencer post about a clinic, a doctor's quote in a supplement ad and a patient video all fall within the definition.

Fake or false reviews and testimonials

The FTC's rule makes it an unfair or deceptive practice for a business to write, create or sell a review or testimonial that materially misrepresents that the reviewer exists, used the product or had the experience described.

The page, in its own words

“for a business to write, create, or sell a consumer review, consumer testimonial, or celebrity testimonial that materially misrepresents, expressly or by implication: (1) That the reviewer or testimonialist exists”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

“This rule is effective October 21, 2024.”

Federal Register notice 2024-18519, Trade Regulation Rule on the Use of Consumer Reviews and Testimonials (dates, via the Federal Register API), FTC. https://www.federalregister.gov/documents/2024/08/22/2024-18519/trade-regulation-rule-on-the-use-of-consumer-reviews-and-testimonials. Page states: published 22 August 2024; the notice says the rule is effective October 21, 2024. Read 2 October 2026, 02:35 UTC, HTTP 200.

What it means for an advertiser

The section turns on a material misrepresentation that the reviewer exists, used the product or service, or had the experience described, whether the business wrote, created or sold the review or testimonial. We infer: a review or testimonial a business writes about an experience no customer had is inside it. The rule took effect on 21 October 2024.

Generally expected performance (typical results)

Under the Endorsement Guides, an endorsement relating a consumer's experience on a central attribute of a product is likely to be read as representing that the experience is what consumers will generally achieve, so the advertiser should possess substantiation for that, or should clearly and conspicuously disclose the generally expected performance and must possess substantiation for that disclosure.

The page, in its own words

“If the advertiser does not have substantiation that the endorser's experience is representative of what consumers will generally achieve, the advertisement should clearly and conspicuously disclose the generally expected performance [...] and the advertiser must possess and rely on adequate substantiation”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“even if the advertiser includes a disclaimer such as, “Notice: These testimonials do not prove our product works. You should not expect to have similar results,” the ad is likely to be deceptive unless the advertiser has adequate substantiation”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The disclosed generally expected performance must itself be substantiated, and the Guides' example says an ad carrying a results-not-typical style disclaimer is still likely to be deceptive unless the advertiser can substantiate that new users typically get similar results. We infer: a patient testimonial about a specific result is an endorsement on a central attribute of the service.

Material connection

Under the Endorsement Guides, a connection between an endorser and the seller that might materially affect the weight or credibility of the endorsement, such as payment, free or discounted products or a family relationship, which must be disclosed clearly and conspicuously when the audience would not reasonably expect it.

The page, in its own words

“such connection must be disclosed clearly and conspicuously. Material connections can include a business, family, or personal relationship. They can include monetary payment or the provision of free or discounted products”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The section says free or discounted products count regardless of whether the advertiser requires an endorsement in return, and the Guides define product to include a service. We infer: a free treatment given to a creator is a material connection, and the disclosure belongs with the endorsement.

Review suppression

The FTC's rule bars a business from presenting the consumer reviews on its site as most or all of those submitted while reviews are being suppressed because of their ratings or negative sentiment.

The page, in its own words

“that the consumer reviews [...] represent most or all the reviews submitted to the website or platform when reviews are being suppressed ( i.e., not displayable) based upon their ratings or their negative sentiment.”

16 CFR Part 465, Rule on the Use of Consumer Reviews and Testimonials (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-465. Page states: eCFR text current as of 2026-09-30; source 89 FR 68077, Aug. 22, 2024; effective October 21, 2024 per the Federal Register notice. Read 2 October 2026, 02:35 UTC, HTTP 200.

What it means for an advertiser

The section says a review is not considered suppressed if the withholding criteria are applied equally to all reviews without regard to sentiment, and it also bars using an unfounded legal threat, a physical threat, intimidation or a knowingly false public accusation to prevent or remove a review. We infer: a site that shows only reviews of four stars and up while presenting them as its reviews is inside the section.

Substantiation (competent and reliable scientific evidence)

Under the Endorsement Guides, the requirement that an advertiser possess and rely on adequate substantiation, including, when appropriate, competent and reliable scientific evidence, for claims made through endorsements, just as for claims it makes directly, with consumer endorsements not counting as that evidence.

The page, in its own words

“the advertiser must possess and rely upon adequate substantiation, including, when appropriate, competent and reliable scientific evidence, to support express and implied claims made through endorsements [...] Consumer endorsements themselves are not competent and reliable scientific evidence.”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“The advertiser must have competent and reliable scientific evidence that its product is effective in producing new hair growth.”

16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising (eCFR text as of 2026-09-30), FTC. https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-255. Page states: eCFR text current as of 2026-09-30; source 88 FR 48102, July 26, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The Guides' example of a baldness treatment web page made of testimonials says the advertiser must have competent and reliable scientific evidence that its product is effective. What evidence a given health claim needs is not stated on any page read for this glossary; the FTC's Health Products Compliance Guidance, which we could not read, is listed under what this page does not cover.

Compounded drug

A drug made for a patient who cannot be treated with an FDA-approved medication, which is not FDA-approved, so FDA has not verified its safety, effectiveness or quality before it is marketed.

The page, in its own words

“Compounded drugs are not FDA-approved. This means that FDA does not verify the safety, effectiveness or quality of compounded drugs before they are marketed.”

Compounding and the FDA: Questions and Answers, FDA. https://www.fda.gov/drugs/human-drug-compounding/compounding-and-fda-questions-and-answers. Page states: Content current as of 09/16/2025. Read 2 October 2026, 15:03 UTC, HTTP 200.

“Under federal law, prescription drug promotion disseminated by or on behalf of drug manufacturers, including compounders, must be truthful, non-misleading and accurate.”

Compounding and the FDA: Questions and Answers, FDA. https://www.fda.gov/drugs/human-drug-compounding/compounding-and-fda-questions-and-answers. Page states: Content current as of 09/16/2025. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The page answers a question about telehealth companies promoting compounded drugs by saying such promotion must be truthful, non-misleading and accurate, and that FDA may seek voluntary compliance over promotional materials it considers false or misleading. It also says biological products are not eligible for the section 503A and 503B compounding exemptions.

Disease claim

Under FDA's supplement rule, a statement that a product diagnoses, mitigates, treats, cures or prevents a disease, made explicitly or implicitly, including through the product's name, a formulation claim about an ingredient regulated as a drug and well known for a disease use, a citation that implies treatment or prevention, the word disease outside general statements about disease prevention, pictures or symbols, or positioning as a substitute for a therapy for a disease, which makes the product subject to regulation as a drug unless the claim is an authorized health claim.

The page, in its own words

“A statement claims to diagnose, mitigate, treat, cure, or prevent disease if it claims, explicitly or implicitly, that the product: (i) Has an effect on a specific disease or class of diseases”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“the product will be subject to regulation as a drug unless the claim is an authorized health claim for which the product qualifies.”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The section's list of ways a disease claim is made includes the product's name, a formulation claim about a drug-regulated ingredient well known for a disease use, a citation that implies treatment or prevention, the word disease outside general prevention statements, and pictures, vignettes or symbols, and it says FDA considers the context in which a claim is presented.

DSHEA disclaimer

The exact FDA-required sentence that must accompany a structure/function claim on a supplement label or labeling, in bold and placed next to the claim or linked to it with a symbol.

The page, in its own words

“This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“The disclaimer shall be placed adjacent to the statement with no intervening material or linked to the statement with a symbol (e.g., an asterisk)”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The section applies the disclaimer to structure/function statements on labels and labeling, and says a product whose labeling bears a disease claim is subject to regulation as a drug (see Disease claim). Whether the disclaimer has any effect on how the FTC judges an ad is not answered by any page read for this glossary (unknown).

Exosome products

Products that FDA said on 6 December 2019 are, as a general matter, regulated as drugs and biological products subject to premarket review and approval when used to treat diseases and conditions, and of which it said there were then no FDA-approved products, a line its July 2020 consumer alert repeats.

The page, in its own words

“There are currently no FDA-approved exosome products. [...] As a general matter, exosomes used to treat diseases and conditions in humans are regulated as drugs and biological products [...] subject to premarket review and approval requirements.”

Public Safety Notification on Exosome Products, FDA. https://www.fda.gov/vaccines-blood-biologics/safety-availability-biologics/public-safety-notification-exosome-products. Page states: December 6, 2019. Read 2 October 2026, 02:36 UTC, HTTP 200.

“Exosome products are also regulated by FDA. As a general matter, exosome products intended to treat diseases or conditions in humans require FDA approval. There are currently no FDA-approved exosome products.”

Consumer Alert on Regenerative Medicine Products Including Stem Cells and Exosomes, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/consumer-alert-regenerative-medicine-products-including-stem-cells-and-exosomes. Page states: Date: July 22, 2020; content current as of 04/09/2024. Read 2 October 2026, 02:36 UTC, HTTP 200.

What it means for an advertiser

No ad platform page saved for this glossary uses the word exosome, so these two FDA pages are the only ones here that address the product. We infer: an ad for an exosome treatment is an ad for a product FDA says requires approval and none of which was approved as of the dates on these pages.

HCT/P and section 361 (minimal manipulation, homologous use)

Under 21 CFR 1271.10, a human cell, tissue, or cellular or tissue-based product (HCT/P) is regulated solely under section 361 of the PHS Act and Part 1271 only if it is minimally manipulated, intended for homologous use only as reflected by labeling, advertising or other indications of intent, not combined with another article beyond water, crystalloids or a sterilizing, preserving or storage agent, and either has no systemic effect and does not depend on living cells' metabolic activity or is for autologous, close-relative or reproductive use.

The page, in its own words

“(1) The HCT/P is minimally manipulated; (2) The HCT/P is intended for homologous use only, as reflected by the labeling, advertising, or other indications of the manufacturer's objective intent”

21 CFR 1271.10, Are my HCT/Ps regulated solely under section 361 of the PHS Act (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-L/part-1271/subpart-A/section-1271.10. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 69 FR 68681, Nov. 24, 2004. Read 2 October 2026, 15:03 UTC, HTTP 200.

“Human Cells, Tissues, or Cellular or Tissue-based Products (HCT/Ps)”

Important Patient and Consumer Information About Regenerative Medicine Therapies, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/important-patient-and-consumer-information-about-regenerative-medicine-therapies. Page states: June 3, 2021; content current as of 04/08/2024. Read 2 October 2026, 02:46 UTC, HTTP 200.

What it means for an advertiser

The regulation names labeling and advertising as evidence of the manufacturer's objective intent on homologous use, and says an establishment whose HCT/P meets the criteria must register with FDA and list each product; what applies to a product that fails the criteria is outside the saved section. We infer: an ad that offers a tissue product for a purpose other than its usual function is evidence against the homologous-use criterion.

Regenerative medicine therapies (unapproved)

FDA's term for stem cell, stromal vascular fraction, cord blood, amniotic fluid, Wharton's jelly, ortho-biologic and exosome products marketed to treat disease, which require FDA licensure or approval, and before that FDA oversight in a clinical trial.

The page, in its own words

“These products require FDA licensure/approval to be marketed to consumers. Before approval, these products require FDA oversight in a clinical trial.”

Important Patient and Consumer Information About Regenerative Medicine Therapies, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/important-patient-and-consumer-information-about-regenerative-medicine-therapies. Page states: June 3, 2021; content current as of 04/08/2024. Read 2 October 2026, 02:46 UTC, HTTP 200.

“The inclusion of a product in the clinicaltrials.gov database or the fact that a firm has registered with FDA and listed its product does not mean the product is legally marketed.”

Important Patient and Consumer Information About Regenerative Medicine Therapies, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/important-patient-and-consumer-information-about-regenerative-medicine-therapies. Page states: June 3, 2021; content current as of 04/08/2024. Read 2 October 2026, 02:46 UTC, HTTP 200.

What it means for an advertiser

The page says FDA has repeatedly notified manufacturers, clinics and practitioners of the need for Investigational New Drug applications (INDs) to legally administer these products, and that a clinicaltrials.gov listing or an FDA registration does not mean a product is legally marketed.

Stem cell products

Products FDA says it regulates and that, generally, all require FDA approval, with orthopedic, neurological, cardiovascular, pulmonary, autism, pain and fatigue uses named by FDA as not approved.

The page, in its own words

“Stem cell products are regulated by FDA, and, generally, all stem cell products require FDA approval.”

Consumer Alert on Regenerative Medicine Products Including Stem Cells and Exosomes, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/consumer-alert-regenerative-medicine-products-including-stem-cells-and-exosomes. Page states: Date: July 22, 2020; content current as of 04/09/2024. Read 2 October 2026, 02:36 UTC, HTTP 200.

“None of these products have been approved for the treatment of any orthopedic condition, such as osteoarthritis, tendonitis, disc disease, tennis elbow, back pain, hip pain, knee pain, neck pain, or shoulder pain.”

Consumer Alert on Regenerative Medicine Products Including Stem Cells and Exosomes, FDA. https://www.fda.gov/vaccines-blood-biologics/consumers-biologics/consumer-alert-regenerative-medicine-products-including-stem-cells-and-exosomes. Page states: Date: July 22, 2020; content current as of 04/09/2024. Read 2 October 2026, 02:36 UTC, HTTP 200.

What it means for an advertiser

The alert says its content is current as of 9 April 2024, and FDA's list of approved products was not checked for this glossary. We infer: an ad offering stem cells for knee pain offers a use the alert lists as not approved.

Structure/function claim

A supplement statement describing a nutrient's or ingredient's role in affecting the structure or function of the body, or the mechanism by which it maintains that structure or function, which is permitted if it is not a disease claim, is notified to FDA within 30 days of first marketing and carries the FDA disclaimer.

The page, in its own words

“Dietary supplement labels or labeling may, subject to the requirements in paragraphs (a) through (e) of this section, bear statements that describe the role of a nutrient or dietary ingredient intended to affect the structure or function in humans”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

“No later than 30 days after the first marketing of a dietary supplement that bears one of the statements”

21 CFR 101.93, Certain types of statements for dietary supplements (eCFR text as of 2026-09-30), FDA. https://www.ecfr.gov/current/title-21/chapter-I/subchapter-B/part-101/subpart-F/section-101.93. Page states: eCFR text current as of 2026-09-30; last amendment cited on the section is 88 FR 17718, Mar. 24, 2023. Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The notification to FDA must be signed by someone who certifies that the firm has substantiation that the statement is truthful and not misleading, and the section says a labeling statement that is a disease claim makes the product subject to regulation as a drug.

Warning letter

A letter FDA posts publicly when it finds that a company's product, labeling or marketing violates a law FDA enforces, listed on an index whose entries carry the issuing office and subject and can change after later correspondence (working definition, PELORA; FDA's index page was read, its page defining the letters was not).

Context from the pages read

“Matters described in FDA warning letters may have been subject to subsequent interaction between FDA and the letter recipient that may have changed the regulatory status of issues discussed in the letter.”

Warning Letters (index page), FDA. https://www.fda.gov/inspections-compliance-enforcement-and-criminal-investigations/compliance-actions-and-activities/warning-letters. Page states: Content current as of 09/30/2026. Read 2 October 2026, 15:03 UTC, HTTP 200.

“Products that have been subject to any government or regulatory action or warning”

Healthcare and medicines, Google Ads. https://support.google.com/adspolicy/answer/176031. Page states: undated (the page shows no date). Read 2 October 2026, 02:33 UTC, HTTP 200.

What it means for an advertiser

The index shows each letter's issue date, company, issuing office, subject and any response or close-out letter. We infer: a warning letter is one kind of regulatory action or warning that Google's unapproved substances line could cover, so cite the letter's date and check the index for a close-out letter.

Hormone therapy (TRT, HRT)

Prescription treatment with testosterone, estrogen or related hormones; no rule on the Google, Meta or Microsoft pages saved for this glossary names hormone therapy, and the only one of those pages that uses the word hormone is Meta's Community Standards entry on hormone products (working definition, PELORA).

Context from the pages read

“Reproductive Health or Wellness Products [...] Hormone products (e.g., testosterone boosters)”

Restricted Goods and Services (Community Standards), Meta. https://transparency.meta.com/policies/community-standards/restricted-goods-services/. Page states: change log entry dated Sep 10, 2026, as displayed in US Pacific time. Read 2 October 2026, 02:44 UTC, HTTP 200.

“androgel [...] testim [...] delatestryl [...] depo-testosterone”

Prescription drugs (list of monitored terms), Google Ads. https://support.google.com/adspolicy/answer/2430794. Page states: undated (the page shows no date). Read 2 October 2026, 02:46 UTC, HTTP 200.

“While you don’t need to be certified in order to use prescription drug terms in ads and landing pages, you must be certified in order to keyword-target these terms.”

Restricted drug terms, Google Ads. https://support.google.com/adspolicy/answer/15595717. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

Google's restricted drug terms page allows prescription drug terms in ads and landing pages without certification and requires certification to keyword-target them, and its monitored list names androgel, testim, delatestryl and depo-testosterone; Meta's line gives testosterone boosters as its example and says nothing about prescription therapy. We infer: a hormone clinic's ads sit inside Google's Health sensitive interest category for targeting purposes.

LegitScript Healthcare Certification

A third-party certification that LegitScript's page says is trusted by Google, Meta, Microsoft, TikTok and others, earned by meeting its standards, the first of which is adequate licensing for the services offered in the jurisdictions served.

The page, in its own words

“To earn and maintain LegitScript Healthcare Certification, your business must meet the following standards: 1. Licensure & Business Registration Merchants must be adequately licensed for the services they offer and in the jurisdictions they serve.”

Healthcare Certification: Operate Safely Online, LegitScript. https://www.legitscript.com/certification/healthcare-certification/. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

“LegitScript Certification is trusted by Google, Meta, Microsoft, TikTok, LinkedIn, Netflix, Nextdoor, Yahoo, Visa, and Mastercard.”

Healthcare Certification: Operate Safely Online, LegitScript. https://www.legitscript.com/certification/healthcare-certification/. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The page describes a five-step process ending in an expert review against its standards, and says certification helps a business demonstrate legitimacy and advertise on platforms like Google and Meta. For what each platform itself requires, see the certification, authorization and preapproval entries.

Medical spa (med spa)

A business offering medical aesthetic treatments under licensed professionals; LegitScript's page lists injectables, dermal fillers, hormone therapy, weight loss and prescription-strength skin care among the treatments for which such a business may qualify for its certification, and Meta's Health and Wellness standard lists injectable treatments and dermal fillers among cosmetic procedures whose ads must target adults (working definition, PELORA).

Context from the pages read

“You process card-not-present transactions for medical aesthetic treatments that involve licensed healthcare professionals, such as injectables, dermal fillers, hormone therapy, weight loss, or prescription-strength skin care.”

Healthcare Certification: Operate Safely Online, LegitScript. https://www.legitscript.com/certification/healthcare-certification/. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

“Ads promoting or marketing cosmetic products, procedures or surgeries, must be targeted to people at least 18 years or older. [...] skin rejuvenation treatments, injectable treatments, chemical peels”

Health and Wellness (Advertising Standards), Meta. https://transparency.meta.com/policies/ad-standards/restricted-goods-services/health-wellness/. Page states: change log entries dated Jul 22, 2026 and Dec 26, 2024, as displayed in US Pacific time. Read 2 October 2026, 02:43 UTC, HTTP 200.

What it means for an advertiser

LegitScript's page frames certification as something a medical spa may qualify for when it processes card-not-present transactions for those treatments, and Meta's standard requires ads for cosmetic procedures to target people 18 or older. We infer: a medical spa's ads are read under the cosmetic lines for aesthetics and under the prescription drug lines for any prescription product they name.

Peptide therapy

A class of products sold by clinics and telehealth brands under the name peptide therapy; the word peptide appears on none of the Google, Meta or Microsoft policy pages saved for this glossary, and which rules a platform applies to a peptide ad is unknown to this glossary (working definition, PELORA).

Context from the pages read

“The Peptide Boom: Why So Many Popular Products Are Still Off-Limits”

Healthcare Certification: Operate Safely Online, LegitScript. https://www.legitscript.com/certification/healthcare-certification/. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

What it means for an advertiser

The only saved page that uses the word is LegitScript's, in the title of an article we did not read. We infer: with no named line, a review would fall back on the general rules, such as Google's unapproved substances and restricted drug terms, Meta's prescription drug authorization and Microsoft's preapproval, but no saved page says so.

PRP (platelet rich plasma)

Platelet rich plasma, a treatment Google's policy text names as a cell or gene therapy example that is not allowed, and that is not named on the Meta or Microsoft pages saved for this glossary.

The page, in its own words

“Stem cell therapy [...] Platelet rich plasma, also referred to as PRP therapies”

Speculative and experimental medical treatment, cell therapies, and gene therapies, Google Ads. https://support.google.com/adspolicy/answer/15596627. Page states: undated (the page shows no date). Read 2 October 2026, 02:32 UTC, HTTP 200.

“Stem cell therapy, cellular (non-stem) therapy, gene therapy, and similar forms of regenerative medicine, platelet rich plasma, biohacking”

Update to Healthcare and medicines policy (October 2019), Google Ads. https://support.google.com/adspolicy/answer/9396731. Page states: the entry is headed October 2019 and the page says it was posted in September 2019. Read 2 October 2026, 02:51 UTC, HTTP 200.

What it means for an advertiser

Google's policy page names it among the cell or gene therapy examples that are not allowed, and Google's October 2019 change-log entry lists it among the treatments that change covered. The FDA statements on this page are about stem cells and exosomes, not PRP, and we make no FDA claim about PRP here.

Telehealth or telemedicine provider

A business that, in LegitScript's description, provides remote clinical services through licensed healthcare professionals, including diagnosis, treatment and prescribing, and that Google's restricted drug terms page names among the business types that need certification.

The page, in its own words

“You provide remote clinical services through licensed healthcare professionals, including diagnosis, treatment, and prescribing medications.”

Healthcare Certification: Operate Safely Online, LegitScript. https://www.legitscript.com/certification/healthcare-certification/. Page states: undated (the page shows no date). Read 2 October 2026, 15:03 UTC, HTTP 200.

“Certification is also required for certain business types, like online pharmacies, telemedicine providers, and pharmaceutical manufacturers.”

Restricted drug terms, Google Ads. https://support.google.com/adspolicy/answer/15595717. Page states: undated (the page shows no date). Read 2 October 2026, 02:34 UTC, HTTP 200.

What it means for an advertiser

Google's page requires certification for telemedicine providers and says not to apply for a category that does not match your business model. Whether an in-person clinic with online booking counts as a telemedicine provider is not addressed on any page read for this glossary (unknown).