Why Asian wellness brands get their Meta ads rejected in the US.

1. Check what the ad implies about the viewer

Review hooks, subtitles, thumbnails, and creator scripts. Replace wording that assumes the viewer has a health condition or encourages negative self-perception. For example, a substantiated cosmetic message such as “A lightweight moisturizer for daily use” avoids assuming the viewer has eczema. Eligibility still depends on the complete ad and destination.

2. Separate cosmetic and medical claims

The FDA explains that intended use can affect how a product is classified. A claim to treat or prevent disease can turn cosmetic positioning into a drug claim. Flag wording such as “treats eczema” or “heals acne” for qualified review before using it in an ad or on the product page. Changing only the headline leaves the rest of the destination in review.

3. Match each claim to evidence

Create a ledger with the exact proposed wording, where it appears, the evidence for that product and claim, and who approved it. Include implied claims from demos, before-and-after visuals, and testimonials. FTC guidance addresses both express and implied health claims. Escalate claims without adequate evidence.

4. Run a full preflight before submission

1. Review category and channel eligibility before paying to produce creatives.
2. Compare the ad, creator script, landing page, and product feed for consistent claims.
3. Check image crops and captions for implied promises, and document supporting evidence.
4. Record the rejection reason and the specific change before resubmitting or requesting review.

These examples are screening guidance. Meta makes the final ad-review decision, and brands should get qualified advice on product classification and claim substantiation.

Official references

• Meta Advertising Standards
• FDA cosmetics labeling claims
• FTC Health Products Compliance Guidance
• Google Merchant Center healthcare policies