by Tod Maffin and Steph Gunn
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Big changes are on the horizon for Meta advertisers in the New Year.
Foxwell Digital reports that starting in early 2025, Meta will tighten restrictions for certain categories of websites and apps using its Business Tools. The goal? To categorize data sources more strictly, limit data sharing for sensitive topics, and enforce compliance with Meta's terms.
Advertisers have already started receiving notifications outlining these updates.
What’s Changing?
Meta plans to categorize data sources (websites and apps) into topics like health & wellness, financial services, and politics. Advertisers flagged in these categories could face major restrictions, including:
Restricted Data Sharing: Partial or complete limitations in data sharing.
CAPI Shutdown: Meta’s Conversions API (CAPI) will stop working for restricted brands.
Event Removal: All events from categorized websites/apps will not be shared with Meta or will be removed if sent server-side.
Meta warns these restrictions could impact your campaign performance, depending on how you are currently using standard events.
How Will You Know If You’re Affected?
Meta will notify impacted advertisers via email, Ads Manager, and Events Manager.
Where to Check: If flagged, advertisers can find the categorization under Pixels > Manage Data Source Category in Events Manager.
For example, if you’re in the health and wellness category, it will appear there.
If categorized, you won’t be able to run lower-funnel conversion events—anything below video views—starting in January 2025.
Got Flagged? Here’s What to Do
If you think your categorization is wrong, file an appeal immediately. Appeals take about 3–7 days, but if rejected, you’ll need to wait 30 days to try again.
If you’ve been flagged, Meta will notify you in early December 2024 with details on why. At that point, you can update your website and ad copy to address the issues and submit an appeal to lift the restrictions.
Action Plan for Ad Buyers
If your brand falls into one of Meta's categories, Foxwell Digital recommends taking the following steps:
Check if You're Affected
Meta’s definitions for sensitive categories include:
Health & Wellness: Related to medical conditions, health statuses, or patient/provider relationships (e.g., a wellness tracker for depression). According to a meta rep, most health supplement brands won't be affected, unless it is a prescription or for a specific disease, etc.
Financial Services: Involves providing financial tools, consultations/and or services, and consumer credit reports.
Politics: Associated with political parties, positions, or topics.
Other Topics: Content about race, religion, sexuality, gender identity, or topics violating Meta’s Community Standards.
Meta notes that this list may change over time.
Review Categorization in Events Manager
Make sure your data sources are categorized correctly. If miscategorized, request a review immediately.
Rethink Your Campaign Strategies
Shift to upper-funnel objectives like awareness, engagement, or traffic to work around restrictions.
Consider alternative standard events to replace restricted ones like Landing Page Views, ViewContent, or App Installs.
🎯 The Bottom Line
Meta’s legal troubles over false or misleading advertising claims likely spurred this move. With a rise in class-action lawsuits against consumer goods brands, the report notes that Meta seems to be shielding itself from liability.
While the intentions may be to boost transparency, the change poses a significant threat to affected categories and brands relying on direct-response and conversion-based advertising.
Today’s Other News
Social Media
Where Do Major Social Platforms Stand on External Links?
Which platforms penalize or limit links in posts to keep users from leaving their apps? more
Facebook doesn’t directly penalize link posts, but has reduced their prevalence, favouring content like Reels.
Instagram doesn’t allow links in captions but lets users share them in Stories, with limited reach to followers
Threads doesn’t limit link reach, despite user speculation
X (formerly Twitter) actively reduces the reach of posts with external links
TikTok's Holiday Marketing Tips
TikTok has shared some holiday marketing tips, saying that 3 out of 4 of its users feel more connected to brands they engage with on the platform compared to other apps. To capitalize on this, TikTok recommends a 3-step approach for shoppable content: create a hook, use product validators, and include a call to action. TikTok also provided insights into popular ad formats and how to integrate generative AI tools into your ad creation process. more
🎯 Don’t overthink: TikTok’s best performing creative remains very simple, basic video. Video ads shot in one take on a basic smartphone do surprisingly well.
Threads Testing “Following” as the Default Feed
Threads is now testing a feature that lets users choose their default feed when opening the app. Mark Zuckerberg announced that users will be able to select from the For You, Following, or any custom feed that they've set up. He added that Threads will also make different feed options “more visible” in the app. more
Tech & Policy
DOJ’S Google Breakup Plan Could Backfire
The U.S. Department of Justice's proposed remedies to break up Google's monopoly could cause unintended consequences, particularly for smaller companies and the broader tech ecosystem. Some analysts say a more balanced approach is needed—one that addresses Google’s dominance while ensuring fair competition across all platforms, protecting open web development, and preventing self-preferencing, rather than just targeting Google. more
Blue Yonder Hit by Ransomware
A ransomware attack that started last week on Blue Yonder, a key supply chain tech provider for more than 3,000 retailers worldwide, has caused some big disruptions. The company, which supplies AI-driven supply chain tools to brands like Starbucks, Gap, and Nestlé, is still working with cybersecurity experts to recover, while some customers report issues with employee payments and store operations. more
Advertising
TikTok Smart+ or Not?
TikTok’s Smart+ tool, which lets AI optimize creative and target ads, has yielded mixed results after nearly two months of testing, especially compared to Meta’s Advantage+ Shopping Campaigns. While some D2C brands saw a 10% boost in conversions, others flagged inconsistent performance and even pulled their campaigns. Advertisers have reported that the lack of detailed revenue data, beyond basic metrics like impressions and conversions, has made it difficult to assess the tool's true effectiveness. more
🎯 Comparing platforms isn’t always apples-to-apples. Differences in audience makeup and creative formats can make it challenging to compare.
Snapchat’s Inbox Gets Flooded with Ads
Snapchat’s new inbox DM ads, called “Sponsored Snaps”, are taking over users' inboxes, with the first three slots now filled by promotions instead of DMs. These include ads for Snapchat+, Snap’s AI chatbot, and a “Moana 2” promotion through Disney. With nine slots displayed in total, a third of the inbox is now dedicated to Snap’s own promotions and features. more
🎯 As ad slots increase, keep an eye on your ad performance. Users might start spending less time on the app which would affect reach.
Google Updates
Search Volatility Returns
Google Search is experiencing renewed volatility just as the November 2024 Core Update nears completion. The update, which started rolling out a couple of weeks ago, saw moderate changes initially, followed by a quieter second week, but now significant ranking fluctuations have returned just before Thanksgiving. more
🎯 If your brand gets a lot of traffic from Google, it’s worth considering a dedicated SEO monitoring tool like Moz or Semrush.
Maps Ditched in Europe
Google is testing changes to comply with the Digital Markets Act in Europe, aimed at benefiting smaller retailers, airlines, and hotel operators. The test will remove certain hotel features, including maps and property information, in favour of showing links to individual websites. more
Shipping Settings Moved to Merchant Center
Google appears to be removing the shipping and return policy settings from Google Search Console, directing users to manage these features directly in Google Merchant Center. A notification has appeared in Search Console stating that the setting will disappear in 30 days. more
Google Shopping Ads Now Top Lens Results
Google Lens is now offering more detailed product insights through visual searches. Lens can now provide store-specific product information, including price comparisons, in-stock availability, and shopper reviews. Google shopping ads will now display at the top of search results, with ads tailored to match the photographed or shown product. more
Google Ads Console Faces Latency Glitch
Google confirmed latency and slowness issues with the Google Ads console yesterday. The issues started yesterday afternoon and have since been resolved. more
🎁 Everyone who guesses will be entered in our monthly draw for a full year of our Premium Newsletter free!
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