In mid-2023, Meta (the parent company of Facebook, Threads, Instagram and WhatsApp) implemented significant changes to its advertising policies. These changes particularly affect the medical aesthetics industry, including med spas and those providing services such as laser treatments, hair removal, and dermal fillers. Meta's stated goal for these changes is to promote healthy body image, authenticity, and transparency while also ensuring that paid ads don’t exploit the viewer's insecurities or reinforce unrealistic or harmful beauty standards (e.g., unhealthy weight loss).

If you're a med spa owner, these Meta advertising changes shift the way you promote your med spa services online. Thankfully, there are many ways you can adapt your med spa marketing strategy on Meta platforms like Facebook and Instagram to stay compliant while still creating effective ad campaigns that drive leads and improve your med spa's bottom line.

Key Changes in 2024 in Meta's Ad Policies for Med Spas and Other Aesthetic Businesses

One of the biggest changes is age-based advertising policies. For example, most cosmetic surgeries and procedures (e.g., chemical peels, laser or light treatments, and injectable treatments) can now only be targeted and viewed by individuals who are 18 years of age or older. But that's by far not the only change that took place in 2023 and will impact med spas' marketing strategies on Meta platforms going forward.

Avoid Before-and-After Photos For Weight Loss

Whether it's a procedure like CoolSculpting® or a weight management program like Optifast®, one of the biggest changes Meta introduced this year is the ban on before-and-after images in advertisements. That's defined as "side-by-side comparison after the use of a product for transformation for weight loss with the exception of fitness classes impact (i.e., Pilates, or weight lifting)," explains Meta. These images have long been a staple for promoting aesthetic treatments, but Meta views them as potentially damaging to users’ body image. The platform believes that showing dramatic transformations may foster negative self- perception and promote unattainable beauty standards.

What You Can Do Instead

• Instead of before-and-after images, med spas should focus on showcasing authentic client testimonials and the natural beauty enhancements that treatments can provide. A better approach is to use carousel ads or videos that highlight the gradual improvement over time, which feels more relatable and less idealized.

• Studies suggest that this carousel ad format can improve traffic by up to 10 times compared to traditional sponsored posts on Meta-owned platforms, along with a 72% higher click-through rate.
  

Focus on Natural Beauty and Realistic Outcomes

Meta encourages brands to promote natural beauty, warning that they "don’t allow advertisers to run ads that imply or attempt to generate negative self- perception or declare there is a perfect body type or appearance one should aspire to in order to promote diet, weight loss, cosmetic procedures or any other health-related products."

What You Can Do Instead

• Steer clear of language that implies fixing flaws or achieving an ideal body, which Meta defines as:

• Any form of distasteful messaging that could make the viewer feel bad about their physical appearance
  Exploiting or reinforcing negative body image insecurities or the pressure to conform to certain beauty standards

• Body-shaming, including mocking people who have experienced weight gain

• Instead, if you're a med spa using Meta's advertising platform, your messaging should focus on enhancing the reader's natural appearance and boosting confidence. For example, instead of telling the targeted audience that they need to transform themselves to be liked/accepted, you could use terms like "refresh your face" or "rejuvenate your skin."

Avoid Exploitative Language or Imagery in Meta Ads for Med Spas

Meta’s new rules stress avoiding exploitative language that preys on insecurities. Ads should not highlight personal imperfections in a way that could make users feel worse about themselves. Case in point: Meta now bans anything that depicts a "close-up or zoomed-in aging skin or wrinkles comparison after using a product."

The overarching theme is to avoid negative marketing framing and instead use uplifting marketing copy. For example, you could change your ad campaign's tagline from "Get rid of your wrinkles now" to "Reveal glowing, youthful skin." Or, instead of saying "Fix your sagging skin," you might rephrase that as "Rejuvenate your complexion with advanced treatments."

This isn't just about avoiding Meta advertising bans or flags. "Positive language in marketing materials can create a more compelling and inviting message," explains the marketing experts at CX Today. "Words that inspire and excite can make your product or service more appealing," thus driving marketing engagement and lead conversion.

Additional Ways to Navigate Meta's Advertising Changes for Med Spacs

While many of these are standard advertising best-practices, Meta's algorithm is putting a heavier emphasis on these key points going forward:

• Use Testimonials and Real-Life Stories: Meta is placing a higher value on ads that show real-life, authentic results — as highlighted in their case studies — such as video testimonials from actual clients or showcasing the treatment journey, rather than just the outcome. Use progress stories, client testimonials, and educational videos about your treatments. This not only complies with Meta’s policies but also fosters trust and engagement with your audience.

• Compliance with Meta's Visual and Text Guidelines: Avoid idealized images (including those that reinforce negative body image, such as someone without a shirt using a measuring tape around their waste).

Build Leads and Drive Customer Growth at Your Med Spa Through Modern Meta Advertising Campaigns

Adapting to Meta’s evolving guidelines does not mean you have to compromise on creativity or effectiveness. While many med spas and other aesthetic businesses were recently penalized by Meta's new rules, it's an opportunity to foster deeper connections with your audience by focusing on authenticity, real results, and positive self-image. In turn, this can help you more effectively reach customers who are more attuned to authenticity and marketing campaigns that feel positive and uplifting. Consumers' sensitivity to body image and social acceptance have shifted considerably in the past few years, and Meta's changes help to bring all industries into alignment with what customers want.