Announcement: Upcoming Meta Restrictions on Certain Custom Audiences and Custom Conversions (7/17/25)
Meta is implementing new restrictions on custom audiences and conversions starting September 2, 2025, to prevent the use of data that suggests health conditions or financial status. These changes may impact campaign performance if flagged data is used.
Beginning September 2, Meta will roll out proactive restrictions on custom audiences and conversions that include non-permitted attributes — including indicators of:
Health conditions (e.g., “arthritis,” “diabetes”)
Financial status (e.g., “credit score,” “high income”)
Flagged audiences and conversions:
Will be blocked from use in new campaigns
Custom audiences will not receive new users
Custom conversions will stop receiving new conversion data
May cause reduced delivery and performance in ongoing campaign (but Meta will not pause your campaigns)
Starting the week of July 15, 2025, Meta will send emails and in-product alerts about this policy update. We’ll also keep you informed with updates as they become available.