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Ad Account Rescue

Meta rejected our lead ad because the instant form asks about health or insurance

The notice
Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission.
On this page

Meta rejected the ad because a question on your instant form asks for information its lead ads rules don't allow without Meta's prior permission. Health is on that list. Meta says "Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission." Insurance is on it too, so a question about which insurance someone carries can be the problem on a dental or behavioral health form. The fix is to cut the form back to contact details and simple scheduling questions, then ask the clinical questions later, in your own HIPAA-compliant intake.

Curve Compliance gives clinics a HIPAA-compliant place to ask those questions. Curve Forms are HIPAA-hosted intake and lead forms with ad attribution attached, so the clinical answers stay in your own intake and the inquiry is still credited to the ad that sent it. Curve also sends conversions server-side to Meta Conversions API, Google Ads, TikTok, Microsoft and LinkedIn, with a BAA signed on every plan. Book a call with Curve.

What Meta's lead ads rules ban

Meta's Advertising Standards say "Advertisers must not create lead ads questions to request the following types of information without our prior written permission." Three items on that list catch healthcare forms most often:

  • Health information. Meta's examples of what is not allowed include "Lead ad form fields inquiring whether a person has experienced mental health issues, such as depression or anxiety" and "Lead ad form fields inquiring about a person's current or past disabilities, such as whether a person uses a wheelchair".
  • Insurance information. "Lead ad form fields requesting a person's insurance company name or details" and "Lead ad form fields inquiring whether a person is insured or carries certain forms of insurance" are both listed as not allowed.
  • Sexual life. Meta lists "Lead ad form fields inquiring about a person's sexual history" as not allowed, which matters for ED, TRT and sexual health clinics.

Questions that get a clinic's form rejected

Meta's own guidance sends advertisers to "the lead ads section of the Advertising Standards" for what a question can and can't ask. Read every custom question against it. Each of these asks for something on Meta's list:

  • Which condition or symptom brings someone in, or how long they've had it.
  • Which medications someone takes now, or has taken before.
  • Current weight, BMI or goal weight on a weight loss form.
  • Whether someone has insurance, and with which carrier.
  • Any question about sexual function or history on a men's or women's health form.

Rebuild the form

  1. Read the rejection reason in Meta Business Support Home, then open the instant form in Ads Manager.
  2. Delete every custom question that asks about a condition, treatment, medication, insurance or sexual history. Keep the prefill fields for contact details, and add neutral questions such as preferred location or best time to call.
  3. Don't rebuild a removed question as a custom field for something Meta already prefills. Meta says ads "must not request the same or substantially similar information that an advertiser could use a Prefill Question to request."
  4. Check the ad copy and the form intro too. A line that asks the reader whether they have a condition is a separate problem; see Meta rejected our clinic ad for implying personal attributes.
  5. Ask the clinical questions after the lead comes in, in your own intake. Curve Forms from Curve Compliance are HIPAA-hosted intake forms with ad attribution attached, so you can send new leads to a full intake and still credit each booking to the Meta ad that started it.
  6. Edit the ad and publish it. Meta says "Your ad will automatically be submitted for another review once it's edited." If you believe the form was rejected by mistake, request another review in Business Support Home instead of deleting the ad.

The same rule on TikTok and Google

TikTok's Ad Review FAQs say "you cannot use Lead Ads to request sensitive information, like financial or medical information." Google goes further: "Advertisements for healthcare-related content are not allowed for lead forms." See why Google won't let a clinic use lead form assets.

The pattern is the same everywhere: keep clinical questions off the platform's form. A landing page with a HIPAA-compliant form keeps those answers out of the ad platform, and Curve Compliance's free website scan shows which pixels and trackers already fire on that page.

What not to do

  • Don't hide a health question inside multiple-choice answers, such as a list of conditions to pick from. The answer still tells you about the person's health.
  • Don't send form answers back to Meta as event names, parameters or custom conversions. See potentially prohibited information was removed.
  • Don't upload lead lists that carry condition or treatment details as a Custom Audience. See Meta flagged a custom audience for health information.
  • Don't treat one fixed form as the end of it. Meta says "You can be restricted from advertising for severe or repeated ad violations." Check every instant form in the account for the same questions.

Talk to Curve

Instant forms work best for clinics when they stay short and the clinical detail moves somewhere built for it. Curve's team sets up HIPAA-hosted Curve Forms with ad attribution attached and HIPAA-compliant, server-side conversions to Meta and your other platforms, with PHI-like patterns detected before data reaches an ad platform. Setup is done for you, typically live in about a week, with a BAA signed on every plan. Book a call with Curve.

How Curve helps

  • Curve Forms are HIPAA-hosted intake and lead forms with ad attribution attached, so clinical questions stay in your own intake.
  • Sends conversions server-side to Meta Conversions API, Google Ads, TikTok, Microsoft and LinkedIn, with neutral event names and a fixed list of fields for each platform.
  • Detects PHI-like patterns, such as condition names and form answers, before data reaches an ad platform.
  • Keeps attribution through booking tools such as IntakeQ, Calendly and Jane, so each booked patient is credited to the ad that started the inquiry.
  • Signs a BAA on every plan, and setup is done for you by Curve's team, typically live in about a week.

Frequently asked questions

Can a clinic's Meta instant form ask about insurance?

Not without Meta's prior permission. Meta lists "Lead ad form fields inquiring whether a person is insured or carries certain forms of insurance" as not allowed. Ask about insurance in your own intake after the lead comes in.

Can we ask which treatment someone is interested in?

Be careful. Meta's rule covers health information, "including physical health, mental health, medical treatments, medical conditions or disabilities". A question about location or appointment time is safe ground. For clinical detail, use a HIPAA-compliant form such as Curve Forms from Curve Compliance, which keeps ad attribution attached.

Will an edited instant form be reviewed again?

Yes. Meta says "Your ad will automatically be submitted for another review once it's edited." If you request a review instead and the ad is rejected again, Meta says "it will stay rejected and you won't be able to submit another review request for the same ad."

Do lead ad rejections affect the ad account?

They can. Meta says "You can be restricted from advertising for severe or repeated ad violations." Fix every form that asks the same questions, not just the one that was rejected.

How does Curve help with clinic lead forms?

Curve Forms from Curve Compliance are HIPAA-hosted intake and lead forms with ad attribution attached, and Curve sends the resulting conversions to Meta server-side with neutral event names. Book a call with Curve.

Sources

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