January 2025

Facebook is tightening its data-sharing policies, particularly for sensitive industries like healthcare, in response to increasing privacy concerns and regulatory pressures, such as GDPR and HIPAA. These changes are designed to enhance user privacy and limit the use of personal health data for advertising purposes.

Key Policy Changes

  1. Custom Audience Restrictions: Businesses can no longer upload customer data derived from sensitive information, such as patient records, to create custom audiences for targeted ads. 

  2. Transparency and Consent: Advertisers are now required to prove that they have obtained explicit user consent before using any data for ad targeting.

  3. Limited Retargeting: Retargeting ads based on users’ visits to health-related websites or interactions with Facebook posts is also restricted. This makes it harder to nurture leads who have shown prior interest in your services.

Challenges and Adaptations

These restrictions mean healthcare businesses need to rethink their marketing strategies. Practices that previously relied on advanced targeting must shift toward ethical, privacy-focused approaches.

How to Adapt

  • Content Marketing: Create valuable, educational content to organically attract and engage your audience.

  • Community Engagement: Use Facebook groups to foster discussions and trust among patients.

  • First-Party Data: Collect consented data directly through opt-in forms on your website or at your practice.


While Facebook’s tighter policies may complicate marketing efforts, they encourage more ethical practices and provide an opportunity to build trust with patients. By focusing on privacy-compliant strategies, healthcare businesses can adapt and thrive in this changing digital landscape.