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      Advertising supplements on Google and Meta: how to stay approved and still sell

      By Five Million team, 10 October 2026. 2 min read

      Short answer

      To advertise supplements on Google and Meta, keep every product, feed title, ad and landing page inside each platform's health policies, avoid ingredients Google lists as unapproved, and in the UK only use health claims authorised on the GB nutrition and health claims register. Fix wording at the source, then grow repeat orders with subscriptions and email.

      Key points

      • Google restricts some supplement ingredients and many health claims in ads and Shopping.
      • In Great Britain, only authorised health claims on the GB register may be used.
      • Disapprovals usually come from titles, descriptions, images or landing pages, not the product itself.
      • Fix wording in your store so feed syncs do not bring problems back.
      • Repeat orders and subscriptions lower what each new customer costs you.

      Supplements and health products sell well online, but they are some of the hardest products to advertise. Google and Meta both have health policies, and in the UK there are rules on what you can say about food supplements. Most lost sales we see come from disapproved products and rejected ads, not from weak campaigns.

      Know the rules you are working within

      • Google. Its healthcare and medicines policy restricts some supplements and bans products on its unapproved substances list, regardless of claims about legality. That applies to Shopping and Performance Max as well as search ads.
      • Meta. Meta has its own health and wellness ad standards, which cover how products and results can be shown and who ads can be targeted to.
      • UK claims rules. In Great Britain, only the nutrition and health claims authorised on the GB register may be used. "Supports normal immune function" may be allowed for a specific nutrient; "boosts immunity" or "cures fatigue" usually is not.

      This is not legal advice. For anything borderline, ask a regulatory specialist.

      Why products get disapproved

      1. An ingredient Google does not allow. No wording change fixes this, so know your range before you build campaigns.
      2. Claims in the feed. Titles and descriptions often come straight from product pages, including claims the policies do not allow.
      3. Images. Before-and-after shots and body-focused images are a common trigger.
      4. Landing pages. If the page makes stronger claims than the ad, the ad can still be rejected.

      Fix it at the source

      Edit product titles and descriptions in your Shopify, WooCommerce or Magento store, not just in Merchant Center. Otherwise the next feed sync brings the problem back. For the feed, lead with what the product is: brand, form, strength and pack size, for example "Vitamin D3 1000IU, 120 Softgels".

      Grow repeat orders

      Supplements are bought again and again, so repeat customers matter more than in most categories:

      • Offer subscribe and save on core products.
      • Send replenishment emails timed to when a pack runs out.
      • Track profit per customer, not just first-order ROAS, so you know what you can afford to pay for a new customer.

      Get a quote and we will check your feed and ads for policy problems before they cost you sales.

      Questions and answers

      Can I run Google Shopping ads for supplements?

      Many supplements can run on Google Shopping, but some ingredients are restricted or banned. Check your products against Google's healthcare and medicines policy before building campaigns.

      What health claims can I use for supplements in the UK?

      In Great Britain, only the nutrition and health claims authorised on the GB register may be used. Check the exact wording against the register and take specialist advice for anything borderline.

      Why was my supplement ad rejected on Meta?

      Common reasons are claims about health results, before-and-after style images and targeting that the health and wellness standards do not allow. Review the ad and landing page together.

      Sources

      1. Healthcare and medicines, Google Advertising Policies Help
      2. Great Britain nutrition and health claims (NHC) register, GOV.UK
      3. Health and wellness, Meta Transparency Center
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