Meta Custom Audiences and Conversions Restrictions Explained

Meta is rolling out proactive restrictions on custom audiences and custom conversions that imply sensitive attributes. Audiences or conversions referencing health conditions (like "diabetes" or "arthritis") or financial status ("credit score", "high income") will be flagged and blocked from new and ongoing campaigns starting September 2, 2025.

If you run paid social through Sparkforge, audit your audiences and conversions before the deadline. Meta won't pause running campaigns automatically, but flagged items lose delivery and conversion matching over time.

What changes on September 2, 2025

Meta won't stop your existing campaigns, but the impact depends on how flagged items are used.

• Custom audiences: Flagged audiences can't be used for new campaigns. New users won't be added, and existing campaigns referencing them may see reduced delivery.
• Custom conversions: Flagged conversions stop matching. Campaigns optimizing for them stop receiving conversion data, which degrades optimization.

How to resolve flagged custom audiences

Web, Mobile App, Offline, and Customer File audiences

1. Review the audience and remove any non-permitted information.
2. Create a new audience or pick an existing one that doesn't include restricted attributes.

Lookalike audiences

Resolve the underlying seed audience first, or build a new lookalike from a clean source.

Request a review

If you believe an audience was flagged in error, request a review in Ads Manager or Audience Manager when the in-product notification appears.

How to resolve flagged custom conversions

For new campaigns

Create a new custom conversion that doesn't include restricted information, or pick a different existing conversion that's clean.

For existing campaigns

If a running campaign uses a flagged conversion, duplicate the campaign and select a different custom conversion before publishing the duplicate. Once a campaign is published, you can't swap or remove its conversion.

Request a review

If a conversion was flagged in error, submit a review in Ads Manager or Events Manager.

What to do before the deadline

Starting July 15, 2025, Meta sends emails and in-app notifications when audiences or conversions are affected. Use that window to:

• Audit any audience names or conversion event names that reference health, finance, or other protected categories.
• Make sure any audience data you upload to Meta complies with their terms.
• Watch for new operations status fields in the Marketing API that flag impacted audiences, conversions, and ad sets.

Restrictions are enforced on Meta's side, so API calls won't fail outright — flagged items just stop delivering.