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October 30.2025

2 Minutes Read

Navigating New Restrictions on Custom and Lookalike Audiences for Facebook Marketers

Casual explanation of Custom and Lookalike Audiences Restrictions by a man in a pink shirt and blue cap.

Understanding New Restrictions on Custom and Lookalike Audiences

For Facebook marketers navigating the dynamic landscape of online advertising, it's essential to remain informed about the evolving regulations surrounding custom and lookalike audiences. Recently, Meta announced significant restrictions, effective September 2, 2025, that will impact how advertisers can use these powerful tools.

The Nature of Restrictions

Meta's recent guidelines make it clear that custom audiences suggesting specific health conditions—like 'arthritis' or 'diabetes'—or certain financial statuses—like 'credit score' or 'high income'—will now be flagged. This means that marketers cannot create ads targeting these audiences, which could lead to lost opportunities for both health and finance-related campaigns.

Potential Ways Around It

While the instinct may be to find ways to circumvent these rules—perhaps by altering the names of audiences—it’s crucial to stress that attempting to outsmart Meta's systems can lead to severe penalties, including account bans. Compliance is the best route forward.

Why This Matters to Marketers

Staying aware of these changes can dramatically affect how marketers strategize. Understanding these restrictions will enable Facebook marketers to adjust their audience targeting methods and create more compliant advertising campaigns. It’s not just about compliance; it's about crafting effective strategies that respect the platform's guidelines while still reaching prospective customers.

Marketers need to adapt quickly and effectively. As new opportunities arise, balanced knowledge of what's permissible will allow them to maintain an edge in their advertising efforts. By aligning with Meta's policies, advertisers can build trust and strengthen their campaigns over time.

Your advertising journey starts with informed choices. Learn How to Invest Smarter—Free Info, No Obligation, Nationwide Support.

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Navigating New Restrictions on Custom and Lookalike Audiences for Facebook Marketers

Understanding New Restrictions on Custom and Lookalike Audiences

The Nature of Restrictions

Potential Ways Around It

Why This Matters to Marketers

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