The quick answer

TL;DR

Pick 100 Creatives if you run paid social for a supplement, functional food or wellness brand and need static and video ad creative written to avoid Meta's banned health claims, with a budget of $4,000 or more per engagement.

  • Every engagement is quoted in writing with a fixed total, from $4,000 to $50,000+.
  • Creative batches come back in 48 hours, and revisions within 48 hours.
  • Copy and imagery are built to avoid Meta's disease-claim and before-and-after restrictions by default, not reviewed for compliance after the fact.
  • Statics, AI video and the product imagery behind them come from one team, without booking a shoot.

Pick something else if you need a full regulatory or legal sign-off on specific health claims (a health-law consultant, not a creative studio), you need OOH, retail point-of-sale or distributor decks for a physical retail rollout (a full-service CPG branding agency), or you need a handful of ads a month and can brief them yourself (a freelancer; see our agency vs freelancer comparison).

What Meta restricts in health ads

Meta's Health and Wellness ad standard, last revised July 22, 2026 according to its change log, allows supplement and wellness ads but restricts what they claim and who sees them (Meta Transparency Center, checked September 2026). Ads for dietary, health, weight loss or weight gain products, including supplements, must target people 18 or older. General food products, protein products and general-wellbeing services such as gyms are exempt from that age rule.

The content rules are short and specific. An ad can't make a claim, even one attributed to a doctor or health organization, to cure, heal or eliminate any disease on Meta's list: diabetes, herpes, thyroid disease, psoriasis, Ebola, cancer, autism, Alzheimer's, Parkinson's, ALS and HIV. Claims about managing symptoms of those conditions fall outside that ban. Weight loss ads can't show a close-up of someone pinching fat, and no ad in the category can attack a person's appearance or body. Meta also bars clickbait, meaning sensational language or a promise of a specific result within a set timeframe without a qualifier.

Some things people assume are banned are allowed for 18+ audiences. A supplement ad can show someone using the product and the effect, as long as it states how long noticeable results took, and cosmetic products can show a before-and-after. The same colostrum, magnesium or probiotic product can run one ad that clears review and another that doesn't, based on wording alone.

What the FTC expects on top of Meta's review

Clearing Meta's ad review is not the same as clearing US advertising law. The Federal Trade Commission's Health Products Compliance Guidance replaced the agency's 1998 dietary supplement advertising guide and covers foods, supplements, over-the-counter drugs, health equipment, diagnostic tests and health apps (FTC.gov, checked September 2026). Advertising must be truthful, and a claim about a health benefit needs competent and reliable scientific evidence behind it before the ad runs. Customer testimonials don't count as that evidence.

This is why a health and wellness ad creative brief needs an answer to "what evidence backs this claim" before a designer opens a layout. Meta's review checks the ad. The FTC's standard applies to the brand regardless of what any platform approves.

What compliant creative looks like

In practice, the ads that clear review and hold up legally share a few habits.

Structure-function language over outcome promises

"Supports gut health" describes a mechanism. "Cures your IBS" is a disease claim Meta and the FTC both restrict. The gap between those two sentences is where most rejected health ads live, and it is closable with a copy pass rather than a redesign.

Ingredient and mechanism storytelling instead of transformation shots

Close-up pinches, scale numbers and side-by-side weight-loss photos are exactly what Meta's policy targets. Ad creative built around the ingredient, the ritual of using the product, or the specific mechanism it claims to support sidesteps that category of rejection entirely, and it tends to photograph better than a stock transformation shot.

Social proof framed as individual results

A customer quote can run, but the FTC guidance says a testimonial reporting results more dramatic than buyers can generally expect is likely deceptive, and a "results not typical" line doesn't fix it. The ad needs a clear disclosure of what a typical customer can expect, or a quote whose result already sits in that range. Picking the quote is a claims decision, so it belongs in the brief, before design.

Health and wellness ad creative for ARMRA colostrum supplement using ingredient-first imagery instead of a transformation claim, a spec concept by 100 Creatives not commissioned by ARMRA
Spec concept for ARMRA, not commissioned by ARMRA. Ingredient-led framing avoids the outcome-claim territory Meta's health policy restricts.
ARMRA colostrum wellness ad creative using a labeled individual customer quote rather than a guaranteed-result claim, a spec concept by 100 Creatives not commissioned by ARMRA
Spec concept for ARMRA, not commissioned by ARMRA. A customer quote used as social proof, chosen so it stays within typical results.

Health and wellness CPG branding agency, or an ad creative studio?

People searching for a health and wellness CPG branding agency usually need one of two different things. A branding agency builds the identity: name, packaging, retail shelf presence, the brand book. An ad creative studio takes an existing brand and turns it into a steady supply of paid social ads. Some agencies do both, and they price accordingly.

100 Creatives is the second kind. If your packaging and identity are settled and the gap is enough Meta, TikTok and Google ads to keep testing, that fits. If you're still deciding what the brand looks like, or you need packaging and retail work for a shelf launch, hire a CPG branding agency first and bring the finished brand to an ad partner after.

What 100 Creatives ships for wellness brands

100 Creatives makes static ad creative for Meta, TikTok and Google, AI video ads art-directed by our team, and the product and lifestyle imagery those ads need, without booking a physical shoot. For health and wellness brands specifically, that means copy and imagery built to the structure-function and individual-results patterns above by default, before the batch reaches Meta's review.

Every engagement starts with a brand and claims intake, covering visual language, ingredient story and any claims your own legal review has already cleared. From there it's a written quote with a fixed total before work starts ($4,000 to $10,000, $10,000 to $25,000, $25,000 to $50,000 or $50,000+), and nothing is charged until you approve it. Creative batches and revisions both come back in 48 hours. Sizes and safe zones for feed and Stories are covered in static ads for Meta. See the full breakdown on ad creative agency pricing, or how volume scales by spend on how many ad creatives you need.

What 100 Creatives does not do is legal or regulatory sign-off. We write and design to the public patterns in Meta's ad standards and the FTC's guidance, which is different from a compliance attorney confirming your specific claim is substantiated. If you're making a claim beyond a well-worn structure-function statement, get that confirmed before the ad goes to production, not after it's rejected or, worse, after it runs.

Which should you buy?

Choose 100 Creatives

DTC supplement or wellness brand

Running paid social on Meta or TikTok and need statics and video written to avoid common health-claim rejections, without adding headcount.

Choose a health-law consultant

Making a specific health claim

Need a named claim substantiated with scientific evidence before it goes anywhere near an ad. That's a legal review, not a creative one.

Choose a full-service CPG agency

Retail and OOH rollout

Need point-of-sale, distributor decks or out-of-home for a physical retail launch. That's outside what a paid-social creative partner ships.

Choose a freelancer

Low, occasional volume

Need a handful of ads a month and can write and brief the compliance angle yourself. See our agency vs freelancer comparison.

Frequently asked questions

Is 100 Creatives a health and wellness CPG branding agency?
No. 100 Creatives is an ad creative studio: it makes static ads for Meta, TikTok and Google, AI video ads and the product imagery behind them for brands whose identity and packaging already exist. If you need a new brand identity, packaging or retail shelf work, hire a CPG branding agency first, then bring the finished brand to an ad creative partner.
What can't health and wellness ads say on Meta?
Meta's Health and Wellness ad standard bars claims to cure, heal or eliminate listed diseases such as diabetes, cancer and Alzheimer's, close-ups of someone pinching fat, statements attacking a person's appearance, and promises of a specific result in a set timeframe without a qualifier. Supplement and weight loss ads must also target people 18 or older (Meta Transparency Center, checked September 2026).
Does 100 Creatives handle FTC or legal compliance review?
No. 100 Creatives writes and designs to the public patterns in Meta's ad standards and the FTC's Health Products Compliance Guidance, avoiding disease claims and unsubstantiated outcome promises by default. That is not a substitute for your own legal or regulatory review, and brands making specific health claims should have counsel confirm substantiation before launch.
Can you make video ads for health and wellness brands, not just static?
Yes. AI video ads are one of the three things 100 Creatives makes, alongside static ad creative and product photography. Statics are the cheaper way to test which claims-safe angle works, so a common plan is to test angles as statics first and turn the winner into video. The same claim rules apply to both formats.
How much does health and wellness ad creative cost?
Every 100 Creatives engagement gets a written quote with a fixed total before work starts, in ranges of $4,000 to $10,000, $10,000 to $25,000, $25,000 to $50,000 and $50,000+, the same bands used across all verticals. Nothing is charged until the quote is approved.
Which health and wellness brands has 100 Creatives worked with?
Most client work is under NDA, so the portfolio shows spec work. The colostrum supplement concepts on this page are a spec concept for ARMRA, not commissioned by ARMRA.