What Do Meta and Google See When They Scan Your Website? And Why This Can Block Your Ads
Content
Meta and Google have moved beyond reviewing just your ad content – they now analyze every aspect of your website, from page titles to footer text. Their advanced algorithms utilize multiple technologies, including:
- OCR (Optical Character Recognition) to read text embedded in images and banners.
- NLP (Natural Language Processing) to interpret the meaning of text and identify health claims or exaggerations.
- Image recognition to detect prohibited visuals such as “before and after” photos.
- Web crawlers that scan your entire website, including pages not directly linked to your ads.
The consequence? Even a single word in a blog post or a missing policy page in your footer can result in your entire ad campaign being blocked, regardless of how well-crafted the ad itself is.
1. Claims in Text – What Algorithms Actually Look For
Platforms check:
The algorithms scrutinize various website elements, including headlines (H1, H2), product descriptions, bullet points, and call-to-actions (CTAs). They also examine blog articles, frequently asked questions (FAQs), and even the alt-text on images. Particular attention is paid to the language used to describe product effects, encompassing customer comments and reviews. The system flags any medical claims, absolute results, or misleading information that may violate platform policies.
Important: Algorithms don’t only look at context, but also specific keywords in HTML code – even hidden sections.
| Risky Phrase Type | Example | Why It's a Problem |
|---|---|---|
| Medical claim | “Cures insomnia” | Sounds like a treatment promise without proof. |
| Absolute promise | “Lose 5 kg in a week” | Violates policies for realistic results. |
| Absolute guarantee | “100% safe” | Impossible to prove for everyone. |
| Diagnostic term | “Eliminates anxiety” | Related to mental health treatment. |
Safe Alternatives
| Original Phrase | Meta-friendly Alternative | Google-friendly Alternative |
|---|---|---|
| “Cures insomnia” | “Supports evening relaxation” | “Ingredients traditionally linked to better sleep” |
| “Lose 5 kg in a week” | “Supports healthy weight maintenance” | “Metabolic support formula” |
| “100% safe” | “Produced in GMP-certified facility” | “Ingredients with a proven history of safe use” |
| “Eliminates anxiety” | “Supports a sense of calm” | “Formulated to support emotional balance” |
Differences Between Meta and Google in Claim Evaluation
| Common Omission | Consequence |
|---|---|
| Missing Privacy Policy | Meta lowers trust score; Google blocks ads |
| Missing Terms & Conditions | Google views business as unprofessional |
| Missing Disclaimer | Meta may interpret claims as unproven |
| No GDPR Cookie Consent | Meta Pixel and Google Ads tracking fail |
| Company data mismatch | The Google Ads account may be suspended |
Required Footer Elements
| Element | Minimum Content | Note |
|---|---|---|
| Privacy Policy | Description of collected data, purposes, and retention | Link visible in footer |
| Terms & Conditions | Purchase, delivery, and return policies | Include company details |
| Disclaimer | Statement that the product is not medicinal; results may vary | Especially important for supplements |
| Cookie Consent | User choice for functional, statistical, and marketing cookies | GDPR-compliant banner |
| Contact Page | Company name, address, phone, email | Matches public records |
Platform Requirements
| Platform | Requirements |
|---|---|
| Meta | Minimum Privacy Policy and Cookie Consent; disclaimer for health claims; working visible links |
| Mandatory Privacy Policy and Terms; visible contact details; no tolerance for missing trust elements |
Footer Optimization
Ensure your website includes clear links to the Privacy Policy, Terms & Conditions, and Disclaimer pages. Implement a cookie consent banner that allows users to manage marketing cookie preferences. Verify that all company information is up-to-date and publicly verifiable. Provide contact details that are easily accessible, going beyond just a contact form to include phone numbers and physical addresses. Finally, make sure all links are functional and reside on the same domain to maintain user trust and comply with platform requirements.
3. Product Ingredients – The Hidden Trigger for Blocks
The algorithms crawl your entire website, including product pages, blog posts, FAQs, PDF documents, and image alt texts. They detect ingredient names and cross-reference them against internal “blacklists” of banned or high-risk substances. Additionally, the system assesses the context to determine whether the ingredient is presented as an active component or is simply mentioned, which influences the level of scrutiny applied.
A. Red List (High Risk)
| Red List (High Risk) | Reason for Block | Platforms |
|---|---|---|
| CBD (Cannabidiol) | Regardless of legal status in the country | Meta, Google, Amazon |
| DMAA | Classified as a dangerous stimulant | Meta, Google |
| Yohimbine | Considered medicinal with risky effects | Meta, Google |
| DHEA | Hormonal precursor, regulated as a medicine | Meta, Google |
| SARMs | Banned due to hormonal action | Meta, Google |
| Ephedra / Ephedrine | High-risk stimulants | Meta, Google |
| HGH derivatives | Hormone-regulated substances | Meta, Google |
B. Yellow List (Grey Zone)
| Yellow List (Grey Zone) | Conditions for Use | Risk Level |
|---|---|---|
| Caffeine (high doses) | Avoid “fat burner” claims | Medium |
| Ashwagandha | Use cautious language like “supports” | Low |
| Maca | Avoid linking to testosterone | Medium |
| Green coffee | No weight loss promises | Medium |
C. White List (Safe Ingredients)
| White List (Safe Ingredients) | Notes |
|---|---|
| Magnesium | Allowed if no treatment claims |
| Vitamins B, C, D | Standard formulations |
| Omega-3 | Emphasize nutritional, not medical effect |
| Probiotics | Use “supports digestion” |
| Reishi, Shiitake, Maitake | Moderate copywriting |
Helpful to Know
Google Merchant Center has the authority to suspend an entire website if it detects risky words within the HTML code, including in comments or outdated archives. While Meta is generally more flexible, it proactively blocks ads containing substances like CBD, SARMs, and DMAA, regardless of the surrounding context. Moreover, both platforms employ OCR technology to scan images for ingredient names, ensuring that prohibited substances are detected even when embedded visually.
Recommendations
To maintain compliance, remove or edit all mentions of red list ingredients across your entire website, including in older blog posts and archived content. For ingredients on the yellow list, adopt cautious language and avoid making any explicit promises or guarantees. When dealing with white list ingredients, ensure your claims remain moderate and well-balanced, focusing on general benefits without overstating effects.
4. Ad-to-Site Mismatch (Post-click Experience)
What actually happens:
Meta and Google continue to review your ads even after initial approval. Once a user clicks on an ad, their systems crawl the landing page – and often the entire website – to ensure the content aligns with the ad’s messaging. If they detect any mismatches, the algorithm classifies this as a “Misleading Post-click Experience,” which can lead to consequences such as:
- Blocking the ad
- Lowering the ad’s quality score
- Reducing the budget allocation for your campaign
| Typical Mismatch Scenario | Why It's Risky |
|---|---|
| Ad: “Supports evening relaxation” | Landing: “Eliminates insomnia forever” – absolute medical promise |
| Ad: “Vitamin formula for an active day” | Landing: “Boosts focus by 300%” – absolute unproven claim |
| Ad: “Limited offer” | Landing: “Last chance – buy now” + 1-hour countdown – aggressive FOMO not in ad |
| No promo in ad | Landing with “Only today: -50%” – misleading offer |
| No before/after images in ad | Landing with before/after photos – prohibited visual format |
How platforms detect mismatches:
The review process includes text comparison, utilizing synonym detection and semantic analysis to identify inconsistencies. It also employs OCR technology to read any text embedded within images, photos, or banners. Additionally, user-generated content (UGC) such as customer comments and video reviews is scanned for potentially risky claims. Even hidden content, including pop-ups or concealed HTML sections containing offers, is thoroughly checked to ensure compliance with platform policies.
How to maintain consistency:
Ensure that the promises made in your ad and landing page share the same tone and strength to maintain message consistency. Use moderate copywriting – if your ad employs soft or cautious phrasing, avoid intensifying the tone on the landing page. Actively manage user-generated content (UGC) by reviewing customer comments, especially for any medical claims such as “cured me,” which can trigger compliance issues. When using FOMO elements like timers or limited-quantity alerts, make sure these are also mentioned in the ad to avoid misleading the audience. For products with higher risk profiles, consider implementing pre-landing pages – neutral, safe intermediate pages that introduce users before directing them to detailed product information.
Example of Consistency:
Ad:
“Supports a feeling of calm after a busy day. Formula with valerian and magnesium.”
Landing (OK):
“Ingredients traditionally used to support evening relaxation. Suitable for an active lifestyle.”
Notice: No exaggerations, no cure claims, identical tone.
5. Hidden Technical Signals That Lead to Ad Bans
Many advertisers concentrate solely on the visible content of their websites, but Meta and Google also scrutinize the “invisible” technical elements behind the scenes. These hidden factors – such as metadata, scripts, or hidden text – can often be the underlying cause for ad rejections or restrictions, even if the visible content appears compliant.
What do the algorithms check behind the scenes?
| Element | How It's Detected | Potential Risk |
|---|---|---|
| Meta tags (title, description) | HTML scanning | Risky words like “cure,” “weight loss” in the title or description – even if not visible on the page – can cause blocks. |
| Alt text on images | OCR and HTML analysis | Hidden alt text with risky phrases (e.g., “fat burning supplement”) leads to ad rejection. |
| Scripts and tracking | Outgoing request checks | Unauthorized pixels, spyware scripts, or old code from banned networks can trigger bans. |
| Hidden content in CSS/HTML | Reading display: none and off-screen elements | Sometimes old hidden content remains in the code and is detected as active. |
| Affiliate links | Redirect scanning | Google may block a site if the affiliate landing page is risky. |
| Subdomain content | Crawling the entire domain | Old product pages with risky claims can cause problems even if not actively advertised. |
Real-world examples from practice:
There have been instances where a magnesium ad was blocked because the website still contained an old product HTML description mentioning “CBD oil.” Similarly, a multivitamin campaign faced restrictions due to an image’s alt text including the phrase “vitamins for weight loss.” In another case, a Google Ads account was suspended because a script from a previous partner directed traffic to a domain associated with banned products. These examples highlight how seemingly minor technical oversights can have major impacts on ad performance and account status.
How to protect yourself:
Perform a comprehensive HTML audit by utilizing tools such as Screaming Frog or Sitebulb to crawl your website similarly to how a bot would. Pay close attention to meta tags and alt texts, especially those associated with outdated images and pages that are no longer actively used. It’s essential to clean up old or inactive code by removing unnecessary scripts, trackers, and links that might trigger platform filters. For products considered high-risk, maintain them on a separate domain rather than the one used for advertising campaigns. Lastly, consistently monitor your site’s redirects to ensure that every page receiving traffic does not lead to potentially risky or banned URLs.
Recommended tools: Screaming Frog SEO Spider, Ahrefs Site Audit, Google Search Console
Relevant Documentation and Further Reading
For a deeper understanding of the policies and guidelines governing advertising dietary supplements, here are the official resources from Meta and Google:
Meta Policies and Guidelines
- Meta Advertising Standards: Comprehensive overview of what content is allowed in Meta ads.
Google Policies and Guidelines
- Google Business Requirements: Requirements for business legitimacy and compliance when advertising on Google.
- Google Ads Dangerous Products: Rules around products considered dangerous or restricted, including supplements.
- Google Ads Misrepresentation Policy: Guidelines on avoiding misleading claims and ensuring truthful advertising.
Conclusion: The Game Is Played in Millimeters
Meta and Google don’t interpret your website like a human; instead, they read it like a machine – word by word, code by code. Even a single risky phrase in a meta tag, a missing GDPR consent banner, or an outdated image with inappropriate alt text can cause your ad campaigns to be halted within hours. The reality is that, for dietary supplements, your advertising strategy must begin with your website, not just the ads themselves. When your entire online presence complies with platform rules, your ads pass reviews more smoothly, optimize more efficiently, and achieve consistent long-term success.
Ready to prepare your website and ads to pass review the first time?
Fill out the contact form and receive a detailed audit of your site and ad communication – plus a plan for the necessary fixes to launch without risk of blocking.
