Can You Advertise a Fertility Clinic or IVF on Meta and Google?

What this means for you

• Meta allows ads for family planning clinics, IVF and other artificial insemination procedures, aimed at people 18 and over, when the focus is health and medical efficacy.
• Meta's personal attributes rule bars copy that asserts or implies the viewer's health, so no headlines that suggest the viewer is struggling to conceive.
• Google allows fertility services and fertility testing in the US. It lists treatments for pregnancy and infertility as Health, a sensitive category, so Customer Match, remarketing lists and lookalikes are out.
• Fertility drugs named in ads, landing pages or keywords follow each platform's prescription drug rules.
• A success rate in an ad should be the clinic's standardized rate as reported to CDC, with the reporting year.

MedScale Health, a paid acquisition agency for telehealth brands and clinics, runs paid search and paid social for fertility clinics and family-building programs. This page sets out the Meta and Google rules that apply to IVF and fertility ads, and the claims that need a source. This page is marketing guidance, not medical or legal advice. Platform policies change, so check the sources listed at the end before acting on a specific rule.

Meta: allowed for adults, focused on health

Meta's Health and Wellness policy lets advertisers promote sexual and reproductive health and wellness products or services, as long as the focus is on health and the medical efficacy of the product or service, not sexual pleasure, and the ads target people 18 or older. Its examples include family planning clinics, In Vitro Fertilization (IVF) or any other artificial insemination procedures, and fertility awareness. Educational material about family planning services, without direct promotion of the services, is exempt from the age requirement.

Prescription fertility drugs are a separate layer. Meta's note says reproductive health drugs or treatments that require a prescription must also follow the Drugs and Pharmaceuticals policy, which requires LegitScript certification and Meta's authorization, targeting only eligible countries (the US, Canada or New Zealand) and people over 18, and a disclaimer to consult a licensed health professional or obtain a valid prescription. An ad for consultations and procedures promotes no drug; an ad that names a fertility drug does.

Meta: copy that implies no condition

Meta's Privacy Violations and Personal Attributes standard says ads must not assert or imply personal attributes, including physical or mental health and medical conditions, and must not imply knowledge of the viewer's medical information. Meta's own examples allow "Depression counseling" and "New diabetes treatment available" and reject "Do you have diabetes?". Fertility ads follow the same pattern: an ad can say IVF consultations are open this month, while a headline asking how long the viewer has been trying to conceive implies a condition.

Google: allowed, with targeting limits

Google's Birth control, fertility, and testing policy names fertility testing and surrogacy services among its examples and bans them only in the locations it lists, mostly in the Middle East and Asia. The United States is not on the list. Google's Health in personalized advertising policy then gives treatments for pregnancy and infertility as an example of Health, a sensitive interest category. There, advertisers can use predefined Google audiences such as in-market, affinity, demographics, life events and location, but not advertiser-curated audiences: Customer Match, your data segments, audience expansion and lookalike segments.

In practice that makes fertility search campaigns keyword-led and location-led. Remarketing to past site visitors is unavailable for these ads, and so is uploading a patient list, which MedScale never sends to an ad platform for a health client anyway.

Fertility drugs follow Google's Restricted drug terms policy. Google's non-exhaustive list of monitored prescription drugs includes Clomid, Gonal-f, Ovidrel and Pregnyl. For US campaigns you may use prescription drug terms in ads and landing pages without certification, but you must be certified to keyword-target them, and online pharmacies and telemedicine providers need certification regardless.

Microsoft Advertising

Microsoft's Healthcare and Pharmaceutical policy, updated October 5, 2026, requires all health advertising to target users 18 and over and bars targeting based on sensitive health information. It allows at-home tests approved by local market regulators, and its list includes fertility tests, pregnancy tests and post-menopause tests.

Success rates and other claims

US fertility clinics already have a standard source for outcomes. CDC says the Fertility Clinic Success Rate and Certification Act of 1992 requires clinics performing assisted reproductive technology to report data to CDC every year, and CDC calculates and publishes standardized success rates for each reporting clinic. Because every pregnancy must be followed up to birth, results for cycles started in one year are published at the end of the third year. MedScale uses that published figure, with its reporting year, rather than a rate calculated another way.

FTC staff guidance on health products says health-related claims require competent and reliable scientific evidence, and that anecdotes about individual experiences are never sufficient to substantiate claims about a health product's effects. Microsoft goes further for comparisons: superlatives such as "#1" must be factually substantiated by a trusted third-party study, with the study name and date shown in the ad or on the landing page. A patient story can't stand in for a success claim.

Tracking calls and forms

For most fertility clinics the first conversion is a phone call or a consultation request. We count calls and form submissions from ads as neutral events and send no caller or patient details to the ad platform, so campaigns can optimise without health data leaving the clinic.

What MedScale does

MedScale Health builds fertility campaigns on health-focused, adults-only creative that implies nothing about the viewer, keyword and location targeting on Google, and success claims tied to the clinic's CDC-reported rates. MedScale tracks server-side under a BAA with neutral event names, and no names, emails, phone numbers, IP addresses or browser IDs go to any ad platform. No cost per patient is promised. Book the free growth audit at medscale.health/audit for a written plan.