by Divisadero
The Wellness Ad Index
How Health & Wellness DTC brands actually advertise on Meta, 3,261 ad creatives across 15 brands, scored on hook, persuasion, execution, and credibility.
Data as of June 19, 2026
The Credibility Gap
72.7%
Of the 605 H&W Meta ads that make a health claim, 440 run it with no FDA disclaimer. The category sells outcomes far faster than it qualifies them.
Creative quality leaderboard
Average ad score, brands with ≥30 scored ads. Higher = stronger creative craft.
- Creative score
- Credibility
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Excluded for thin coverage (<30 scored ads): MOSH, Instant Hydration, Plant People, Alice Mushrooms.
What the category is making
Creative format mix across all 3,261 scored ads.
More than half of all H&W Meta creative is a single play, Problem / Solution. The opportunity is in the formats almost no one is running.
Score distribution
Where H&W ads land on the 0–100 creative score.
Creative quality over time
Average creative score by ad-launch month. The category held an ~80 standard through early 2026, then slipped into the high-60s by spring, more ads, lower craft.
Scored cohort, months with ≥40 ads. The most recent months reflect partial scoring coverage.
Methodology
Every ad is enriched from its full creative (including 30-second video) and scored on hook, persuasion, execution, and credibility. The index covers 15 Health & Wellness DTC brands advertising on Meta, 3,261 scored ads in total. The leaderboard ranks only brands with at least 30 scored ads so no brand is judged on a thin sample. Credibility-gap figures count ads flagged as making a health claim against whether a disclaimer is present, automated disclaimer-presence detection, a measurement, not a legal or regulatory judgment. Refreshed monthly.
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