До/после
Before/After Creatives
An ad creative that shows results through a before-and-after comparison of the person's state with and without the product. One of the riskiest formats in nutra due to platform restrictions.
What is До/после (Before/After Creatives)?
The before-and-after format relies on visual contrast: a photo or video of a person before using the product and after. In nutra, such creatives are used for dietary supplements and products for weight loss, detox, hair or skin recovery. The strength of the format is that it creates a sense of proven results without any text, so it is often perceived as the main argument.
## Why the format is high-risk
Ad platforms, including social networks and search engines, restrict images that promise fast or guaranteed effects, especially those related to appearance and weight. A before-and-after contrast falls directly within these restrictions. A creative can be rejected during review, and the account can be blocked if the rules are interpreted strictly. Requirements change constantly, so current policies should be checked before launch rather than relying on the experience of past campaigns.
## How teams reduce risk in practice
The most common approach is to use softer variants: showing the process of using the product, everyday situations, reviews without numerical promises, and visualization through illustrations. It is important not to give guarantees or claim therapeutic effects, and to frame statements as personal experience. Both the claims about benefits and how well the advertising matches the product's real composition and mechanism are legally significant. For guidance on labeling and health claims, it is useful to study general advertising regulation principles, for example the work of the FTC in the United States.
## Common mistakes
Typical mistakes include using stock photos or retouched photos that do not match real results; a mismatch between the creative and the landing page; and testing dozens of similar variants with the same contrast structure on one account. Another mistake is thinking that changing the background or cropping the frame solves the problem. Moderators and algorithms often recognize repeated structures, so such edits rarely help for long.
## Impact on performance
The format may deliver a high CTR at the impression stage, but it can also increase the share of rejections and blocks, which undermines the stability of the campaign setup. When calculating economics, account for not only the cost per click but also losses from account downtime and repeated warm-up periods. For this reason, mature teams test such creatives separately and with backup options.
FAQ
Can before-and-after photos be used in ads for dietary supplements?
It depends on the rules of the specific platform and the laws of the country where the ads are shown. Most platforms restrict such images, especially if they hint at fast or guaranteed results. Check current policies before launching and do not rely on past experience.
Why are before-and-after creatives approved in one place and rejected in another?
Different platforms and accounts apply different moderation rules and also consider the account's history and the link to the landing page. Changing the text, visuals, or destination page can affect the decision.
What alternatives to the before-and-after format are commonly used?
Teams most often use videos of the product being used, personal stories without numerical promises, visualizations, and reviews. Such creatives are easier to pass moderation but usually require more careful testing.