# Protecting Health Context

## Protecting Health Context in Audience Targeting

Freshpaint enables healthcare marketers to activate high-performing ad campaigns while maintaining strict privacy and compliance standards. This includes protecting any health-related context or PHI from being shared with advertising platforms.

This guide walks through how to:

1. Understand what health context means in ad targeting
2. Use alias naming safely
3. Avoid policy violations
4. Ensure creative and campaign compliance

### 1. Understand What “Health Context” Means

Health context refers to any identifier, term, or reference that implies a user’s health condition, treatment, or care. This includes direct PHI like diagnosis codes or indirect context such as:

* “diabetes\_patients\_Q3”
* “booked\_colonoscopy”
* “cancer\_reminder\_list”

{% hint style="warning" %}
Sharing any of the above through an ad platform — even in names — may expose you to HIPAA violations or violate platform policies.
{% endhint %}

### 2. Use Alias Naming to Stay Compliant

When importing or creating an audience, Freshpaint gives you the ability to set an **Alias** — this is the only field that gets shared with ad platforms like Meta or Google Ads.

We will **automatically generate a unique three-word alias** for you; this alias is the **only name shared with ad platforms** like Meta or Google Ads. It helps ensure privacy while enabling seamless syncing to destinations.

You’ll also set a **Name**, **Description**, and **Labels**, which stay inside Freshpaint and are not shared externally.

{% hint style="warning" %}
**Only the alias is sent to ad platforms.**

Avoid using any language that could imply health conditions, procedures, or patient information.
{% endhint %}

<figure><img src="/files/wWgT68RbwIxBmusgXZZC" alt=""><figcaption></figcaption></figure>

> ✅ Examples of safe alias names:
>
> * `cloud-pencil-drum`
> * `green-echo-bottle`
> * `north-star-radio`

> ❌ Avoid editing aliases to include:
>
> * `asthma_followup_group`
> * `colonoscopy_leads_Q3`
> * `cancer_retarget_list`

### 3. Avoid Platform Policy Violations

Ad platforms like Google and Meta prohibit targeting users based on sensitive health information. Even naming your audience improperly could trigger enforcement.

{% hint style="warning" %}
**Google’s Customer Match policy**: “Do not upload lists that contain or imply sensitive information, including health conditions.”

[Read Google’s policy →](https://support.google.com/google-ads/answer/6299717)
{% endhint %}

### 4. Exclude Original Audience in Lookalikes

When building **Lookalike** or **Similar** audiences:

* Always **exclude** the seed audience from your campaign targeting
* This ensures you're reaching net-new users, not just retargeting the same group

<figure><img src="/files/uzxssmbnoRFwd5VTwk2w" alt=""><figcaption></figcaption></figure>

For integrations that might not automatically exclude the initial audience, we will warn you to manually exclude the audience.

### 💬 Need Help?

Not sure if your audience name is compliant? Our team is happy to advise.

📩 Reach us at <support@freshpaint.io>


---

# Agent Instructions: Querying This Documentation

If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question.

Perform an HTTP GET request on the current page URL with the `ask` query parameter:

```
GET https://documentation.freshpaint.io/audiences/protecting-health-context.md?ask=<question>
```

The question should be specific, self-contained, and written in natural language.
The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.