Healthcare and medicines

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We are dedicated to following advertising regulations for healthcare and medicine, so we expect that ads and destinations follow appropriate laws and industry standards. Some healthcare-related content can’t be advertised at all, while others can only be advertised if the advertiser is certified with Google and targets only approved countries. Check local regulations for the areas you want to target.

Below are some examples of healthcare content that we allow in certain circumstances. Some content is only available in specific regions, so be sure to check the list of country-specific restrictions for every country where you plan to advertise. Learn about what happens if you violate our policies.

Pharmaceutical manufacturers

Google allows pharmaceutical manufacturers to advertise in select countries only.

Prescription drugs

Pharmaceutical manufacturers may promote prescription drugs in the following countries only: Canada, New Zealand, United States. Pharmaceutical manufacturers may not promote prescription opioid painkillers.

Over-the-counter medicines

Pharmaceutical manufacturers may promote over-the-counter medicines in the following countries only: Australia, Austria, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Hungary, India, Indonesia, Italy, Japan, Kenya, Malaysia, Mexico, Netherlands, New Zealand, Norway, The Philippines, Poland, Portugal, Russia, Singapore, Slovakia, South Korea, Spain, Sweden, Thailand, United Kingdom, United States, Vietnam.

Other manufacturers and suppliers

Bulk drug manufacturers, medical professional suppliers, and antibody/peptide/compound suppliers for commercial labs may advertise in the following countries only: Canada, United States

Certification

Pharmaceutical manufacturers must be certified by Google in order to serve ads. See how to apply below.

Unauthorized pharmacies

The following is not allowed:

Offering prescription drugs without a prescription

Targeting locations where you are not licensed

We take violations of this policy very seriously and consider them egregious. An egregious violation of the Google Ads policies is a violation so serious that it is unlawful or poses significant harm to our users. In determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts, and third-party sources.  If we find violations of this policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, and when there is good reason so it's important that you take the time to be thorough, accurate, and honest. Learn more about suspended accounts.

Prescription drug services

Google restricts the promotion of services related to the online prescribing, dispensation, and sale of prescription drugs. Businesses subject to this policy include but are not limited to online pharmacies and telemedicine providers.

We determine whether an advertiser is promoting such services based on a number of factors, such as the content of your ads, site, or app, as well as the products or services that you offer. For user safety and other reasons, we err on the side of caution in applying this policy, especially for landing pages that link or refer to content that in any way appears to be or to facilitate the online prescription, dispensation, or sale of medicines.

Countries

Google allows the promotion of some services related to prescription drugs in only these countries: Australia, Austria, Belgium, Brazil, Canada, China, Czechia, Denmark, Estonia, France, Germany, Hong Kong, Israel, Japan, Kenya, Lithuania, Mexico, Netherlands, New Zealand, Norway, Portugal, Russia, Slovakia, South Africa, Sweden, Taiwan, United Kingdom, and the United States.

Check the country-specific section of the Healthcare & Medicines policy for details about the types of services that can be promoted and requirements in each country.

Keywords

Under this policy, Google allows certified advertisers to bid on keywords containing prescription drug terms in only the following countries: Australia, Austria, Belgium, Canada, Czechia, Denmark, Estonia, Germany, Israel, Japan, Kenya, Lithuania, New Zealand, Netherlands, Norway, Portugal, Slovakia, South Africa, United Kingdom, and the United States.

Certification

Advertisers must be certified by Google in order to serve ads for prescription drug services — see how to apply below. Certification requirements vary by country—check the country-specific restrictions for every country where you plan to advertise.

Restricted drug terms

In most parts of the world, Google doesn't allow the use of prescription drug terms in ad text, landing pages, or keywords.

• For campaigns targeting Canada, New Zealand, or the United States, certain businesses such as online pharmacies and pharmaceutical manufacturers may use prescription drug terms in ad text and landing pages. While you do not need to be certified in order to serve your ads, you must be certified in order to keyword target prescription drug terms. These businesses must be certified by Google in order to serve ads — see how to apply below.
• If your campaigns do not target Canada, New Zealand, or the United States, you may not use prescription drug terms in ad text or landing pages.
• In limited cases, and where permitted by local law, Google allows exceptions to this policy for public health and safety awareness campaigns from governmental or well-established non-profit health advocacy organizations. If you would like to apply for such an exception to use prescription drug terms in ad text, landing pages, or keywords, please contact us.

See a non-exhaustive list of prescription drugs or active ingredients that are monitored under this policy.

Troubleshooter: Restricted drug term

Your ad, website, or app is promoting prescription drugs, and that isn't allowed for at least one country that your campaign targets.

Remove all references to prescription drugs and steroids from your ad and website or app. Alternatively, you can change your location targeting for your campaigns to target only countries where this service is allowed. See the section above for more detail around country-specific restrictions for the countries that you're targeting.

Unapproved substances

Google doesn't allow the promotion of the following content, irrespective of any claims of legality:

• All items on this non-exhaustive list of prohibited pharmaceuticals and supplements
• Products that contain ephedra
• Products containing human chorionic gonadotropin (hCG) in relation to weight loss or weight control, or when promoted in conjunction with anabolic steroids
• Herbal and dietary supplements with active pharmaceutical or dangerous ingredients
• Products that imply they are as effective as prescription drugs or controlled substances
• Non-government approved products that are marketed in a way that implies that they're safe or effective for use in preventing, curing, or treating a particular disease or ailment
• Products that have been subject to any government or regulatory action or warning
• Products with names that are confusingly similar to an unapproved pharmaceutical or supplement or controlled substance

Google does not allow the promotion of DHEA products anywhere except the United States, and Google does not allow the promotion of Melatonin products anywhere except Canada and the United States.

For additional information on the unapproved or misleading pharmaceuticals and supplements that we monitor, please visit legitscript.com.

Troubleshooter: Unapproved substances

1. Fix the ad's destination. Remove any references to the substances prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

Troubleshooter: DHEA or Melatonin

Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review

Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and destination comply.

1. Fix the ad's destination. Remove any references to the substances prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

Prescription opioid painkillers

Google does not allow ads promoting or selling prescription opioid painkillers. This does not include medication-assisted treatment (MAT) drugs for opioid use disorder that meet all other requirements for prescription drugs listed on this page.

In limited cases, and where permitted by local law, Google allows some advertisers to apply for a certification that will allow them to refer to opioids in their ads. These advertisers include (a) public health and safety awareness campaigns from governmental or well-established non-profit health advocacy organizations, (b) ads for non-opioid pharmaceuticals that only refer to prescription opioids in their safety information, (c) certified addiction treatment providers in the United States, and (d) verified election advertisers. Verified election advertisers may only target regions in which they are certified to run election ads.

Advertisers without any of the above certifications are prohibited from referring to opioid painkillers in their ads whatsoever. Advertisers can apply for any of the above certifications here.

We take abuse of these certifications very seriously and consider it an egregious violation. In determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts, and third-party sources. If we find an advertiser has abused these certifications by running ads selling or promoting opioid painkillers, we will suspend their Google Ads account upon detection and without prior warning, and they will not be allowed to advertise with us again. If you believe there's been an error, and that you haven’t violated our policy, submit an appeal and explain why. We only reinstate accounts in compelling circumstances, and when there is good reason so it's important that you take the time to be thorough, accurate, and honest. Learn more about suspended accounts.

 

Speculative and experimental medical treatment, cell therapies, and gene therapies

Except as provided below in relation to the promotion of cell or gene therapies in the United States, the following is not allowed:

 Promotion of speculative and/or experimental medical treatments.

Examples (non-exhaustive): Biohacking, do-it-yourself (DIY) genetic engineering products, gene therapy kits

 Promotion of cell or gene therapies, subject to the exception below.

Examples (non-exhaustive): Stem cell therapy, cellular (non-stem) therapy, gene therapy and similar forms of regenerative medicine, platelet rich plasma

In the United States, Google allows the promotion of FDA licensed or approved cell or gene therapies by entities that hold the relevant FDA license or approval to market that product.  If you would like to apply for such an exception, please contact us.

 Google allows ads for cell or gene therapies that are exclusively educational or informational in nature, regardless of regulatory approval status.

Examples (non-exhaustive): Academic papers, tickets for medical conferences

 

Learn how to fix a disapproved ad.

Violations of this policy will not lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account. Learn more about suspended accounts.

Clinical trial recruitment

Google doesn't allow the promotion of clinical trial recruitment except in Australia, Belgium, Canada, China, France, Germany, Indonesia, Ireland, Israel, Italy, Japan, Korea, Malaysia, Netherlands, New Zealand, Philippines, Singapore, Taiwan, Thailand, United Kingdom, United States, and Vietnam.

Promotions for clinical trial recruitment may not promote prescription drugs or create misleading expectations or effects of a product being tested, or imply that the product being tested is safe.

Troubleshooter: Clinical trial recruitment

Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review

Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site or app comply.

1. Fix the ad’s destination. Remove any references to the substances prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

HIV home tests

Google prohibits the promotion of HIV home tests everywhere in the world except in the United States, France, the Netherlands, and the United Kingdom. In the United States, advertisers may promote home HIV tests that are FDA approved. In France, the Netherlands, and the United Kingdom advertisers may promote home HIV tests that meet local regulatory requirements.

Troubleshooter: HIV home tests

Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review

Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site or app comply.

1. Fix the ad’s destination. Remove any references to the substances prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

Abortion

Countries

The following is not allowed:

Abortion ads in the following countries:

Antigua and Barbuda, Argentina, Aruba, Bahamas, Bahrain, Belgium, Belize, Bolivia, Brazil, Cayman Islands, Chile, Colombia, Costa Rica, Djibouti, Dominica, Dominican Republic, Ecuador, Egypt, El Salvador, France, Germany, Grenada, Guadeloupe, Guatemala, Haiti, Honduras, Hong Kong, Hungary, India, Indonesia, Iran, Iraq, Italy, Jamaica, Jordan, Korea (South), Kuwait, Lebanon, Libya, Malaysia, Martinique, Mexico, Morocco, Nicaragua, Oman, Pakistan, Palestinian Territory, Panama, Paraguay, Peru, Philippines, Poland, Qatar, Russia, Saint Barthelemy, Saudi Arabia, Singapore, Spain, Sri Lanka, St. Kitts and Nevis, St. Lucia, Suriname, Switzerland, Syria, Taiwan, Thailand, Tunisia, Ukraine, United Arab Emirates, Uruguay, Venezuela, Yemen

Google Ads Network restrictions

If your ads target one or more locations where abortion ads are not allowed, they will be classified as Eligible (limited), meaning they will only show in approved areas, and there may be additional restrictions for your country. See the country-specific sections below for more information about how policies differ by country.

Abortion-related ads won't appear on the Google Display Network, even if they are Eligible (limited).

Abortion advertiser certification and disclosure requirements

In the United States, United Kingdom, and Ireland, if you want to run ads using queries related to getting an abortion, you will first need to be certified as an advertiser that either provides abortions or does not provide abortions. 

Depending on how you’re certified, Google will automatically generate one of the following in-ad disclosures for your abortion product or service ads: “Provides abortions” or “Does not provide abortions.” This applies to all Search ad formats.

Learn more about the policy and how to apply for certification.

Troubleshooter: Abortion advertiser certification and disclosures

1. In the United States, United Kingdom, and Ireland, if you want to run ads using keywords related to getting an abortion, you will first need to be certified as an advertiser that either provides abortions or does not provide abortions.

2. Contact us to have your ad reviewed again, or edit the ad. This will resubmit the ad and its destination for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

3. If you’re unable to complete the verification process, remove any keywords related to getting an abortion.

Birth control

Google doesn't allow ads related to birth control or fertility products in the following countries: Bahrain, China, Djibouti, Egypt, Hong Kong, Iran, Iraq, Jordan, Kuwait, Malaysia, Lebanon, Libya, Morocco, Oman, Palestinian Territory, Qatar, Saudi Arabia, Syria, Thailand, Tunisia, Ukraine, United Arab Emirates, Yemen

Troubleshooter: Birth control

Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review

Or, if it's important to keep targeting your existing locations, follow the steps below to make your ad and site or app comply.

1. Fix the ad’s destination. Remove any references to the substances prohibited by this policy. If you can’t fix the ad’s destination, update the ad with a new destination that complies with this policy.

2. Edit the ad. Remove any content that we don’t allow. If your ad already complies with the policy but you made changes to the ad’s destination, edit the ad and save it. This will resubmit the ad and its destination for review.

   Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review.

Addiction services

Apply for healthcare products and services certification 

How does this policy differ from country to country?

In addition to the content-based restrictions above, there may be further requirements based on the countries that your campaign targets. Choose a country below to see additional requirements that you must meet in order for your ad campaign to target that country.

Troubleshooting a disapproval

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