Google allows melatonin supplement ads in Germany, France and Spain

Google announced in October 2025 a modification to its Unapproved Pharmaceuticals and Supplement policy that will expand availability for melatonin-containing dietary supplements in three European markets. The policy change takes effect in November 2025.

"In November, Google will be updating the Unapproved Pharmaceuticals and Supplement policy to allow the promotion of legal melatonin supplements in Germany, France, and Spain," stated the official Google Merchant Center Help documentation. "Previously, melatonin was not permitted in these countries."

The updated framework creates a distinction between dietary supplements and prescription medications containing melatonin. Dietary supplements that contain melatonin will now be eligible for advertising through Google Shopping ads and local inventory ads, provided merchants comply with local laws and regulations in each target country. The promotion of prescription melatonin products remains prohibited across all three markets.

This represents a significant shift from Google's previous stance on melatonin-containing products in these European markets. The platform had maintained restrictions on melatonin across Germany, France and Spain as part of its broader controls on unapproved pharmaceuticals and supplements. The policy documentation explicitly states that products containing melatonin were not permitted in these countries prior to the November 2025 update.

The modification affects only dietary supplement formulations of melatonin. Prescription melatonin products will continue facing advertising restrictions under Google's Healthcare and Medicines policy framework. Merchants seeking to promote melatonin dietary supplements must ensure their products meet regulatory requirements in each specific market where advertisements will appear.

Google's Healthcare and Medicines policy establishes comprehensive restrictions on advertising healthcare-related content across multiple categories. The platform restricts promotion of over-the-counter medication, prescription drugs, unapproved pharmaceuticals and supplements, and pregnancy and fertility-related products. Restrictions vary depending on product type and target country, with some content categories prohibited globally while others require certification or geographic limitations.

The Unapproved Pharmaceuticals and Supplements section of the policy prohibits Shopping ads from promoting specific categories regardless of legality claims. These prohibited categories include products identified on a non-exhaustive list of prohibited pharmaceuticals and supplements, products containing ephedra, DHEA and melatonin products unless specifically mentioned as allowed in individual countries, human chorionic gonadotropin in relation to weight loss or when promoted with anabolic steroids, herbal and dietary supplements with active pharmaceutical or dangerous ingredients, and products making false or misleading health claims.

The policy framework specifies that Shopping ads may disallow promotion of any dietary supplement, drug or other product that has been the subject of government or regulatory action or warning. The platform also prohibits promotion of products with names that are or may be confusingly similar to anabolic steroids, weight-loss drugs, prescription drugs, controlled substances or other banned products, irrespective of legality claims.

Country-specific variations create a complex regulatory environment for supplement advertisers. Canada already permits melatonin promotion through Google's advertising platforms. The policy documentation states that "Google allows the promotion of melatonin in Canada." The United States allows promotion of DHEA and melatonin with limitations, though the platform prohibits promotion of conventional foods containing melatonin as an unapproved food additive.

The November 2025 policy change extends melatonin advertising permissions to three additional European markets while maintaining the distinction between supplement and prescription formulations. Germany previously prohibited melatonin advertising entirely through Shopping ads. France maintained similar restrictions. Spain's policies also excluded melatonin from permitted supplement categories prior to the update.

Merchants advertising in these markets must navigate certification requirements that vary by country. Germany allows non-prescription drug listings from online pharmacies registered in the DIMDI register and certified by Google. Online pharmacies established in the Netherlands and Great Britain meeting local requirements and certified by Google may target cross-border over-the-counter drug sale listings in Germany.

France permits non-prescription drug listings from online pharmacies certified and listed as approved by the Pharmacists Guild with Google certification. Eligible online pharmacies in the EU and EEA meeting local requirements and certified by Google may target cross-border over-the-counter drug sale listings in France. Spain does not require pharmacy certification for dietary supplement advertising but maintains restrictions on certain product categories including dietetic products that claim medicinal properties, promise specific results, or use endorsements by individuals, celebrities or organizations.

The policy documentation emphasizes merchant responsibility for regulatory compliance. Merchants must ensure products comply with local laws and regulations in target markets. Online pharmacies promoting over-the-counter medication in countries with certification requirements must complete Google's certification process, which may take up to five business days for review.

Google's healthcare advertising policies have undergone multiple modifications throughout 2025. The platform launched a restricted drug term certification program in July 2025 requiring approval for personalized targeting involving pharmaceutical terms in the United States, Canada and New Zealand. The company simplified healthcare ad enforcement in August 2025 by deprecating the Restricted Medical Content label while maintaining existing certification requirements.

Google revised prescription drug advertising policy for Canada, New Zealand and the United States in October 2025, fundamentally altering how advertisers can use prescription drug terminology across advertising platforms. The policy update introduced geographic splits in advertising permissions, with enforcement beginning October 29 and full implementation ramping up over approximately four to six weeks.

The melatonin policy expansion occurs within broader trends affecting supplement advertising. Google restricts pill press equipment advertising effective September 2025, expanding its Dangerous products or services policy to include pharmaceutical manufacturing equipment globally. The platform expanded sexual health advertising policy in November 2024, implementing new guidelines for sexual health and wellness products with strict targeting and content requirements.

For the marketing community, this policy modification creates new opportunities for supplement retailers operating in European markets. Merchants selling melatonin dietary supplements can now access German, French and Spanish consumers through Google Shopping campaigns, expanding potential reach in markets where melatonin products serve consumer demand for sleep support supplements.

The change matters for several reasons. First, it enables legitimate supplement retailers to reach consumers in major European markets where melatonin products are legally sold but previously could not be advertised through Google's platforms. Second, it demonstrates Google's willingness to adapt policies based on market-specific regulatory frameworks rather than maintaining blanket prohibitions across all markets. Third, it creates competitive advantages for merchants who quickly adapt their campaigns to capitalize on newly accessible markets.

Implementation requires careful attention to compliance requirements. Merchants must verify that their melatonin supplement products meet regulatory standards in each target country. Products must be classified as dietary supplements rather than medications to qualify under the updated policy. Landing pages and product data must accurately represent products and comply with Google's broader healthcare advertising requirements.

The distinction between dietary supplements and prescription medications creates a clear boundary for policy compliance. Dietary supplement melatonin products typically contain lower dosages designed for over-the-counter sale without prescription requirements. Prescription melatonin products involve higher dosages or formulations requiring medical oversight and authorization from healthcare providers.

Merchants promoting melatonin dietary supplements must ensure product data feeds include accurate categorization. Google's system evaluates product information against policy requirements during the approval process. Products incorrectly categorized or lacking proper regulatory compliance documentation face disapproval from Shopping ads and local inventory ads.

The policy change affects multiple Google advertising products. Shopping ads display product listings in search results when users conduct relevant searches. Local inventory ads enable retailers with physical locations to showcase in-store product availability to nearby consumers. Both formats will now accept melatonin dietary supplement listings in Germany, France and Spain.

Enforcement mechanisms include automated detection systems that scan advertisements and landing pages for restricted content. Human reviewers supplement automated systems, particularly for cases requiring contextual evaluation. The approach emphasizes education and compliance assistance rather than punitive measures for inadvertent violations.

Merchants violating the updated policy face potential consequences. Products not complying with policy requirements may be disapproved, making them ineligible to serve in Shopping ads. Account-level violations can result in warnings, suspension of product visibility or complete account suspension depending on violation severity. Google typically provides warnings before account suspension, giving merchants opportunity to address policy violations.

The November 2025 implementation timeline provides merchants with limited preparation time. Retailers intending to advertise melatonin dietary supplements in newly accessible markets should begin compliance verification immediately. This includes reviewing product formulations against regulatory requirements, updating product data feeds with appropriate categorization, preparing landing pages that comply with policy requirements, and ensuring any required certifications or documentation are current.

Market-specific considerations affect implementation strategies. Germany's regulatory framework for dietary supplements differs from France and Spain. Merchants must understand nuances in each market's approach to supplement regulation, labeling requirements, health claims permitted on packaging and advertising, and consumer protection standards applicable to dietary supplement sales.

The modification arrives as digital advertising platforms face increased scrutiny around healthcare product promotion. Regulatory authorities across Europe have emphasized the need for clear distinction between medical products and dietary supplements. Google's approach aligns with broader industry efforts to balance consumer access to health products with safety considerations.

Product disapproval processes follow established procedures. When products violate policies, merchants receive email notifications detailing specific violations. Merchants must remove violating products from product data feeds or modify listings to achieve compliance. After addressing violations, merchants can request reviews through Merchant Center. The review process typically takes several business days.

For merchants already advertising in other markets where melatonin is permitted, expansion to Germany, France and Spain requires verification that existing product listings meet policy requirements. While melatonin may be permitted in home markets, country-specific regulations may differ regarding formulations, labeling or marketing claims. Cross-border expansion demands thorough regulatory review.

The policy documentation emphasizes that restrictions may vary depending on product type and target country. Some content may not be promoted anywhere, while other content requires preauthorization with Google before advertising healthcare-related products. Merchants must apply for preauthorization by completing the online pharmacy application when applicable. Some advertisers also need to complete healthcare products and services certification depending on promoted products and targeted countries.

Google's guided troubleshooter helps resolve Healthcare and Medicine item-level disapprovals related to over-the-counter medication, prescription drugs, pet pharmaceuticals and unapproved supplements. The tool provides step-by-step guidance for addressing common policy violations and achieving compliance.

The change reflects Google's ongoing calibration of healthcare advertising policies to balance merchant access with consumer protection. The platform maintains restrictions on products that pose potential health risks while enabling legitimate businesses to reach consumers with compliant products. The melatonin policy expansion demonstrates this calibration approach in action.

Timeline

• October 2025: Google announces melatonin policy update for Germany, France and Spain
• November 2025: Policy change takes effect, allowing melatonin dietary supplement advertising
• July 2025: Google launches restricted drug term certification for healthcare advertisers
• August 2025: Google simplifies healthcare ad enforcement by removing content label
• September 2025: Google restricts pill press equipment ads globally
• October 2025: Google revises prescription drug advertising policy for three markets
• November 2024: Google expands sexual health advertising policy with new guidelines

Summary

Who: Google announced the policy change affecting merchants selling melatonin dietary supplements in Germany, France and Spain through Google Shopping ads and local inventory ads.

What: The Unapproved Pharmaceuticals and Supplement policy update allows promotion of legal melatonin dietary supplements while maintaining prohibition on prescription melatonin products. Merchants must comply with local laws and regulations in each target country.

When: Google announced the policy update in October 2025 with implementation scheduled for November 2025.

Where: The policy change applies to three European markets: Germany, France and Spain. Melatonin advertising was previously prohibited in these countries but is now permitted for dietary supplement formulations.

Why: The update enables legitimate supplement retailers to reach consumers in major European markets where melatonin products are legally sold, demonstrating Google's approach to adapting policies based on market-specific regulatory frameworks while maintaining distinction between dietary supplements and prescription medications.