Google expands advertising options for healthcare providers in Belgium and South Africa

Google this week announced a significant change to its Healthcare and Medicines advertising policy. Starting this month, online pharmacies in Belgium and South Africa can promote their services on Google platforms. Telemedicine providers in South Africa will also be eligible to advertise.

These changes mark a shift in Google's approach to healthcare advertising, opening up new opportunities for these providers in select countries.

Key Requirements

To ensure responsible advertising, Google has outlined specific conditions for these providers:

• Belgium: Online pharmacies must register with the Federal Agency for Medicines and Health Products.
• South Africa: Both online pharmacies and telemedicine providers must adhere to these standards:
  • Pharmacies must be registered with or have a license from the South African Pharmacy Council.
  • Telemedicine providers must obtain accreditation from LegitScript's Healthcare Merchant Certification Program.

Important Note: The promotion of prescription drugs will remain prohibited on Google Ads or associated landing pages.

Google emphasizes the need for pharmacies and telemedicine providers to obtain the necessary certification through Google's system. The company stresses its commitment to consumer safety; violations of the Healthcare and Medicines policy will result in a warning at least seven days before any account suspension.

The healthcare industry is expected to respond positively to this update, especially in Belgium and South Africa. It offers additional ways to reach potential patients and clients, potentially expanding access to healthcare services in these regions.