Google expands Sexual Health Advertising Policy

In a significant policy update announced on October 28, 2024, Google will implement new advertising guidelines for sexual health and wellness products starting November 11, 2024. The policy change will permit advertising of personal lubricants and specific prescription medications on the Google Display Network and YouTube, with strict targeting and content requirements.

According to the official policy document, the new guidelines specify a limited geographical scope. Personal lubricant advertisers can target nine markets: Australia, Brazil, Canada, Germany, Portugal, New Zealand, Spain, the United Kingdom, and the United States. For prescription medications treating erectile dysfunction and hypoactive sexual desire disorder, advertising will be restricted to Canada, New Zealand, and the United States.

The policy mandates that advertisers must obtain healthcare products certification before promoting prescription drug terms in advertisements or landing pages. Additionally, all advertisements must comply with local regulations in targeted regions and adhere to Google's existing Healthcare and medicines policy framework.

Advertisers must follow specific content guidelines under the new policy:

1. Advertisements cannot focus on sexual pleasure or enhancement
2. Sexual themes and suggestive elements are prohibited
3. Age targeting must be restricted to users 18 years or older
4. Full compliance with Google's Sexual content and Inappropriate content policies is required

The policy implementation follows a structured timeline:

• Initial announcement: October 28, 2024
• Policy effective date: November 11, 2024
• Full enforcement period: Approximately 10 weeks following the effective date

Non-compliant advertisements will face restrictions or disapproval under Google's Sexual content, Inappropriate content, and Healthcare and medicines policies. The enforcement process will begin on the effective date, with complete implementation expected over the following ten weeks.

The policy announcement indicates potential future expansions to include additional products and countries within the Sexual health & wellness policy framework. This gradual approach aligns with Google's stated commitment to maintaining a safe and inclusive advertising environment.

Key Facts

• The policy introduces advertising opportunities for two main product categories: personal lubricants and prescription medications for specific conditions
• Implementation affects nine countries for personal lubricants
• Prescription drug advertising is limited to three countries
• Age restriction of 18+ applies to all advertisements
• Healthcare products certification is mandatory for prescription drug advertising
• Full policy enforcement will be completed by early 2025
• Non-compliant advertisements will face restrictions or disapproval
• The policy includes potential future expansion of permitted products and countries