Google revises prescription drug advertising policy for three markets

Google announced significant modifications to its Healthcare and Medicines policy on October 14, 2025, fundamentally altering how advertisers can use prescription drug terminology across its advertising platforms. The policy update introduces a geographic split in advertising permissions, with enforcement beginning October 29 and full implementation ramping up over approximately four to six weeks.

The revised Restricted Drug Terms policy establishes distinct frameworks for different markets. Campaigns targeting Canada, New Zealand, or the United States will operate under substantially different rules than those targeting other locations globally.

For the three permitted markets, advertisers may use prescription drug terms for promotional purposes in accordance with local laws and regulations. This includes content promoting the branding, use, sale, and distribution of prescription medications. The policy specifies that while certification is not required to use prescription drug terms in advertisements and landing pages, advertisers must obtain certification to keyword-target these terms. Certification remains mandatory for specific business categories, including online pharmacies, telemedicine providers, and pharmaceutical manufacturers.

Outside these three countries, the policy maintains stricter limitations. Advertisers cannot use prescription drug terms for promotional purposes in any form. The policy permits only non-promotional applications, such as regulatory warnings, legal notices, public health and safety campaigns, and academic publications. Certain businesses, including online pharmacies and telemedicine providers, may keyword-target prescription drug terms with appropriate certification even in restricted markets.

The enforcement timeline provides a structured implementation period. Full enforcement will gradually ramp up over approximately four to six weeks following the October 29 start date. Google has indicated that violations will not result in immediate account suspension. The policy documentation states that a warning will be issued at least seven days prior to any account suspension, offering advertisers time to address compliance issues.

This policy modification represents a significant shift in pharmaceutical advertising permissions on the platform. The distinction between promotional and non-promotional use creates new opportunities for certain advertisers while maintaining restrictions in most global markets. Pharmaceutical companies operating in permitted markets gain expanded advertising capabilities, while those in restricted territories face continued limitations on promotional content.

The certification requirement for keyword targeting adds a procedural layer for advertisers seeking to bid on prescription drug terms. This approach allows Google to maintain oversight of pharmaceutical advertising while enabling broader use of drug terminology in creative content and landing pages for certified markets.

For pharmaceutical manufacturers, the policy change presents operational considerations. Companies with global operations must develop separate advertising strategies based on geographic targeting. Campaigns directed at Canadian, New Zealand, or United States audiences can incorporate promotional prescription drug content, while campaigns for other markets must restrict usage to non-promotional applications.

Online pharmacies and telemedicine providers face particular complexity under the updated framework. These business types require certification regardless of their geographic focus, but their permitted activities vary substantially based on campaign targeting. In the three permitted markets, certified providers can promote prescription drug services and keyword-target relevant terms. Outside these markets, certification enables keyword targeting but prohibits promotional content.

The policy update follows a pattern of healthcare advertising modifications Google has implemented throughout 2025. In July, the platform launched a restricted drug term certification program requiring approval for personalized targeting involving pharmaceutical terms in the United States, Canada, and New Zealand. That certification program addressed the use of Google's personalized advertising tools for content directed to healthcare professionals.

The August 2025 deprecation of the Restricted Medical Content label simplified internal enforcement processes while maintaining existing certification requirements. These sequential policy modifications demonstrate Google's approach to pharmaceutical advertising oversight, implementing granular controls over different aspects of prescription drug marketing.

The geographic limitation to three markets reflects varying international regulatory frameworks governing pharmaceutical advertising. Many countries maintain strict controls over direct-to-consumer pharmaceutical marketing, while others permit such advertising under specific conditions. The United States represents one of the few markets globally where direct-to-consumer pharmaceutical advertising faces relatively permissive regulations.

Canada's regulatory framework allows prescription drug advertising with certain restrictions, including requirements that advertisements either mention the drug name or its indication, but not both in branded reminder advertisements. New Zealand permits direct-to-consumer pharmaceutical advertising under guidelines established by the Medicines Act and related regulations.

The certification infrastructure supporting this policy builds upon existing verification processes Google has developed for healthcare advertising. Telemedicine advertising expansion to the United Kingdom and Singapore in July 2025 employed similar certification requirements through LegitScript's Healthcare Merchant Certification Program, demonstrating Google's preference for third-party verification in healthcare advertising contexts.

For the digital marketing community, this policy update creates both opportunities and challenges. Advertisers working with pharmaceutical clients in permitted markets gain new creative options for campaign development. The ability to use prescription drug terms in advertisements and landing pages without certification enables broader messaging strategies, though keyword targeting still requires verification.

Marketing agencies managing international pharmaceutical campaigns must navigate the geographic complexity introduced by this split framework. Campaign structures, creative assets, and targeting strategies will require market-specific configurations to ensure compliance. The distinction between permitted and restricted markets necessitates careful geographic segmentation in campaign setup and management.

The pharmaceutical industry has historically faced complex advertising restrictions across digital platforms. This policy modification by Google represents a loosening of constraints in specific markets while maintaining tight controls globally. The approach balances commercial interests of pharmaceutical advertisers with regulatory compliance requirements and consumer protection considerations.

Technical implementation of the policy affects multiple layers of campaign structure. Keyword selection, advertisement copy, landing page content, and geographic targeting settings all fall under policy scrutiny. Advertisers must ensure alignment across these elements to avoid policy violations that could trigger account warnings or suspensions.

The seven-day warning period before account suspension provides a buffer for advertisers to identify and correct policy violations. This grace period acknowledges the complexity of pharmaceutical advertising regulations and the potential for unintentional non-compliance during the transition to new policy frameworks.

Industry observers note that the policy change may influence competitive dynamics in pharmaceutical advertising. Companies operating primarily in permitted markets gain relative advantages in digital advertising capabilities compared to competitors focusing on restricted markets. This geographic disparity in advertising permissions could affect marketing budget allocations and market penetration strategies.

The non-exhaustive list of prescription drugs and active ingredients monitored under this policy remains a reference point for advertisers. Google maintains this list as a guide for understanding which terms fall under policy restrictions, though the list does not comprehensively capture all regulated substances.

For public health organizations and academic institutions, the policy maintains allowances for non-promotional use of prescription drug terms globally. These exemptions recognize the legitimate need for educational content, research dissemination, and public health communications involving prescription medications.

The policy update's impact extends beyond pharmaceutical manufacturers to encompass advertising technology providers, healthcare marketing agencies, and digital publishers. Each stakeholder in the pharmaceutical advertising ecosystem must adapt to the new framework and its geographic distinctions.

Compliance monitoring under the updated policy will likely involve automated systems analyzing advertisement content, landing pages, and keyword targeting against policy parameters. Google's enforcement infrastructure must distinguish between promotional and non-promotional usage while accounting for geographic variations in permissions.

The four-to-six-week enforcement ramp-up period suggests a phased implementation approach. This timeline allows Google's systems to adapt to the new policy framework while providing advertisers opportunity to modify campaigns. Gradual enforcement rollout reduces the risk of widespread account disruptions during the transition period.

Looking at the broader context of Google's healthcare policy evolution, this update continues a trend toward more nuanced, geographically specific regulations. Previous updates have similarly introduced market-by-market variations in advertising permissions, reflecting the complexity of global healthcare regulations.

The sexual health advertising policy expansion in late 2024 employed comparable geographic limitations, restricting certain prescription drug advertising to specific markets. This precedent established Google's approach to handling sensitive healthcare products through market-specific frameworks rather than uniform global policies.

For pharmaceutical advertisers, the policy change necessitates review of existing campaigns and future planning adjustments. Companies must assess their current advertising practices against the new framework, identifying where modifications are needed to ensure compliance. The certification requirement for keyword targeting represents a particular consideration for advertisers planning new campaigns.

The policy's distinction between advertisement content and keyword targeting creates operational flexibility. Advertisers in permitted markets can incorporate prescription drug terms throughout their creative materials without certification, then pursue certification specifically for keyword targeting capabilities. This two-tier approach enables different levels of engagement with the advertising platform based on business needs and compliance status.

International pharmaceutical companies face the most complex implementation requirements. These organizations often maintain global brand strategies while adapting to local market regulations. The new policy framework adds another layer of geographic variation that must be accommodated in campaign structures and creative development.

The update also affects how pharmaceutical companies approach search engine marketing strategies. Keyword targeting restrictions outside the three permitted markets limit paid search capabilities, potentially driving greater emphasis on organic search optimization and alternative marketing channels in those regions.

As enforcement begins October 29, 2025, advertisers should monitor their accounts for policy notifications and warnings. The structured warning system provides opportunity to address violations before suspensions occur, but requires active account management and compliance monitoring.

The pharmaceutical advertising landscape on Google now features greater complexity but also enhanced opportunities in specific markets. Success under this framework requires understanding the geographic distinctions, certification requirements, and content limitations that define permissible advertising practices.

Timeline

• October 14, 2025: Google announces Healthcare and Medicines policy update for prescription drug term usage
• October 29, 2025: Enforcement of new Restricted Drug Terms policy begins
• Mid-December 2025 (estimated): Full enforcement completion following 4-6 week ramp-up period
• August 2025: Google simplifies healthcare ad enforcement by removing content label
• July 2025: Google launches restricted drug term certification for healthcare advertisers in United States, Canada, and New Zealand
• July 2025: Google expands telemedicine advertising to UK and Singapore markets
• June 2024: Google updates Advertising Policy to address Opioid Painkillers
• October 2024: Google expands Sexual Health Advertising Policy
• November 2023: Google updates its Healthcare and Medicines advertising policy

Summary

Who: Google Ads, pharmaceutical manufacturers, online pharmacies, telemedicine providers, healthcare advertisers, and marketing professionals managing campaigns in Canada, New Zealand, and the United States.

What: A policy update to the Healthcare and Medicines policy revising the Restricted Drug Terms framework. The update permits promotional use of prescription drug terms in advertisements, landing pages, and keywords for campaigns targeting Canada, New Zealand, or the United States. Campaigns targeting other locations face continued restrictions limiting prescription drug terms to non-promotional applications. Certification requirements remain for keyword targeting and specific business types.

When: Announced October 14, 2025, with enforcement beginning October 29, 2025, and full implementation ramping up over approximately four to six weeks.

Where: The policy applies globally across Google's advertising platforms but creates geographic distinctions. Promotional use is permitted in Canada, New Zealand, and the United States. All other markets restrict prescription drug terms to non-promotional applications only.

Why: The policy modification addresses regulatory variations in pharmaceutical advertising across different markets. It enables promotional pharmaceutical advertising in jurisdictions where such marketing is legally permitted while maintaining restrictions in markets with stricter regulations. The update balances commercial advertising opportunities with consumer protection requirements and regulatory compliance obligations across diverse international frameworks governing prescription drug marketing.