Google yesterday has revealed a series of updates to its Healthcare and Medicines advertising policy. These changes, which were announced today, will affect advertisers worldwide and are set to come into effect soon.
One of the primary changes in the policy update is the rephrasing of the existing "Prescription Drug Sale" policy, which will now be referred to as "Prescription Drug Services." This adjustment aims to provide a clearer understanding of the policy's scope and guidelines while not altering Google's commitment to its enforcement.
The updated policy language will now state: 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.
To determine compliance with this policy, Google will evaluate several factors, including the content of advertisements, websites, or applications, as well as the products or services offered. A cautious approach will be taken to apply this policy, especially for landing pages that seem to facilitate the online prescription, dispensation, or sale of medicines.
Google's update also provides a breakdown of which countries will allow the promotion of certain prescription drug services. Advertisers should take note that such services can only be promoted in specific countries. These countries include: Australia, Austria, Brazil, Canada, China, Czechia, Denmark, France, Germany, Hong Kong, Israel, Japan, Kenya, Mexico, Netherlands, New Zealand, Norway, Portugal, Russia, Slovakia, Sweden, Taiwan, United Kingdom, and the United States. Advertisers must refer to the country-specific section of the Healthcare & Medicines policy to gain insights into the types of services that can be promoted and to understand the specific requirements for each country.
Keyword Bidding Policy
Under this updated policy, Google allows certified advertisers to bid on keywords that contain prescription drug terms, but this is limited to the following countries: Australia, Austria, Canada, Czechia, Denmark, Germany, Israel, Japan, Kenya, New Zealand, Netherlands, Norway, Portugal, Slovakia, United Kingdom, and United States.
Google emphasizes the importance of advertiser certification in this policy update. Advertisers who wish to serve ads for prescription drug services must obtain certification from Google. The specific requirements for certification may vary by country, so advertisers are urged to check the country-specific restrictions for each region in which they intend to advertise.