Google's PPC Advertising Policy - What You Should Know

Pharmaceutical marketers have been slowly adopting Google Ads as an advertising channel – for good reason. When you consider that health and wellness queries make up 1 in 20 Google searches, it’s no wonder pharma brands have Google advertising on their radar.

For brands that are not yet advertising via Google Ads, here are some key details about running pharmaceuticals campaigns you should be aware of.

 

Google Ad Policies for Pharma Advertisers

First off, Google policies have been created with an expectation that ads and campaign destinations will follow appropriate laws and industry standards for the regions where they will appear.

In some cases, healthcare-related content can’t be advertised at all, while others can only be advertised if the advertiser is certified with Google and “targets only approved countries”. Therefore, Google encourages you to check local regulations for the areas you want to target.

The search engine provides a list of country-specific restrictions for every country as a resource.

 

Pharmaceutical Manufacturers

Google allows pharmaceutical manufacturers to advertise in select countries only. However, eligible countries will vary based on the drug and company classifications your brand falls under.

Prescription Drugs

Pharma marketers may promote prescription drugs in the U.S., Canada, and New Zealand only, but they may not promote prescription opioid painkillers anywhere.

Over-the-counter Drugs

Manufacturers may promote over-the-counter medicines in certain countries such as:

• United States
• Japan
• Russia
• China
• Australia
• Canada
• United Kingdom
• 22 other countries

Other Pharma Manufacturers and Suppliers

Bulk drug manufacturers, medical professional suppliers, and suppliers of certain compounds for commercial labs may advertise in the U.S. and Canada only.

 

Unapproved Substances

Google doesn't allow the promotion of the following content, regardless of any legality claims:

• Products that contain ephedra
• Herbal and dietary supplements with active pharmaceutical or dangerous ingredients
• Non-government approved product ads that imply the products are safe or effective for use in preventing, curing, or treating a particular condition
• Products with names that are confusingly similar to an unapproved pharmaceutical or supplement or controlled substance
• All items on a non-exclusive list of prohibited pharmaceuticals and supplements

Further, Google does not allow the promotion of DHEA products anywhere except the United States nor the promotion of Melatonin products anywhere except Canada and the United States.

 

Certification

In most cases, pharma advertisers must be certified by Google in order to serve ads (explore how to apply). To be certified with Google, they also must be registered with the relevant pharmaceutical authorities in the countries that their ad campaigns target.

For a fuller list of Google’s pharma ad policies, go here.

 

What Happens if an Ad Violates Google Ad Terms?

Google has specific responses for violating ad policy, depending on the severity of the violation.

Ad or Extension Disallowed

Ads and extensions that don't follow Google Ads policies will be disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is reviewed.

Google Account Suspended

Accounts may be suspended immediately and without prior warning if Google finds an egregious violation has occurred. An “egregious violation” of policy is considered activity that is so serious it is unlawful or poses significant harm to platform users.

Remarketing Lists Disabled

Remarketing lists that don’t follow Google’s personalized advertising policy may be disabled. In this case, those lists can no longer be used with ad campaigns and new users can’t be added to the lists.

Google explains its response to ad violations in more detail here.

 

Ultimately, Google Ads can be an effective channel to reach healthcare professionals. But it is important to adhere to Google’s policies to avoid ad removal.

 

If you’re planning a digital advertising strategy, consider Elsevier’s online ad options that align your brand with the most respected journals in the world.  

 

(Note: the information in this post is provided purely as guidance and should not be considered legal advice.)

 

Article Written by: Alex Brown