Google Ads Policy Update: Limited Non-Promotional Use of Prescription Drug Terms Now Allowed
In a significant policy shift, Google Ads will now permit limited, non-promotional use of prescription drug terms in advertisements — marking a more nuanced approach to healthcare advertising. The update takes effect October 29, giving advertisers more flexibility for educational and public-interest messaging while maintaining strict safeguards against promotional misuse.
What’s Changing
Until now, Google applied a blanket restriction on ads that mentioned prescription drug names, regardless of context. Under the new policy, advertisers will be able to use such terms in informational or educational contexts, including:
- Public health announcements
- Academic or medical research publications
- Legal or regulatory updates related to prescription drugs
This means ads that reference prescription medications purely for informational purposes—without promoting or selling the drugs—may now be eligible for approval.
What’s Staying the Same
Google’s keyword certification policy for prescription drug-related terms remains unchanged.
- Advertisers in the U.S., Canada, and New Zealand must still obtain the proper Google healthcare certification to target keywords containing prescription drug names.
- Eligible advertisers include pharmaceutical manufacturers, telemedicine platforms, and licensed online pharmacies.
- In all other countries, promoting prescription drugs continues to be prohibited, although certified entities may use such terms in non-promotional ways, as permitted by local law.
Enforcement Timeline
The new policy will roll out starting October 29, with enforcement gradually increasing over the next four to six weeks. Advertisers found in violation will first receive a seven-day warning before any account suspension occurs.
Why This Matters
This policy update offers more room for responsible communication in the healthcare sector. Organizations can now create campaigns that:
- Raise awareness about disease prevention and treatment access
- Share academic or policy insights about prescription drugs
- Support public health education initiatives
However, the emphasis remains firmly on non-promotional content — any attempt to market or sell prescription drugs directly through ads without certification will still result in enforcement actions.
Key Takeaways
- Effective Date: October 29
- Allowed: Limited, non-promotional use of prescription drug terms in ads and landing pages
- Not Allowed: Direct promotion or sales without certification
- Regions Affected: U.S., Canada, New Zealand (certified advertisers); informational exceptions in other countries as allowed
- Warning Period: 7 days before suspension
