What are YouTube's ad policies for healthcare and medicines?

What are the general rules for advertising healthcare and medicines?

Google Ads is committed to adhering to advertising regulations for healthcare and medicine. This means that all ads and their destinations, such as landing pages, must follow appropriate laws and industry standards. Some types of healthcare-related content cannot be advertised at all, while others are restricted to certain locations and require advertisers to apply for and receive approval from Google Ads. Google also states that some products are not allowed for promotion, regardless of any claims about their legality.

A core principle of Google's advertising policies is to maintain user trust. The Misrepresentation policy aims to ensure that ads are clear, honest, and provide the necessary information for users to make informed decisions. This policy prohibits ads or destinations that deceive users by omitting relevant product information or providing misleading details about products, services, and businesses. Scamming users by hiding or misrepresenting information about your business, products, or services is not permitted.

Advertisers must be truthful about their services and qualifications. It is not allowed to lie about services that could put people's health or safety at risk, such as pretending to offer medical help when you do not. Making misleading statements or obscuring material information about your identity, affiliations, or qualifications is also prohibited. Additionally, ads must clearly and conspicuously disclose the payment model or the full expense a user will incur before and after a purchase. Ads that use negative life events like death, accidents, or illness to induce fear or guilt and pressure immediate action are not allowed. Finally, making inaccurate claims or enticing users with improbable results as the likely outcome is also prohibited.

What healthcare products and services are prohibited or heavily restricted?

Google restricts the promotion of several specific healthcare-related products and services. This includes services related to the online prescribing, dispensing, and sale of prescription drugs. Google explicitly states that ads promoting or selling prescription opioid painkillers are not allowed.

Beyond specific drugs, Google also prohibits the promotion of clinical trial recruitment in most locations. Additionally, abortion ads are not permitted in a number of locations and are subject to Google Ads Network restrictions. Google provides a list of examples of pharmaceuticals and supplements that are not allowed under its Healthcare and medicines policy.

When do I need certification to advertise healthcare?

For certain healthcare products and services, Google requires advertisers to be certified before their ads can be served. This is part of the policy that allows some content to be advertised only by approved advertisers in specific locations. For example, in the United States, advertisers must be certified by Google to advertise health and medical insurance coverage. Government advertisers are an exception to this rule, as they are pre-approved.

Another area requiring certification is the advertising of certain CBD products. Specifically, FDA-approved pharmaceutical CBD advertisers must be certified by Google to serve ads. For non-pharmaceutical, topical CBD advertisers, a two-step process is required: they must first apply for certification with LegitScript before completing the CBD application form in the Google Ads Help Center. To avoid delays in the certification process, advertisers should ensure they provide all requested information accurately and completely.

What are the rules for advertising CBD products?

Advertising for CBD products on Google Ads, including on YouTube, is subject to specific and strict rules. For FDA-approved pharmaceutical CBD, advertisers must obtain certification from Google before their ads can be served. Even with certification, these ads are only eligible to be served in specific locations: California, Colorado, and Puerto Rico.

Furthermore, certain ad formats are not eligible for serving CBD promotions. This includes formats such as the YouTube Masthead. For advertisers promoting non-pharmaceutical, topical CBD, the certification process involves an initial step with a third-party organization. They must first apply for certification with LegitScript before proceeding to fill out the CBD application form available in the Google Ads Help Center. Providing all requested information is crucial to prevent unnecessary delays in the approval process.

How does Google protect user data in healthcare ads?

Google prioritizes user trust, particularly regarding how personal information is handled. Users expect that their data will be respected and managed with appropriate care. Therefore, advertising partners are prohibited from misusing user information, collecting it for unclear purposes, or doing so without proper disclosures or security measures.

Advertisers must implement appropriate security measures based on relevant industry standards for the type of information they collect. It is strictly forbidden to collect sensitive personal data, such as credit or debit card numbers, bank account details, national identity numbers, tax IDs, pension, healthcare, driver's license, or social security numbers, over an unsecured page. Such pages are those not protected by SSL (Secure Sockets Layer) and lacking a valid SSL certificate. If an advertiser is collecting personal information, they must either cease collection or ensure it is done through a secure SSL server to keep it safe.

Additionally, advertisers must not share personally identifiable information (PII) with Google through remarketing tags, conversion tracking tags, or any product data feeds associated with ads. Using personal information in ways that users have not consented to is also prohibited. This includes failing to obtain legally valid consent from end users for the use of cookies or other local storage where legally required, as well as for the collection, sharing, and use of personal data for ad personalization.

Common questions

Can I advertise prescription drugs on YouTube?

Google restricts the promotion of services related to the online prescribing, dispensing, and sale of prescription drugs. Specifically, ads promoting or selling prescription opioid painkillers are not allowed at all.

Do I need special approval to advertise health insurance in the US?

Yes, in the United States, you must be certified by Google to advertise health and medical insurance coverage. Government advertisers are an exception and are pre-approved.

Are there any restrictions on advertising clinical trials?

Yes, Google generally does not allow the promotion of clinical trial recruitment in most locations.

What kind of information am I not allowed to collect from users in healthcare ads?

You cannot collect sensitive personal information like credit card numbers, bank accounts, national identity, tax ID, pension, healthcare, driver's license, or social security numbers over an unsecured page. All personal data collection must be secure and with user consent.

Can I make claims about guaranteed results in my healthcare ads?

No, making inaccurate claims or claims that entice the user with an improbable result as the likely outcome is not allowed. Ads must be clear, honest, and provide information for informed decisions.