Google Updates Healthcare Ads Policy to Include Opioid References by Verified Election Ads

Google announced a significant update to its Healthcare and medicines advertising policy, effective August 2024, focusing on opioid painkillers. This update expands the list of entities allowed to reference opioids in their ads, now including verified election advertisers under specific conditions.

In August 2024, Google will revise its Healthcare and medicines policy concerning opioid painkillers. Verified election advertisers will be able to apply for a certification to refer to opioid painkillers without promoting or selling them.

Prescription Opioid Painkillers

• Prohibited Ads: Ads promoting or selling prescription opioid painkillers are not allowed.
• Exceptions: Medication-assisted treatment (MAT) drugs for opioid use disorder that meet all other prescription drug requirements are excluded.

Certification for Advertisers

Certain advertisers can apply for certification to refer to opioids in their ads, including:

1. Public health and safety awareness campaigns from governmental or well-established non-profit health advocacy organizations.
2. Ads for non-opioid pharmaceuticals that only mention prescription opioids in their safety information.
3. Certified addiction treatment providers in the United States.
4. Verified election advertisers (only in regions where they are certified to run election ads).

Advertisers without these certifications cannot refer to opioid painkillers in their ads. Applications for certifications can be submitted through Google's platform.

Policy Enforcement

Google takes abuse of these certifications seriously, considering it an egregious violation. They may review multiple sources, including ads, websites, accounts, and third-party sources, to determine policy violations. If an advertiser is found to be abusing these certifications by promoting or selling opioid painkillers, their Google Ads account will be suspended immediately and permanently, without prior warning. Appeals can be submitted if an advertiser believes there has been an error, but accounts are only reinstated in compelling circumstances.