Beginning in July 2025, Google will enforce a new certification policy aimed at healthcare advertisers who engage in personalized advertising involving restricted drug terms. This move underscores Google’s ongoing efforts to maintain responsible advertising practices in sensitive areas such as healthcare and pharmaceuticals.
According to the company announcement, healthcare advertisers looking to use personalized targeting methods for content that includes restricted drug terms must complete a certification process. This initiative is designed to enhance user data protection and ensure that ads meet Google’s stringent standards for ad relevance, accuracy, and legal compliance.
Restricted drug terms typically include the names of prescription medications and treatments that are subject to regulation. Under the new policy, advertisers using targeted advertising strategies — such as remarketing, customer match, or similar audience tools — in campaigns that reference these terms will need to obtain prior approval from Google through the new certification process.
Advertisers who do not complete the certification by the July 2025 deadline will be prohibited from running personalized ad campaigns that contain restricted drug terminology.
This policy will affect a range of advertisers, including pharmaceutical companies, telehealth providers, and clinics that rely on paid search and display advertising to reach specific consumer segments. Google has advised impacted advertisers to begin preparations early and familiarize themselves with the certification application process, which will open ahead of the implementation date.
The change aligns with broader industry efforts to improve transparency and accountability in digital advertising, particularly within the healthcare sector. Google has not yet released specific details regarding the certification criteria but is expected to provide additional guidance in the coming months.
By implementing this certification, Google aims to strike a balance between innovation in personalized advertising and the responsible handling of health-related advertising content.
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