Google Ads Updates: Prescription Drugs & Healthcare Policy Changes

Digital Phablet announced that Google Ads will revise its Healthcare and Medicines policy to better align with new rules regarding the use of prescription drug terminology by advertisers. These updates will take effect starting October 29, 2025.

Ginny Marvin, the Google Ads Liaison, clarified on social media that the core approach to keyword targeting in this area remains unchanged. She explained that the revised policy allows the use of prescription drug terms within ad copy and landing pages for non-promotional purposes—such as public health messages or academic content. She emphasized that the longstanding requirement for advertiser certification to use drug-related keywords is not affected by these updates.

When the new policy goes live this month, the Restricted Drug Terms policy page will be updated to include the following points:

• Restricted Drug Terms: Google limits the use of prescription drug language in ads, landing pages, and keywords. Usage rules vary based on geographic location, and in some regions, advertisers may use these terms for promotional purposes—such as advertising, promoting, or selling prescription drugs. Examples of monitored content are available, including a list of certain drugs and active ingredients.
• Campaigns targeting Canada, New Zealand, or the U.S.: Advertisers are permitted to promote prescription drugs in compliance with local laws and regulations. This includes branding, usage, sale, and distribution. Certification isn’t necessary for using these terms in ad text and landing pages, but it is required for keyword targeting, especially for certain business types like online pharmacies, telemedicine services, and pharmaceutical companies.
• Campaigns targeting other regions: The promotional use of prescription drug terms is generally not allowed. However, non-promotional uses—such as health warnings, legal notices, public health initiatives, or academic publications—are permitted. Businesses like online pharmacies and telemedicine providers may still need certification to target keywords with drug-related terms.

The conversation about these policy updates also continues on social media platforms.