Advertising Botox & Prescription Drugs On Google
There are limitations as to what can be advertised on Google. Certain products and services are completely banned (eg firearms, certain drugs). Other health products & services are allowed, under certain conditions (eg aesthetics treatments, health insurance, addictions counselling).
For campaigns targeting Canada, certain businesses such as online pharmacies and pharmaceutical manufacturers may use prescription drug terms in Google Ads text and landing pages. But your company and your advertiser has to meet specific conditions.
Jumping through Google’s Hoops
Businesses must first be accredited by LegitScript Healthcare Merchant Certification Program or National Association of Boards of Pharmacy (NABP) (see Ad Policies)
Learn more or apply for LegitScript certification or NABP accreditation. Of note, there is an application fee and annual fee for certification (eg LegitScript fees).
Once accredited, you can set up your Google Ads account and apply for permission to Advertise.
Apply for healthcare-related advertising
List of what can and what cannot be advertised on Google Ads
IMPORTANT NOTE: You may be doing everything according to the rules but get flagged multiple times for policy violations. Many manual reviews may be required to maintain your campaign. Google’s AI isn’t so intelligent yet. And often the customer support isn’t so supportive.
ANOTHER NOTE: information was taken from https://support.google.com/adspolicy/answer/176031
Jumping through Trademark Hoops
When posting an ad on Google, you need to consider company trademarks. The use of trademarked products (such as Botox) will often trigger a flag on Google Ads, to which you will have to appeal. You may need to get permission from the actual manufacturer to prove you are legally permitted to use their trademarked name in your Ads. The methods to receive this approval is done through Google’s appeal process and can vary. This process can take time.
Jumping through Health Canada’s Hoops
Outside of Google’s policy, Canadian law is very strict when it comes to Botox:
Illegal Marketing of Prescription Drugs in Canada
(Scroll to the bottom of the page and read the section on Botox)
“Botox is an example of a prescription drug that health care providers and clinics sometimes market to consumers. No direct or indirect reference can be made to its therapeutic use and/or benefits.”
Conclusions
Can you advertise Botox and other prescription drugs on Google?
Yes, but you need to be accredited, and Google’s AI isn’t so intelligent, so you may have issues keeping approval. And if you are using trademarked names in your ads, you may need approval from the license holder.
Can you post information about Botox and other prescription drugs on your Canadian website?
Barely. You can’t make any claims as to what the drugs do.
There is some great potential for advertising Botox and other prescription drugs on Google, but is the pain and cost worth it? Your call.
* Rules change, policies change. Cityline Websites Ltd. Takes no responsibility for the accuracy of content within this article. This is our opinion and interpretation of the requirements at the time of writing this article.