ReferenceGoogle Ads disapproval
Restricted drug terms
Google restricts prescription drug names in ads, landing pages and keywords. In Canada, New Zealand and the US, the terms can be used without certification, but keyword targeting needs it. Elsewhere they cannot appear in ads or landing pages. Target only locations that allow them, apply at the child account, then edit and save.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The affected ad stops serving.
- How serious
- Low on its own. Repeated violations can lead to an account suspension, so remove the ad if it cannot be fixed.
What it means
The restriction covers prescription drug terms in ads, on landing pages and in keywords. A keyword that names a prescription drug is a term under this policy, even when the ad text does not name it. Google provides a list of covered drugs and active ingredients, and the list is not exhaustive.
Whether a term is allowed depends on where the campaign runs. For animal drugs in Canada and the US, the restriction applies only to drugs that are not prone to human abuse or misuse. Animal drugs that are prone to misuse fall under the main drug terms policy.
What actually triggers it
A landing page that names the drug
The policy covers landing pages as well as ads. A clean ad can be disapproved because the page it sends people to names a prescription drug.
Promotion in a location where the terms are not allowed
In other locations, prescription drug terms cannot be used in ads or landing pages. Non-promotional uses, such as regulatory warnings, legal notices, public health campaigns and academic publications, are allowed.
Keyword targeting without certification
Keyword targeting these terms needs certification, even in the US, Canada and New Zealand, where the ad text itself does not.
US health insurance without G2RS certification
US health insurance advertisers must first get G2RS certification. Advertisers promoting ACA-compliant plans need an additional certificate, applied for in the same Google Ads application.
Fix it in this order
- Confirm which locations the campaign targets, and keep only the ones that allow promotion of the product.
- If the business needs keyword targeting, apply in the Google Ads application at the child account, not the manager account. Include your customer ID and certified domain, and submit a separate application for each location or group of locations.
- Remove prescription drug terms from ads, keywords and landing pages in any location that is not on the allowed list, or choose a compliant landing page.
- Hover over the ad or asset, select Edit, make the change and select Save. Google reviews it again automatically.
When to appeal
Appeal from the account if you have fixed the destination or believe the decision was an error.
If you cannot or will not fix the violation, remove the ad, which helps prevent account suspension for repeated violations.
Often confused with
That page covers supplements and products that claim drug-level effects, not prescription drug names. A supplement ad can be disapproved under it even when it names no prescription drug.
The wider healthcare rules for pharmacies, telemedicine and insurance. Online pharmacies and telemedicine providers can use these terms only with certification, so read that page for those business types.