Beginning October 29, 2025, Google will update its Healthcare and Medicines Policy to change how advertisers can use prescription drug terms in ads, landing pages, and keywords. This update affects healthcare organizations, telemedicine providers, and clinics that advertise online.
What’s Changing
Google is tightening oversight of how prescription-related terms appear in ad content and search campaigns. Under the new Restricted Drug Terms policy:
- Use of Prescription Drug Terms:
Ads, landing pages, and keywords containing prescription drug names or active ingredients will face stricter regulation. - Permitted Use:
Advertisers may still use prescription drug terms for promotional purposes - including content promoting the branding, use, sale, and distribution of prescription drugs - as long as all content complies with local laws and regulations. - Certification Requirements:
While general use of drug terms in ads or on landing pages doesn’t require certification, keyword targeting these terms will. Certification is also mandatory for certain business types, including:- Online pharmacies
- Telemedicine providers
- Pharmaceutical manufacturers
Enforcement Timeline
Google will start enforcing the new rules on October 29, 2025, with full enforcement expected within 4–6 weeks. Violations won’t lead to immediate suspension—advertisers will receive a warning at least seven days in advance of any account action.
What This Means for Healthcare Clinics
If your clinic uses Google Ads to promote prescription-related services—such as hormone therapy, weight management, or telehealth visits—make sure your campaigns comply with the updated policy. Review your ad copy, landing pages, and keyword lists to ensure:
- Prescription names or active ingredients are used appropriately
- You have applied for certification if you keyword-target prescription-related terms
- All advertising follows local regulations and Google’s new guidelines
Beyond compliance, this is a good opportunity to review your broader digital marketing strategy.
It’s also always a good time to continue to invest in your organic visibility - improving your rankings on search engines through:
- SEO to expand your website relevance for key search terms - see our SEO tips for mental health/psychiatry clinics, chiropractors, medspas, and small/independent practices.
- Online listings to expand reach without relying solely on paid ads. Here’s a resource for the top places to list your business.
OptiMantra continues to support clinics with compliant, patient-friendly marketing tools and integrations that streamline communication, documentation, and growth—without compromising compliance.
Stay proactive. Review your Google Ads campaigns ahead of the October 29 policy enforcement date, and use this moment to strengthen your organic marketing foundation.
