“Healthcare and medicines” in the explanation for an ad restriction or disapproval names the policy covering healthcare and medicine advertising.
While that line is on the ad, it does not run as a normal approved ad. How review works overall is covered in how to pass Google Ads review.
What it means
Some of this content cannot be advertised at all. Other content may run only in certain countries and may require approval through certification. Google enforces the English text of the policy. The full conditions are in Google’s Healthcare and medicines policy.
In the accounts I audit, a clinic, a dental practice, or a therapist most often hits this line because a prescription drug name sits in the ad text, the keywords, or the landing page. In those cases, the restriction concerns the drug name rather than advertising the appointment itself. The policy calls that subsection “Restricted drug terms”: those names are restricted in all three places.
If the campaign targets allowed countries and the domain is certified, for most policies in this group the ad is labeled “Eligible (limited)” and can run only where that is allowed.
| What you have | What the policy does |
|---|---|
| A prescription drug name in the ad, a keyword, or the clinic page | Limits the ad, even when the visit itself may be advertised |
| Allowed countries and a certified domain | Label “Eligible (limited)”, delivery only in allowed countries |
| Prescription drugs sold without a prescription, or a country where you are not licensed | Egregious violation: the account is suspended with no warning |
The same page also lists these subsections:
- Prescription drug services
- Restricted drug terms
- Pharmaceutical manufacturers
- Unauthorized pharmacies
- Unapproved substances
- Prescription opioid painkillers
- Speculative and experimental medical treatment, cell therapies, and gene therapies
- Clinical trial recruitment
- Addiction services
- Abortion
- Birth control, fertility, and testing
- HIV home tests
- Health insurance
What is at stake
A disapproved ad brings no leads until the status changes. A certified domain in allowed countries gets the label “Eligible (limited)”: the ad can run, but only where the policy allows it.
“Unauthorized pharmacies” is the harsh case. Selling prescription drugs without a prescription, or targeting a country where you are not licensed, is egregious. Google suspends the account on detection, with no prior warning, and you may not advertise with Google Ads again. Prescription opioid painkillers carry the same suspension. There is no warning pause first.
What to do
- Hover over the disapproval reason beside the ad in the “Status” column to read the explanation. Check that the policy named is “Healthcare and medicines”.
- Find prescription drug names in the ad text, the keywords, and the landing page. If you are a clinic, a dental practice, or a therapist, remove those names and save the same ad. Keep the description of the appointment service.
- If you promote prescription drug services, an online pharmacy, or telemedicine that prescribes, apply for Google certification first and target only countries where that is allowed.
- Before you launch, open “How does this policy differ from location to location?” and read the row for every country you target, including the United States and the United Kingdom. A permission in one country does not carry to another.
- If the account is already suspended for selling prescription drugs without a prescription, or for a country where you are not licensed, do not open a new account. If you believe the suspension is an error and you did not violate the policy, submit an appeal and explain why, thoroughly, accurately, and honestly: accounts are reinstated only in compelling circumstances.
What not to do
- Do not launch prescription drug ads until you have checked the requirements for your category and every target country, including any certification requirements.
- Do not leave the drug name in keywords or on the landing page after removing it only from the ad text. The policy restricts all three places.
- Do not open a new account and do not copy the ad to reset the status.
- Do not add a country where you are not licensed for that service.
When this does not apply
The rules depend on the country. This page explains the line in the account. It does not say whether you may provide the medical service.
Removing a drug name and keeping the description of the appointment service is not enough to check compliance for an online pharmacy, addiction services, abortion, health insurance, clinical trial recruitment, or experimental treatment. Check the separate restrictions and certification requirements for those categories.
If the ad is already “Eligible (limited)”, read the article about that status. Check the specific reason for the restriction before removing the description of the appointment service from the ad.
If the “Healthcare and medicines” status does not change after these steps, we can review the account together: the ad text, the keywords, the landing page, and the countries you target.
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See the book →Questions and answers
Can I advertise a doctor’s visit or dental care?
In the cases I see, the issue is usually a prescription drug name in the ad, the keywords, or the page. Remove that name and keep the description of the appointment service. For prescription drug advertising, check certification requirements and restrictions for every target country.
Why does the ad say “Eligible (limited)” instead of “Eligible”?
For most policies in this group, a certified domain that targets allowed countries gets that label. The ad can run only where it is allowed.
Will the account be suspended with no warning?
A drug name can lead to an ad restriction. Google suspends the account without prior warning when it detects a violation of the “Unauthorized pharmacies” policy, such as selling prescription drugs without a prescription or targeting a country where you are not licensed. A new account does not lift the suspension.