Healthcare Ad Restrictions: How to Avoid (+ Fix) Disapprovals

Health-related ads are strictly regulated across platforms due to HIPAA privacy laws, sensitive data, and protecting users from misleading claims. For regulated areas like pharmaceuticals and supplements, there are key strategies, certifications, and secure data practices to follow.

Healthcare marketing can be tricky.

Developing an effective digital marketing strategy and creating ads that don’t violate stringent regulations often feels like an uphill battle for marketers and healthcare professionals alike.

One moment, your ad engages audiences and drives traffic; the next, it’s blocked — or worse, your account faces suspension.

This sudden shift can cause campaign delays and a significant drop in potential patient outreach.

So, what can be done? HawkSEM Lead Strategist Katie Blatman guides us through the process step by step.

Some healthcare-related content can’t be advertised on Google at all. (Image: Unsplash)

Why are advertising restrictions for healthcare so strict?

Healthcare advertising is more heavily regulated than other industries due to the risk of sharing and managing sensitive health data.

Advertising restrictions are put into place for a few key reasons:

• Protecting users: Advertising platforms want to prevent ads that exploit users’ emotions, risk the exposure of sensitive information, and cause misunderstandings due to complex medical terminologies.
• Preventing misinformation: There’s a high risk of misinformation about health-related topics, which can have serious consequences. Strict ad regulations help keep only scientifically supported and verified information in circulation.
• Maintaining public safety: Ensuring that only approved treatments and practices are advertised protects the public from potentially harmful or ineffective health solutions.
• Upholding ethical standards: Platforms enforce these rules to uphold ethical advertising practices, especially in sensitive areas like healthcare, where the impact of false advertising can be particularly severe.

Who regulates healthcare marketing?

Healthcare marketing regulations are put in place and upheld by federal agencies, laws, and state boards, including:

Food and Drug Administration (FDA)

The FDA regulates how pharmaceutical drugs, medical devices, and certain medical technologies are marketed.

Federal Trade Commission (FTC)

The FTC oversees marketing for consumer products, such as over-the-counter products, supplements, and health apps.

HIPAA

The Health Insurance Portability and Accountability Act of 1996, or HIPAA, protects sensitive patient data.

Centers for Medicare and Medicaid Services (CMS)

CMS regulates marketing that targets Medicare and Medicaid patients, typically from hospitals and providers.

State-level regulations

State advertising rules differ for areas like telehealth, medical cannabis, and healthcare providers.

Areas of healthcare with the most restrictions

While this isn’t a complete list, here are key areas of healthcare with high advertising restrictions:

• Dietary supplements
• Pharmaceutical manufacturers
• Medical aesthetics
• Fitness and diet programs
• Clinical trial and experimental treatments
• Sensitive health topics, like fertility treatment, birth control, and abortion
• Addiction services
• Health insurance
• Telemedicine
• Health apps

Core advertising restrictions healthcare marketers must follow

Regardless of the advertising platform, there are key policies and best practices all healthcare-related advertisers must follow:

Prohibition of misleading claims: Never use unsubstantiated medical benefits, such as guaranteed results, cures, or “miracle” products.

Use disclaimers or disclosures: Ads must include disclaimers for claims, such as varying results for treatment effectiveness, to avoid misleading consumers.

Protect private data: Privacy laws like HIPAA puts boundaries in place for remarketing, retargeting, and third-party tracking pixels.

Data collection through website forms must be secure, ideally through encryption and third-party data storage, and sensitive questions should be limited for added safety.

Avoid dramatic before/after imagery and testimonials: Don’t use photos or quote testimonials to push messaging that wouldn’t have been allowed otherwise. Any health-related claims still have to be backed by evidence.

Legal compliance: Healthcare laws vary significantly from one jurisdiction to another. These laws often dictate what can be advertised, to whom, and how.

Get the required certifications: If you’re a drug and addiction facility, CBD merchant, or other healthcare retailer, you should get certified with LegitScript or NABP. If you’re an insurance agent, you’ll need to be certified with G2.

Know if your product or service isn’t allowed: Some products and services aren’t allowed or are restricted in some countries. You need to know if you fall into this group before you start advertising.

For instance, advertising anabolic steroids simply isn’t allowed, but melatonin can be advertised in the United States and Canada.

Platform-specific healthcare advertising policies

There are not only state or federal laws to contend with. Major digital marketing platforms have developed extensive policies specifically for healthcare ads. Two major players are Google Ads and Meta Ads.

Google Ads healthcare policy

Google has a very comprehensive set of healthcare advertising regulations. Here’s a summary of the key points:

Certification requirements

Advertisers must obtain Google-certified approval to promote prescription drug–related services, including online pharmacies, prescription drug sales, and telemedicine.

Google determines whether certification is required based on the ad content, landing page, products offered, and even metadata.

Licensing information

Over-the-counter drug (OTC) ads must include the relevant license numbers as required by local regulations.

Geographic targeting

Healthcare ads must target only the states or countries where the products and services are legally permitted. Google may disapprove ads that appear in regions where the service, drug, or device is restricted.

Landing page compliance

If your website contains non-approved drugs or supplements, Google recommends using a standalone landing page for approved products to avoid ad disapproval. Even a single non-approved item on a page can trigger ad disapproval.

Restricted products

Google provides detailed examples of restricted products, such as:

• Prescription drugs: Google generally prohibits the promotion of prescription drugs in ads, particularly if they are marketed directly to consumers.
• Unapproved pharmaceuticals and supplements: Ads for pharmaceuticals and supplements that have not received regulatory approval are not allowed.
• Speculative and experimental medical treatments: Treatments that are considered unproven, experimental, or speculative, such as certain gene therapies or stem cell therapies, are not permitted in ads.
• Products or treatments with misleading or unsubstantiated claims: Google does not allow the advertising of products or treatments that make misleading, false, or unsupported health claims.
• Substances of abuse: Ads promoting substances that can be abused, such as recreational drugs, are strictly prohibited.
• Products mimicking controlled substances: Advertising for products that imply they are as effective as controlled drugs or prescription medications is not allowed.

Some categories may be allowed only with Google certification or in specific regions.

Personalized advertising restrictions

Google does not allow targeting based on personalized information. Sensitive health content includes:

• Physical health conditions
• Mental health conditions
• Products, services, or procedures to treat or manage conditions
• Intimate health issues
• Invasive procedures
• Disabilities, even when content targets the primary caretaker

Advertisers that promote sensitive interest content cannot use the following targeting features:

• Customer Match
• Your data segments
• Audience Expansion
• Lookalike Segments
• Custom segments
• Custom Affinity

Remarketing and data collection

Most healthcare advertisers cannot use remarketing or build audiences based on visits to pages related to conditions, symptoms, or treatments.

Collecting or using personal health information for ad targeting is prohibited.

Medical claims

Google Ads Misrepresentation policy prohibits all ads from making misleading or exaggerated claims. This includes:

• “Guaranteed results,” “miracle cure,” or unrealistic outcomes
• Dramatic before/after imagery
• Unsubstantiated health benefits
• Exploiting user vulnerabilities or emotions

Certification for health insurance

Advertisers must be certified by Google to promote health insurance coverage, with the exception of government advertisers, who are automatically pre-approved.

Pro tips for Google Healthcare ads

• Get certified: Obtain the necessary certification for restricted health categories.
• Stay transparent: Include license numbers and ensure ads target allowed regions.
• Stay current: Google frequently updates healthcare ad policies; review them regularly to avoid disruptions.

Meta Ads healthcare policy

Meta’s healthcare advertising policies differ from Google’s and can be trickier to navigate.

They emphasize user safety and positive messaging. Here’s a summary of the key points:

Negative self-perception

Ads for appearance-related health products must not imply:

• Negative body image
• That a user has a medical condition
• That the user should fix or improve themselves
• Poor health, failure, or shame

Sensitive health data cannot be used for targeting

Meta prohibits advertisers from using personal health attributes for ad targeting, including:

• Diseases or medical conditions
• Physical or mental health status
• Genetic or fertility conditions
• Sexual and reproductive health
• Addiction or recovery status
• Disabilities

Targeting users under 18

Meta has restricted advertising to teenagers, particularly for health-related ads.

Meta bans targeting users 18 years or younger for weight loss products, cosmetic procedures, or reproductive health.

Pro tips for Meta healthcare ads

• Use positive messaging: Focus on positive health outcomes and avoid direct references to users’ conditions.
• Avoid “you” messaging: Ad copy for health-related content should avoid directly addressing the user.
• Check for updates often: Check Meta’s Transparency Center monthly. Meta policy changes often, sometimes without announcements.
• Reach out to support: Consult Meta’s support team to understand specific ad or landing page disapprovals.

Common reasons healthcare ads get disapproved

When you know why healthcare ads are disapproved, you can save yourself a lot of time and frustration and make sure your ad campaigns reach their target audience without interruption.

Here are common reasons for ad disapproval in the healthcare sector:

• Policy violation: Google enforces strict rules to maintain the accuracy and safety of healthcare ads, as do Meta and other social media platforms. Violations can include unverified treatments, misleading claims, or promoting unapproved drugs.
• No credentials: Ads may be rejected if they lack proper credentials or verifications. It’s important to display relevant licenses and certifications to establish credibility.
• Language: Specific wording can determine ad approval. Phrases implying guaranteed outcomes, especially within unrealistic time frames, are often disapproved.
• Targeting: Medical device ads should explicitly state they are intended for healthcare professionals, not direct consumers.
• Transparency and contact info: Ads without clear, accessible contact details may face rejection. Ensure all relevant contact information is included and up to date.
• Website quality: A poorly functioning website with slow load times or difficult navigation can lead to ad disapproval. Optimize for mobile responsiveness and user experience.
• Regulatory compliance: Ads must comply with the healthcare regulations of the target country or region. For example, in Malaysia, testimonials are prohibited.

Pro tip: If your business is in fields like injectables or medical weight loss, consider obtaining third-party certifications to bolster your credibility with platforms like Google.

What to do if your healthcare ad gets disapproved

Handling healthcare and disapproval can be frustrating. However, approaching them with a calm head will help you navigate the process and minimize downtime.

1. Automated approval processes

Problem: Many platforms, including Google, are leveraging automation for their approval processes, which can lead to disapprovals due to minor issues or technicalities.

Solution: Submit an appeal through the specific platform’s process. Clearly articulate why the ad should be reconsidered. Back up your appeal with any supporting documents or explanations to clarify any misunderstandings and resolve the problem quickly.

2. Ad copy or content issues

Problem: Your ad copy or landing page content might not comply with the specific platform’s policies or contain problematic wording.

Solution: Thoroughly review and revise your ad copy and landing page content to make sure they align with platform guidelines. Resubmit your ad after making the necessary adjustments to the language and content.

3. Landing page non-compliance

Problem: The landing page linked to your ad does not meet the platform’s compliance standards.

Solution: Ensure your landing page fully complies with the platform’s policies. This might involve removing non-compliant elements, adding necessary disclaimers, or simplifying navigation. Reassess all content for any banned terms or misleading claims.

We asked Blatman for some examples of what might not meet compliance standards.

“Let’s say you run a med spa that offers injectables,” Blatman says.

“If you have Botox on your landing page or website, even if it’s not mentioned in an ad, your ad could get disapproved since Botox is a brand name.

“Same with Restylane, Juvederm, Kybella, and other brands. Just to be safe, stick to injectables or botulinum toxin, etc., to speak about the services and benefits.”

4. Need for direct resolution

Problem: Some disapproval issues might be complex and not easily resolved through standard procedures.

Solution: Contact the platform’s support team directly for assistance.

Pro tip: If your business is medical or medical-adjacent (such as injectables or medical weight loss), you may be able to apply for a third-party certification. These certifications generally have an annual cost, but they can help your offering seem more legitimate in the eyes of Google.

Search engines like Google are working to put rules and regulations in place that help ensure healthcare-related ads are transparent and accurate. (Image: Pexels)

What do different ad approval statuses mean?

Ad statuses aren’t limited to “approved” or “disapproved.” Some ads only get approved for certain countries. Some are approved or disapproved across the board. And others get a different status altogether.

Google ad statuses include:

• Under review
• Eligible, Eligible (limited), and Eligible (limited all locations)
• Serving
• Approved and Approved (limited)
• Disapproved
• Not eligible

Eligible (limited) ads are limited in where and when they can show, per the Google ads policy. This status often applies to industries such as alcohol, trademarks, and gambling.

Basically, your ad surfaces for a limited audience. Depending on the content, that could mean it’ll only show to those over 18.

The good news: A limited approval status often silos out unqualified leads. This means you don’t have to pay for clicks for clicks that likely won’t pan out.

You may also see your ads labeled as health in personalized advertising.

“Personalized advertising means any type of advertising that uses first-party data you’ve collected for audiences, usually for remarketing purposes,” says Blatman.

“For example, email lists, past website visitors, non-converters, past converters, etc.”

She goes on to explain that, in most cases, ads will serve fine.

“You’ll just see the ad approval status as approved (limited), so Google is a little more selective on who it shows ads to,” she says. “For example, no one under 18 would likely see an approved (limited) ad.”

Pro tip: Ads can also be labeled as Pending, Ended, or Paused when not under review.

Other platforms, such as Facebook, LinkedIn, X, and TikTok, also have their own separate and slightly different ad statuses. Here are some examples.

Facebook ad statuses include:

• In review: The ad is being reviewed by Facebook’s automated or manual processes.
• Active: The ad is currently running and eligible to be displayed.
• Scheduled: The ad is approved and scheduled to start serving at a later date.
• Paused: The ad is currently not running but may resume if unpaused.
• Disapproved: The ad violates one or more of Facebook’s advertising policies and will not be served.
• Learning: The ad is collecting performance data to optimize its delivery.
• Completed: The campaign or ad set has ended, and the ad is no longer serving.

LinkedIn ad statuses include:

• Pending Review: The ad is awaiting review by LinkedIn’s compliance team.
• Active: The ad is live and currently displayed to the selected audience.
• Paused: The ad is stopped but can be resumed at any time.
• Rejected: The ad has been disapproved due to non-compliance with LinkedIn’s advertising policies.
• Completed: The campaign has ended, and the ad is no longer serving.

The takeaway

Digital ads can be an effective tool for providing healthcare and well-being resources. But in the wrong hands, they can also spread bad-faith information and lead vulnerable searchers astray.

Search engines like Google put rules and regulations in place that help ensure healthcare-related ads are transparent and accurate. Looking for some help along the way? We got you.

This article has been updated and was originally published in January 2022.