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V DIGITAL SERVICES BLOG Straight From The Pros
New Update To Healthcare Provider Policy for Google Ads
Paid Media
Posted by Mike V On August 4, 2021
Summary:
Starting June 2, 2021, Google updated their Healthcare and Medicines Policy requiring health insurance advertisers to obtain a G2 Health Insurance Provider certification before they can proceed to advertise on any Google Ads Platform in the United States. Government advertisers are exempt from certification.
Full Article:
Beginning June 2, 2021, Google will require all health insurance advertisers in the United States to obtain a preliminary certification via G2 in order to gain permission to advertise on the Google Ads platform. Government agencies and advertisers are exempt and not required to obtain certification. 
Starting May 3, 2021, advertisers can submit an application on the G2 website . The fee schedule for processing and monitoring your application can be found here .
This update will require health insurance advertisers to do three things:
- Identify themselves with G2 as a health insurance provider
- Certify to G2 that they are licensed and lawfully operating as a health insurance provider in each respective state and territory where they intend to solicit business.
- Confirm their registration with the U.S. government if they promote and sell Affordable Care Act compliant plans.
Once G2 certification is obtained, the advertising party must also obtain Google Certification before proceeding with their advertising.
Violations of this policy will not lead to immediate account suspension without warning; however, this may occur after multiple violations.
Google’s Healthcare and Medicines Ad Policy can be read here in its entirety.
As the digital landscape evolves, Google and other platforms are making changes to their policy to keep up with the ever-changing marketplace. You must keep up with these changes to remain competitive and relevant to your customers.
At VDS, we pride ourselves on being a resource for our clients and potential clients on helping them navigate the complexities of digital advertising. We want to show you how our experience and intellectual capital can help meet your goals and help you grow your presence online.
Please reach out to us, and our professional team of marketing gurus will help you plan to get the most out of your marketing budget.
Featured Image: digitalskillet/Shutterstock
Frequently Asked Questions
What Healthcare Advertising Changes Did Google Implement?
Google now requires verified advertiser status, restricts certain treatment claims, mandates disclaimers, and prohibits speculative diagnoses. Verification typically takes 5-10 business days; advertise without it and ads will be disapproved.
Which Healthcare Categories Are Most Restricted?
Pharmaceutical advertising, telehealth services, mental health treatments, addiction recovery, and weight loss are most restricted. Each category requires specific certifications and pre-approval before campaigns can run.
How Should Healthcare Advertisers Adapt to the Policy Changes?
Complete verification first, audit ad copy for restricted claims, add required disclaimers, ensure landing pages match Google’s healthcare quality guidelines, and avoid retargeting based on sensitive health categories.
What Are the Penalties for Non-Compliant Healthcare Ads?
Repeated violations trigger account suspension. First-time violations typically result in ad disapproval with appeal options. Documented patterns of non-compliance can lead to permanent account ban with no reinstatement path.
Mike V
Paid Media Manager Mike Venable manages the day-to-day operations and strategy of the paid team at V Digital Services. He has worked at V Digital for over 3 years and has helped drive department growth, operational success, and expert campaign strategy for our client base. He has driven paid strategy for national, regional, and local clients over the course of his 8+ year careers in paid media.
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