Google Ads introduced updates to its Healthcare and Medicines Policy starting January 2025. These changes will allow online pharmacies and telemedicine providers to advertise prescription drug services in Japan under specific conditions.
For businesses in the health and wellness sector, this presents a significant opportunity—but also new responsibilities. Here’s a breakdown of what’s changing and how your organization can prepare.
What’s Changing?
Previously, Google’s policy restricted the promotion of certain prescription drug services. The updated policy outlines the following limitations:
Online Pharmacies
Google allows the promotion of online pharmacies in Japan, provided they have a valid license for marketing authorization and display the license number as required. However, promotion of prescription collection and delivery services is not permitted. Additionally, advertisers must be certified with Google to run such campaigns.
Prescription Drugs
Google does not allow the use of prescription drug terms in ad text, landing pages, or keywords, with the following exceptions: Websites that are accessible only to healthcare professionals, brick-and-mortar pharmacies, and pharmaceutical manufacturers may use prescription drug terms in keywords.
If your organization qualifies for these exceptions, contact Google via their online form.
Over-the-counter (OTC) Drugs
Google allows ads promoting over-the-counter drugs in Japan, provided the advertiser holds a valid license and displays the license number on their website.
Compliance Requirements
To take advantage of this policy update, businesses must:
- Register with the MHLW: Visit the Ministry of Health, Labour, and Welfare’s website to review and complete the registration process for online pharmacies or telemedicine providers.
- Obtain Certification from LegitScript:
- Online pharmacies must secure certification through LegitScript’s Healthcare Merchant Certification Program.
- Telemedicine providers must either hold a valid medical institution license registered with the MHLW or be certified by LegitScript as telemedicine providers.
- Apply for Google Ads Certification if needed:
- Follow Google’s application process to ensure compliance with their advertising standards.
- Maintain transparency and adhere to all local healthcare advertising regulations.
- Monitor Policy Compliance: Ads and assets that don’t comply with Google Ads policies will be disapproved, but won’t lead to immediate account suspension. A disapproved ad cannot run until the policy violation is resolved and the ad is reviewed. In case of a warning, it will be issued at least 7 days before any suspension of your account.
Why This Matters
With Japan’s growing demand for accessible healthcare solutions, these policy changes open new avenues for online pharmacies and telemedicine providers to connect with patients. By ensuring compliance, your business can leverage Google Ads to reach a broader audience and build trust within the marketplace.
Get Started Today
Start by consulting with professionals to navigate MHLW registration and LegitScript certification requirements. Initiate the Google Ads certification process early to avoid delays, and thoroughly review your website and advertising materials to ensure they align with Google’s updated standards.
Taking these steps now will help you unlock the full potential of these policy changes and position your business as a trusted provider in Japan’s evolving healthcare landscape. Contact us today to ensure you’re ready to launch effective, compliant campaigns that meet the needs of patients and consumers across Japan.
