If you work in the supplements industry, you’ll know that keeping up with advertising rules can feel like a full-time job. Google’s latest update to its Healthcare & Medicines advertising rules adds another layer to the mix, tightening up how brands can use “Restricted Drug Terms” when talking about prescription drugs, medical conditions or treatment claims.
It might sound like another headache, but there’s a good reason to pay attention. If your ads don’t meet Google’s new standards, they might never make it in front of your audience. That means wasted spend, lost clicks and missed opportunities to grow your brand.
But this doesn’t mean you have to stop promoting your products…you just need to tweak your approach. With a few smart changes, your campaigns can stay compliant and keep performing. Here’s what’s changed, why it matters, and how to keep your supplement marketing in Google’s good books.
What Google’s restricted medical terms means
In a nutshell, Google’s “Restricted Drug Terms” policy states that for campaigns targeting locations outside Canada, New Zealand and the US, you can’t use prescription drug terms in your ads, landing pages or keywords. For example, you can’t promote “medication X for condition Y” or target keywords that clearly reference prescription treatments unless you’re certified (which most supplement companies are not).
Where you’re targeting Canada, New Zealand or the US, you can use prescription-drug terms, but you’ll need certification if you want to keyword-target them. That means for a global brand (or a UK/EMEA brand) relying on Google traffic, any ad copy, creative or landing page content that mentions or implies medical treatments, prescription drugs or direct claims of curing or treating a condition will likely be flagged or banned.
You can see some of the prescription drugs and active ingredients monitored under Google’s new policy here.
What it means for supplement businesses
Use functional and wellness language
For supplements brands, this update means you might need to rethink how you communicate your products’ benefits. Instead of using phrases like “reduces clinical fatigue” or “treats joint disease,” frame your message in a way that supports overall wellbeing instead, like “supports everyday energy levels” or “helps maintain joint comfort and mobility.” This softer, functional language keeps your brand compliant while still letting your product benefits shine.
Be consistent across your website and ads
Even if your ads are perfectly compliant, your landing pages can still cause problems if they use restricted medical language. Make sure what users see after clicking aligns with your ad copy. Avoid references to prescription medication, “doctor recommended treatments,” or “clinical cures.” Consistency across your digital ecosystem isn’t just good for compliance, it helps build trust and keeps your campaigns running smoothly. Regular website audits will make sure you’re getting it right.
Build trust (without crossing the line)
You don’t need to make medical claims to prove your credibility. Instead, focus on what makes your brand trustworthy – highlight third-party testing, GMP certification, independent reviews, and science-backed ingredients. Customer testimonials and user experiences can also be powerful, as long as they don’t suggest your supplement treats or cures a medical condition.
Adapt your campaigns for each market
If your brand operates across multiple regions, it’s worth tailoring your campaigns for each market, because what passes Google’s checks in the US might not in the UK or EU. Pay close attention to your campaign settings, keyword targeting and ad copy – a bit of upfront planning can save a lot of headaches (and disapprovals) later.
Partner with a supplements marketing agency
Keeping up with Google’s constant updates can be tough, especially when you’re focused on other areas of business. Working with a marketing agency that specialises in supplements means you get strategies that feel authentic to your brand and stay compliant, because they’re trained to know all servers inside out.
Need help marketing your supplements business?
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