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Limited Content: Pharmacy and healthcare products and services
Limited Content: Pharmacy and healthcare products and services
Malgorzata Pietruszka avatar
Written by Malgorzata Pietruszka
Updated over a week ago


Rules for advertising of pharmacy and healthcare products vary depending on the product type and the market intended for targeting. Please contact our Customer Support Team to find out what rules apply to pharmacy and healthcare products advertising in your market of interest.

Pharmacy and healthcare products and services advertising - general rules

Advertisers for pharmacy and health care products and services and health or wellness products must follow all applicable regulatory policies and local laws, including maintaining up-to-date certification for the markets they advertise. Please take a look below for policy details as well as requirements specific to your market.

  • Advertising for clinical trials or experimental treatments is not allowed.

  • Advertising for the sale of human organs or tissues is prohibited.

    • Advertising for a donation of organs or tissues is allowed with some market restrictions (noted in the country/region restrictions table below).

  • Health claims must be supported by clinical studies, appropriate consumer testing, and/or other scientific evidence.

  • Direct or indirect references or comparisons between over-the-counter drugs and prescription medications must be clinically documented.

  • Must clearly advise consumers to follow label directions (e.g., “use as directed”).

  • Advertising should contain warnings that the recommended dose should not be exceeded.

  • Claims and demonstrations must be consistent with the product’s indications, directions, and warnings. This includes, prohibiting references to food or the use of images that the user cannot clearly associate are related to the product.

  • Depictions of product ingestion are generally unacceptable.

  • Depictions of body organs are generally unacceptable.

Rules for different pharmacy and healthcare products

Pharmacy and Prescription-Only Medication

Policy on pharmaceutical products varies by market. We restrict or limit the promotion of prescription-only drugs (human and pet)— these are medications that must be authorized by an approved medical professional, as opposed to over-the-counter (OTC) medications.

  • Advertising for prescription medication is not allowed unless otherwise noted.

  • Advertisements for online pharmacies are restricted based on applicable laws, without exception.

  • Advertisers who sell or facilitate the sale of prescription drugs online must have up-to-date certification in the markets to which they advertise.

  • Different guidelines or restrictions might apply to websites in countries or regions worldwide. In those cases, advertisers must comply with all applicable laws regulations and other requirements and references the requirements on the landing page.

Non-prescription meciations, Over the counter (OTC), and Health Supplements

We restrict advertising for any supplement where there is reason to believe that the product could present significant health risks to a user. For example, advertising is not allowed for the following products:

  • Ephedra, ephedrine products, and ephedra-based or ma huang supplements.

  • Herbal supplements that mimic the effect of illegal substances.

  • Non-approved HIV home test kits.

  • Over-the-counter medications can only promote occasional use and treatment of minor to moderate conditions.

Drug and alcohol addiction recovery

USA only: Advertisers who advertise drug or alcohol addiction services such as rehab facilities, group therapy, sober living facilities, halfway houses or other similar offerings must be certified by LegitScript.

  • Landing pages and any URLs utilized in the ad must be certified.

  • Lead generation ads are not allowed.

Family planning

In some markets, regulatory restrictions exist for certain types of family planning products and services.

Infant feeding

In some markets, regulatory restrictions exist for certain types of infant feeding products and services.

Weight-loss products and services

Advertising for weight management, weight loss, measurement reduction and related content such as weight-loss programs, exercise programs, and fitness equipment is allowed with the following restrictions:

  • Cannot be aimed at minors.

  • Must not claim that a user will lose weight without changing any of their lifestyle habits, or otherwise suggest that they cannot fail.

  • Must encourage users to consult a doctor before starting a new intensive program.

  • Cannot refer to the rate or amount of weight loss.

  • Cannot utilize “before and after” representations in a misleading or altered manner to project unrealistic results.

  • Claims of results must be realistic and obtainable.

  • Diet plans must be nutritionally well-balanced.

  • Advertising for diet/meal replacement for weight control must provide information on the appropriate use.

    • Cannot be misleading or attribute medical treatment, preventative care, or curing of ailments/disease.

    • Nutritional allegations must be truthful and proven.

Additional restrictions may apply for different markets.

Personal care products

  • All personal hygiene products must be gender and age targeted with stringent standards of taste required. Graphic messaging, images, audio or video depictions of products, their use, or references to specific areas of the anatomy are not acceptable.

  • Targeted to adults only: Applies to the following products and services of a personal nature including, but not limited to, douche products, intimate feminine deodorants, pregnancy tests, undergarments, and other products that require sensitivity in presentation.

  • Prophylactics, contraceptives, personal lubricants, and sexual aides/toys are prohibited.

  • Sexual enhancers: testosterone boosters, sexual enhancers, including but not limited to, increasing sex drive or endurance are prohibited.

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