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Google expands telemedicine ads to UK and Singapore markets

Google enables prescription drug service promotion by certified telemedicine providers in two new markets starting July 2025.

Luis Rijo

• 4 min read
Google Ads telemedicine policy expansion enables UK and Singapore healthcare provider advertising
Google Ads telemedicine policy expansion enables UK and Singapore healthcare provider advertising

Google announced on June 25, 2025, significant updates to its Healthcare and Medicines Policy that will allow certified telemedicine providers to promote prescription drug services in the United Kingdom and Singapore starting July 2025. The policy modification represents a measured expansion of digital healthcare advertising capabilities within Google's advertising ecosystem.

According to the official policy documentation, the country-specific guidelines for the United Kingdom will be updated to include telemedicine services under an "Allowed with limitations" classification. "Google allows the promotion of prescription drug services by telemedicine providers that are certified by LegitScript's Healthcare Merchant Certification Program," the policy states. However, "advertisers cannot promote prescription drugs in their ads and landing pages."

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Summary

Who: Google, certified telemedicine providers in the United Kingdom and Singapore, LegitScript Healthcare Merchant Certification Program, Healthcare Services Act (HCSA) licensed providers

What: Policy update allowing certified telemedicine providers to promote prescription drug services through Google Ads, with restrictions prohibiting direct prescription drug promotion in advertisements and landing pages

When: Announced June 25, 2025, with policy implementation effective July 2025

Where: United Kingdom and Singapore markets, expanding Google's healthcare advertising capabilities beyond existing markets including France, Australia, and Japan

Why: Systematic expansion of healthcare advertising opportunities while maintaining consumer protection through dual certification requirements combining regulatory compliance with platform-specific verification processes

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The Singapore market will receive similar treatment through parallel policy adjustments. Google's updated guidelines specify that telemedicine promotion will be "allowed with limitations" for providers "licensed under the Healthcare Services Act (HCSA)." Like their UK counterparts, Singapore-based telemedicine advertisers must complete Google's certification process beyond meeting local regulatory requirements.

These policy changes reflect Google's systematic approach to expanding healthcare advertising opportunities while maintaining strict oversight mechanisms. The dual-certification requirement—combining regulatory compliance with platform-specific verification—creates multiple validation layers for consumer protection.

Certification requirements differ between the two markets based on existing regulatory frameworks. UK telemedicine providers must secure accreditation through LegitScript's Healthcare Merchant Certification Program, a specialized validation service for virtual healthcare businesses. This program evaluates providers engaged in prescription drug services, including online consultation platforms and digital pharmacy operations.

Singapore's regulatory pathway operates through the Healthcare Services Act framework. Telemedicine providers must maintain current licensing under HCSA provisions, which governs healthcare service delivery standards. The act establishes operational requirements for remote medical consultation services and digital health platforms operating within Singapore's jurisdiction.

Google's enforcement timeline includes graduated implementation measures designed to provide adjustment periods for affected advertisers. "Violations of this policy will not lead to immediate account suspension without prior warning," the policy documentation specifies. "A warning will be issued at least 7 days prior to any suspension of your account."

The certification process represents a critical gateway for market entry. Both UK and Singapore advertisers must complete Google's proprietary certification procedures after satisfying local regulatory requirements. This two-step verification process ensures compliance with governmental standards and platform-specific advertising guidelines.

Marketing implications extend beyond individual advertiser opportunities to encompass broader industry dynamics. The policy expansion follows Google's established pattern of gradual market entry for healthcare advertising, previously implemented in France during October 2023.

Technical implementation details suggest structured rollout procedures aligned with Google's standard policy deployment methodology. The July 2025 effective date provides sufficient preparation time for regulatory compliance and certification completion. Advertisers must navigate both territorial licensing requirements and Google's internal verification processes before campaign activation.

Content restrictions remain stringent despite advertising permission expansion. Telemedicine providers cannot directly promote specific prescription medications within advertisement copy or landing page content. This limitation maintains Google's established boundary between service promotion and pharmaceutical product marketing.

The policy updates demonstrate Google's calibrated approach to healthcare advertising expansion. Previous implementations in markets including France, Australia, and Japan have followed similar frameworks combining regulatory oversight with platform-specific safeguards. Each market entry has included country-specific adaptation to local healthcare regulations and certification requirements.

Consumer protection measures feature prominently throughout the policy framework. The requirement for specialized certification through established programs like LegitScript provides independent verification of provider legitimacy. These third-party validation services evaluate business practices, regulatory compliance, and operational standards beyond basic licensing requirements.

Market timing considerations align with broader telemedicine adoption trends accelerated by digital healthcare transformation. Remote consultation services have experienced significant growth across both UK and Singapore markets, driven by technological advancement and changing consumer preferences for accessible healthcare delivery.

Regulatory coordination between Google and local healthcare authorities appears central to policy development. The integration of existing regulatory frameworks—including HCSA provisions in Singapore and UK healthcare oversight mechanisms—suggests collaborative approach to market entry planning.

Advertising format restrictions maintain consistency with Google's established healthcare advertising guidelines. Telemedicine providers must structure campaigns around service availability and consultation processes rather than specific treatment options or pharmaceutical products. This approach preserves the distinction between healthcare service marketing and medical product promotion.

The expansion builds upon Google's broader healthcare advertising policy evolution, which has systematically addressed various healthcare categories including online pharmacies, prescription drug services, and sexual health products. Each policy modification has incorporated lessons learned from previous market implementations.

Enforcement mechanisms include progressive warning systems designed to support advertiser compliance rather than punitive action. The minimum seven-day warning period before account suspension provides opportunities for policy violation correction and ongoing campaign adjustment.

Industry observers note the policy changes reflect Google's strategic approach to healthcare advertising market development. By maintaining strict certification requirements while expanding geographic availability, the platform balances commercial opportunity expansion with consumer protection priorities.

The July 2025 implementation timeline allows adequate preparation for both regulatory compliance and technical integration. Telemedicine providers must complete licensing verification, certification applications, and campaign development within this preparation window.

Future policy expansions may follow similar geographic rollout patterns based on regulatory readiness and market development factors. Google's methodical approach to healthcare advertising suggests additional markets may receive similar consideration as regulatory frameworks mature and certification programs expand.

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