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Google expands telemedicine advertising to UK and Singapore markets

Policy update allows certified providers to promote prescription drug services through advertising platforms starting July 2025.

Luis Rijo

• 5 min read
Google healthcare policy requires LegitScript certification for telemedicine ads in UK and Singapore markets.
Google healthcare policy requires LegitScript certification for telemedicine ads in UK and Singapore markets.

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. Advertisers cannot promote prescription drugs in their ads and landing pages," the policy states.

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.

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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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Certification Requirements Create Multiple Validation Layers

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 health platforms. According to LegitScript documentation, the program "provides a recognized stamp of approval for businesses that facilitate transactions for pharmacies" and is recognized by "Google, Meta, Microsoft, TikTok, Netflix, LinkedIn, Visa, and Mastercard."

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.

Implementation Timeline Includes Graduated Enforcement

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. 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.

Strategic Context Within Global Healthcare Advertising Expansion

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.

The development builds upon extensive precedent across multiple healthcare advertising categories. Google has systematically expanded telemedicine advertising access across various markets, including Japan's policy implementation starting January 2025 and Australia's certification requirements introduced in May 2024.

The regulatory framework aligns with broader platform policies governing healthcare advertising. Recent developments include restricted drug term certification requirements for healthcare advertisers launched July 2025, affecting pharmaceutical companies targeting medical professionals through personalized advertising tools.

Industry Impact Assessment and Compliance Considerations

The policy modification carries particular significance for the marketing community because it demonstrates Google's ongoing calibration of healthcare advertising restrictions. This reflects the platform's attempt to balance consumer protection requirements with commercial healthcare service accessibility.

LegitScript's certification program operates as a central validation mechanism across multiple jurisdictions. The program requires comprehensive documentation including business model verification, regulatory compliance confirmation, and operational standard assessments. "Certification is a powerful way to gain patient trust and ensure that your business is operating in compliance with applicable laws and regulations," according to LegitScript documentation.

The Healthcare Services Act framework in Singapore establishes parallel compliance pathways through domestic regulatory structures. Licensed providers under HCSA requirements maintain different certification documentation compared to LegitScript-certified entities, creating jurisdiction-specific compliance considerations for international healthcare service providers.

Platform recognition extends beyond Google's advertising ecosystem. LegitScript certification provides access to advertising opportunities across "major platforms" including social media networks and payment processing systems. This cross-platform recognition creates strategic value for healthcare providers seeking comprehensive digital marketing capabilities.

Technical Implementation and Platform Integration

The policy implementation affects multiple advertising products within Google's ecosystem. Both Google Ads and Display & Video 360 platforms incorporate the updated healthcare advertising guidelines, requiring consistent certification verification across different advertising interfaces.

Advertisers promoting telemedicine services must complete application processes that include contact information verification, company identification documentation, and website compliance confirmation. The certification framework establishes specific requirements for pharmaceutical advertising content targeting healthcare professionals versus consumer-directed messaging.

Geographic restrictions maintain precise territorial boundaries for advertising eligibility. UK and Singapore-specific guidelines create distinct regulatory pathways that require separate certification processes for providers operating across multiple jurisdictions. Multi-market healthcare advertisers must navigate different compliance requirements for each target market.

The policy enforcement mechanism incorporates account-level restrictions for non-compliant advertisers. Documentation indicates that healthcare providers promoting prescription drug services without proper certification face platform access limitations affecting campaign activation and targeting capabilities.

Regulatory Environment and Consumer Protection Framework

Consumer protection measures feature prominently throughout the policy framework. The structured warning system for violations provides advertisers with correction opportunities before account suspension implementation. This graduated enforcement approach balances platform safety requirements with business continuity considerations for healthcare service providers.

The dual-certification structure creates redundant verification layers designed to ensure consumer safety. Regulatory compliance through territorial licensing requirements combines with platform-specific certification to establish comprehensive oversight mechanisms. This approach addresses concerns about healthcare service quality while maintaining advertising access for qualified providers.

Government regulatory frameworks maintain primary oversight responsibility for healthcare service delivery standards. Google's certification requirements supplement rather than replace territorial licensing obligations, creating additional verification layers without superseding existing regulatory authority.

The policy implementation timeline coordinates with existing healthcare advertising restrictions across other product categories. Recent policy updates include sexual health advertising expansion and pill press equipment restrictions, demonstrating systematic policy development across healthcare-related advertising categories.

Timeline of Healthcare Advertising Policy Developments: