In Google Ads, an ad shows the status "Disapproved" and the policy listed is "Healthcare and medicines," often with a sub-policy such as "Restricted drug terms" or "Unauthorized pharmacies." Or the ad runs as "Eligible (limited)" in only some countries. This guide explains what the policy covers, why store ads trip it and how to fix or appeal. This is general information, not legal advice.
What the disapproval means
Google's Healthcare and medicines policy says some health content can't be advertised at all, and other content is allowed only in certain locations and by approved advertisers. The policy covers your ads, your landing pages and your keywords, so a product page can cause the problem even if the ad text is clean.
- Disapproved: The ad won't show
- Eligible (limited): Google says ads can run in allowed locations when the campaign targets them and the domain is certified
Common causes for online stores
The policy has many sub-policies. These are the ones most likely to affect a store.
- Restricted drug terms: Prescription drug names in ads or landing pages. Google allows promotional use only in Canada, New Zealand and the US, and you need certification to use them as keywords
- Unauthorized pharmacies: Offering prescription drugs without a prescription
- Prescription drug services: Online pharmacies and telemedicine need Google certification, and some countries require third-party accreditation such as LegitScript
- Unapproved substances: Banned ingredients and supplements, such as products containing ephedra
- Location: Targeting a country where the content isn't allowed
Find the affected ads
Google shows the policy behind each disapproval.
- Status column: Go to Campaigns, then Ads, and hover over Disapproved. Select Read the policy
- Policy details column: On the Ads page, select the Columns icon, expand Attributes, select Policy details, then Apply
- Policy manager: Go to Tools, then Troubleshooting, then Policy manager
Fix it step by step
Match the fix to the sub-policy named in the disapproval.
- Step 1: Read the sub-policy and the country section for every location you target
- Step 2: Remove prescription drug terms from the ad and the landing page if you aren't allowed or certified to use them
- Step 3: Narrow location targeting to countries where the content is allowed
- Step 4: If your business qualifies, apply for Google's healthcare certification
- Step 5: Edit the ad and select Save. Google reviews it again automatically
- Step 6: If you believe the decision is wrong, appeal from Policy manager and choose Dispute decision
Google limits each ad to 3 appeals and asks you to wait at least 24 hours between appeals for the same ads.
Prevent repeat disapprovals
Repeated violations can lead to account suspension, so fix the source, not just the ad.
- ✅ Keep drug names off product pages you advertise unless you're allowed to use them
- ✅ Check country rules before adding a new market
- ✅ Remove ads you can't fix
- ❌ Don't resubmit the same ad over and over
For claim wording on supplements, see supplement claims under FDA and FTC rules.
Doing this at scale
Google reviews your landing page, so the claims on your product pages matter. ContentGuard scans product descriptions, classifies each claim as safe, risky or prohibited against the rule profile you choose, cites the governing FDA or FTC rule and proposes a rewrite you can apply in one click. It's a screening tool, not a substitute for legal review. See ContentGuard.