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Google disapproved our addiction treatment ads under "Addiction services"

The notice
Addiction services
On this page

Google disapproved the ad because recovery-oriented drug and alcohol addiction services can only be advertised by advertisers Google has approved. In the United States, approval has two parts: certification as an addiction services provider through LegitScript, and certification with Google. That applies to treatment centers, sober living homes, referral services and lead generators alike. Get certified, apply to Google for each location you target, then resubmit. This policy warns at least 7 days before any suspension, but opioid painkiller wording falls under a stricter, egregious policy, so check your medication-assisted treatment copy first.

Curve Compliance helps addiction treatment providers measure admissions without exposing patients. Curve replaces browser pixels with HIPAA-compliant, server-side conversion tracking to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn, uses neutral event names, detects PHI-like patterns before data reaches an ad platform, and signs a BAA on every plan. Curve's team does the setup for you, typically live in about a week. Book a call with Curve.

What the policy covers

"Google restricts the promotion of recovery-oriented drug and alcohol addiction services." Google's examples:

  • "Clinical addiction treatment providers"
  • "Recovery support services like sober living environments and mutual help organizations"
  • "Lead generators or referral agencies for addiction services"
  • "Crisis hotlines for drug and alcohol addiction"

Where it applies, and what is out of scope

Approved advertisers can promote these services in Australia, Canada, France, Ireland, New Zealand and the United States. Google adds: "Promotion of services unrelated to drug and alcohol addiction, like services for impulse control disorders, behavioral addiction, or nicotine addiction, are out of scope of this policy." If your ads are for one of those, say so in an appeal.

What US certification requires

Google's US rule: "In order to advertise for recovery-oriented drug and alcohol addiction services, you must be certified as an addiction services provider by the LegitScript Certification program." It also warns: "Not all drug and alcohol addiction services are eligible for LegitScript Certification. Those that are not eligible for certification are not allowed to advertise for drug and alcohol addiction services on Google." Then, "Advertisers must also be certified with Google."

Google's application rules that save time:

  • "Do not apply for a category that does not match your business model." Apply as Addiction Services.
  • "Make sure applications are made at the child account level, not the MCC (Manager Account) level."
  • "If you want to advertise in more than one location, submit a separate application for each location or group of locations."
  • If an agency applies for you, it sends documentation of the relationship with the advertiser.

Medication-assisted treatment and opioid wording

Opioid language needs extra care, because it sits under a different policy. "Google doesn't allow ads promoting or selling prescription opioid painkillers. This doesn't include medication-assisted treatment (MAT) drugs for opioid use disorder that meet all other requirements for prescription drugs listed on this page." Among its limited exceptions, where permitted by local law, Google lists "Certified addiction treatment providers in the United States".

Prescription opioid painkillers is an egregious policy. Google says accounts found violating it "will be suspended upon detection and without prior warning". Keep MAT copy about treating opioid use disorder, and make sure your certification is in place before any ad or page mentions opioids. If an account is suspended, see Google Ads suspended our healthcare account.

How to get the ads running

  1. Confirm the services you advertise are in scope, and note any that are not, such as nicotine or behavioral addiction programs.
  2. Apply for LegitScript certification as an addiction services provider.
  3. Apply to Google for Addiction Services certification from the child account, one application per location or group of locations.
  4. Until approval, take down the disapproved ads. Google's advice is to "remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations."
  5. Once certified, edit and save the ads. Google says "Your ad or asset will be automatically re-reviewed, which typically takes 24-48 hours."
  6. Appeal only if you are certified and the ad was still disapproved. "Each ad is limited to 3 appeals."

If you advertise on Microsoft too

Microsoft Advertising has its own rule, and it is stricter in places: "Advertising for drug and alcohol addiction recovery is only allowed in the United States." Advertisers of services "such as rehab facilities, group therapy, sober living facilities, halfway houses or other similar offerings must be certified by Legitscript." Microsoft adds: "Landing pages and any URLs utilized in the ad must be certified." and "Lead generation ads are not allowed." See Microsoft Advertising disapproved our telehealth ads for how Microsoft's healthcare review works.

Talk to Curve

Admissions teams need to know which campaigns bring in calls and intakes, and families need to know their search stays private. Curve gives you both. Curve's team sets up HIPAA-compliant, server-side conversion tracking in place of pixels, with neutral event names, PHI-like pattern detection, consent management and attribution kept through your intake and booking tools. It is typically live in about a week, with a BAA signed on every plan. Book a call with Curve.

How Curve helps

  • Replaces browser pixels with HIPAA-compliant, server-side conversion tracking to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn.
  • Uses neutral event names and detects PHI-like patterns before data reaches an ad platform.
  • Keeps attribution through booking tools such as IntakeQ, Calendly and Jane, so admissions are credited to the campaign that sent them.
  • Includes consent management and SHA-256 hashing of identifiers to each platform's requirements.
  • Signs a BAA on every plan, with setup done for you by Curve's team, typically live in about a week.

Frequently asked questions

Do rehab centers need LegitScript to run Google Ads in the US?

Yes. Google requires certification "as an addiction services provider by the LegitScript Certification program", and advertisers must also be certified with Google.

Does the policy cover sober living homes and referral services?

Yes. Google's examples include "Recovery support services like sober living environments and mutual help organizations" and "Lead generators or referral agencies for addiction services".

Are nicotine or behavioral addiction programs covered?

No. Google says services for "impulse control disorders, behavioral addiction, or nicotine addiction, are out of scope of this policy."

Can a MAT clinic mention opioids in Google Ads?

Carefully. Google's prescription opioid painkillers policy excludes MAT drugs for opioid use disorder that meet its prescription drug requirements, and lists certified addiction treatment providers in the United States as a limited exception. The policy is egregious, so get certified before any ad or page mentions opioids.

How does Curve help an addiction treatment provider?

Curve's team sets up HIPAA-compliant, server-side conversion tracking with neutral event names and PHI-like pattern detection, keeps attribution through your intake tools, and signs a BAA on every plan. Book a call with Curve.

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