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Google disapproved our PRP or stem cell ads as an experimental treatment

The notice
Speculative and experimental medical treatment, cell therapies, and gene therapies
On this page

Google disapproved the ad under its policy on speculative and experimental medical treatment, cell therapies and gene therapies. Its examples include "Stem cell therapy" and "Platelet rich plasma, also referred to as PRP therapies", so a med spa promoting PRP facials or PRP hair restoration, or a regenerative clinic offering stem cell injections, is in scope. In the United States the exception is narrow: FDA licensed or approved cell or gene therapies, promoted by the entity that holds the license or approval. For most clinics the fix is to stop promoting the therapy in ads and on the pages they point to, and to advertise the services Google allows. Google warns at least 7 days before any suspension, so use that time to clean up the whole account.

Curve Compliance helps med spas and regenerative clinics measure the campaigns they keep running. Curve replaces browser pixels with HIPAA-compliant, server-side conversion tracking to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn, and keeps attribution through booking tools such as IntakeQ, Calendly and Jane, so you can see which allowed services bring in patients. Curve's team does the setup for you, typically live in about a week, with a BAA signed on every plan. Book a call with Curve.

What the policy covers

Google's wording: "Except as provided below in relation to the promotion of cell or gene therapies in the United States, the following is not allowed". It then lists two groups:

  • "Promotion of speculative or experimental medical treatments". Google's examples are "Biohacking", "Do-it-yourself (DIY) genetic engineering products" and "Gene therapy kits".
  • "Promotion of cell or gene therapies, subject to the exception below". Google's examples are "Stem cell therapy", "Cellular (non-stem) therapy", "Gene therapy and similar forms of regenerative medicine" and "Platelet rich plasma, also referred to as PRP therapies".

The two exceptions, and who they fit

The US exception: "In the United States, Google allows the promotion of FDA licensed or approved cell or gene therapies by entities that hold the relevant FDA license or approval to market that product. If you'd like to apply for such an exception, contact us." It fits the license holder, not a clinic that offers the therapy.

The educational exception: "Google allows ads for cell or gene therapies that are exclusively educational or informational in nature, regardless of regulatory approval status." Google's examples are "Academic papers, tickets for medical conferences", which is a long way from a clinic page that also books treatment appointments.

Where med spas and regenerative clinics get caught

Google's healthcare rules expect "ads and destinations" to comply, so the landing page can be the problem even when the ad never mentions the therapy. The usual patterns:

  • PRP as an add-on inside another service, such as a microneedling or hair restoration ad that mentions PRP.
  • Service menus. A landing page that lists PRP or stem cell treatment next to your other services.
  • Keywords for the therapy itself, such as PRP or stem cell terms.
  • Regenerative medicine framing, which Google lists as "Gene therapy and similar forms of regenerative medicine".
  • Longevity offers built on "Biohacking", one of Google's own examples.

How to fix the account

  1. Open the "Ads & assets" page and list every ad disapproved under this policy, with its keywords and landing page.
  2. Remove PRP, stem cell and similar therapies from the ads and keywords, and point the ads to landing pages for the services Google allows.
  3. If you hold the FDA license or approval for the therapy you advertise, contact Google about the US exception instead.
  4. Save the edit. Google says "Your ad or asset will be automatically re-reviewed, which typically takes 24-48 hours."
  5. Appeal only if Google misread the ad or page. "Each ad is limited to 3 appeals", and Google asks you to wait at least 24 hours between appeals for the same ads.
  6. Take down ads you can't change. Google's advice is to "remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations."

Before you move the budget elsewhere

This policy warns first: "Violations of this policy won't lead to immediate account suspension without prior warning. A warning will be issued at least 7 days prior to any suspension of your account." Don't answer the warning with a second Google Ads account for the same offer; here is why.

Microsoft Advertising has a similar rule. Its healthcare policy says "Microsoft does not accept ads that promote" "Clinical trials, experimental treatments, or medical research solicitations." Check Microsoft's healthcare requirements before copying these campaigns across.

Talk to Curve

When some services come off your ads, every remaining campaign has to work harder, and Curve shows you which ones do. Curve's team sets up HIPAA-compliant, server-side conversion tracking in place of pixels, detects PHI-like patterns before data reaches an ad platform, hashes identifiers with SHA-256 to each platform's requirements, and keeps attribution through your booking tool. It is typically live in about a week, with a BAA signed on every plan. Book a call with Curve to put your aesthetic and regenerative campaigns on solid measurement.

How Curve helps

  • Replaces browser pixels with HIPAA-compliant, server-side conversion tracking to Google Ads, Meta Conversions API, TikTok, Microsoft and LinkedIn.
  • Keeps attribution through booking tools such as IntakeQ, Calendly and Jane, so you can see which allowed services book patients.
  • Detects PHI-like patterns before data reaches an ad platform, and hashes identifiers with SHA-256 to each platform's requirements.
  • Signs a BAA on every plan.
  • Setup is done for you by Curve's team, typically live in about a week.

Frequently asked questions

Can a med spa advertise PRP on Google?

Not as a promoted treatment, unless the US exception applies. Google lists "Platelet rich plasma, also referred to as PRP therapies" as an example of the cell and gene therapies it does not allow, and the exception covers FDA licensed or approved therapies promoted by the license holder.

Can we run educational ads about stem cell therapy?

Google allows cell or gene therapy ads that are "exclusively educational or informational in nature", with academic papers and medical conference tickets as its examples. An ad that leads to a clinic's booking page is promoting the therapy.

Will this get our Google Ads account suspended?

Not without warning. Google issues a warning at least 7 days before any suspension for this policy. Repeat violations after that move through strikes, and the third strike leads to suspension.

Does Microsoft Advertising allow stem cell or PRP ads?

Check before you move the campaigns. Microsoft's healthcare policy says it does not accept ads that promote "Clinical trials, experimental treatments, or medical research solicitations."

How does Curve help a med spa or regenerative clinic?

Curve's team sets up HIPAA-compliant, server-side conversion tracking in place of pixels, keeps attribution through your booking tool, and signs a BAA on every plan, so the services you keep advertising are measured properly. Book a call with Curve.

Sources

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