Google extends ad certification to UK telemedicine providers

Google has expanded its advertising policy to allow telemedicine providers in the United Kingdom to apply for LegitScript Healthcare Certification, which is now required to promote telehealth services on its platforms.

Previously, LegitScript certification was required in several other countries including the United States, France, Australia, Canada, Indonesia, the Philippines, South Africa, and Sweden. With this policy extension, the UK now joins these markets, enabling local telemedicine businesses to advertise on Google, provided they obtain LegitScript's approval.

The move comes at a time when the UK telehealth market is expected to nearly triple in value over the next five years. According to Grand View Research, the sector's revenue is projected to grow from USD $2.43 billion to USD $7.55 billion by 2030 at an annual growth rate of 21.1%. This expansion is seen as an opportunity for providers to increase trust and brand visibility as digital healthcare becomes more competitive.

Google's policy update is positioned as both a compliance measure and a way to safeguard patients. Telemedicine providers will need to apply for LegitScript Healthcare Certification before their ads go live on Google's platforms. This verification process involves substantial checks to ensure that healthcare businesses meet both regulatory requirements and the online ad platform's standards.

Angela Salter, Director, Partnerships and Sales at LegitScript, commented on the development. She said,

"As Google expands its advertising policies in the United Kingdom, we're collaborating to build a safer, more transparent online ecosystem not only for telemedicine providers, but for patients. This is a truly meaningful step forward in supporting platform integrity and trust while enabling legitimate, verified providers to reach patients who require care."

LegitScript's Healthcare Certification offers telemedicine businesses a way to demonstrate compliance and transparency to regulators, patients, and third-party partners. The certification is already included in the approval process for card-not-present transactions with major payment providers such as Visa and Mastercard, making it a prerequisite for many online platforms.

With Google's change in policy, UK telemedicine companies can now extend their reach to a broader audience by advertising on one of the world's largest digital platforms, provided they obtain necessary certification. The policy is seen as helping digital healthcare businesses stay aligned with regulatory requirements while maintaining the trust of potential patients.

Salter also emphasised the complexity of navigating the global healthcare advertising landscape. She explained,

"Healthcare is a complex, heavily regulated industry, especially as it becomes increasingly digitised and businesses operate across various jurisdictions. LegitScript helps providers avoid inadvertent noncompliance and stay current with regulatory changes to help them access top-tier advertising platforms like Google, maintain crucial access to key payment processing networks, and most importantly, secure the trust of patients and their families."

By mandating certification for online advertising, the updated policy addresses concerns about patient safety and advertising integrity in the rapidly growing telehealth sector. It is intended to provide a clearer path for compliance, which can help providers navigate changes in both UK and international regulation.

The LegitScript certification programme assesses applicants for adherence to legal and regulatory standards applicable to telemedicine businesses. This covers issues such as appropriate prescription practices, patient data security, and evidence of proper business licensing.

The expansion of Google's certification requirements is part of broader efforts to ensure that digital healthcare advertising channels remain credible and secure amidst market growth. This new step for the UK also aligns with trends seen in other major digital economies where regulators and online platforms have partnered to tackle online healthcare fraud and ensure legitimate businesses can advertise safely.

The updated policy aims to balance the growth opportunities for telehealth providers with the need to prevent fraudulent or non-compliant services from exploiting digital advertising. The change is expected to contribute to both the protection of patients and the competitive standing of certified providers within the UK's growing telemedicine market.