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NABP Responds to New Google Ad Requirements
On February 9, Google announced that it will only accept advertisements from Internet pharmacies in the US that are accredited through the VIPPS program, and from Internet pharmacies in Canada that are accredited by the Canadian International Pharmacy Association (CIPA). As of March 1, this revised policy removes ads for Internet drug outlets that are not accredited by VIPPS or CIPA from Google’s sponsored search results and allows Internet pharmacies to target ads only to patients in the country where the pharmacies are licensed.
Because the VIPPS accreditation program is structured to exclusively address licensed pharmacies engaged in transacting a full range of defined business activities online, NABP is developing a separate program that targets Internet advertisers that offer only limited pharmacy services or other prescription drug-related services online to accommodate the needs of Google and the range of prescription drug-related advertisers it serves. During this process, NABP is working with Google to clarify which entities fall within the scope of its new policy and how NABP's new and existing programs will interface with Google's decision.
In accordance with Google's policy, NABP will review all prescription drug-related entities seeking to advertise through Google's AdWords program, upon receipt of the advertisers' completed application for NABP approval. Based on the service the advertised entity provides, NABP will determine whether accreditation through VIPPS or approval through NABP's new program is required. The review process and fee is dependent upon the level of service the pharmacies offer. NABP is in the process of developing a process and fee structure to accommodate the approval review process.
Check this site for updates as they become available or contact Customer Service and ask to receive an alert when the application for the new program is available.
