e-Advertiser Approval Program
The NABP e-Advertiser Approval Program targets Internet advertisers that offer only limited pharmacy services or other prescription drug-related services online.
In March 2010, Google began requiring Internet pharmacies seeking to display ads in its sponsored US search results to be accredited through the VIPPS program. In June 2010, Yahoo! and Microsoft’s Bing.com also implemented policy changes requiring VIPPS accreditation for Internet pharmacy advertisers. The revised policies prohibit ads in the US for Internet drug outlets that are not accredited by VIPPS.
Because the VIPPS accreditation program is structured to address licensed pharmacies engaged in a full range of defined pharmacy practice activities online, NABP has developed the e-Advertiser Approval Program to complement it. The NABP e-Advertiser Approval Program identifies and assesses Internet advertisers that offer only limited pharmacy services or other prescription drug-related services online.
Throughout this process, NABP has been working with the search engines to clarify which entities fall within the scope of their new policies and how NABP’s new and existing programs will interface with their decision.
NABP will review all entities seeking to advertise prescription drug-related services through the search engines’ advertising programs, 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 the NABP e-Advertiser Approval Program is required. The review process and fee is dependent upon the level of service the pharmacies offer.