On the morning of April 17th, Beijing time, on Monday, Google told Reuters that the company would begin accepting advertisements from addiction treatment centers in July this year. Due to the deceptive and misleading behavior of this type of advertisement, Google suspended the advertising of this lucrative type of advertisement a year ago.
Google said that the treatment center now needs to be reviewed by a third-party company, LegutScript, which is located in Portland, Oregon.
In recent years, the government has said that the abuse of prescription drugs has spread nationwide, and thus the treatment of abuse of opioids and other prescription drugs has received more and more attention.
The government and patient rights groups said fraudsters have found advertising on Google to be a very simple way to defraud patients seeking drugs. The regulation of such advertisements is not very strict.
Google suspended the advertising of alcohol and drug treatment on the platform in the United States in September last year, including search results pages and Google ads on third-party third-party Apps and websites. In January of this year, Google extended the initiative to other global markets.
According to Kantar Media, a market research firm, in the US market alone, bans on alcohol and drug treatment advertising have caused Google to lose about $78 million in profits each year.
Most advertisers will not encounter too many obstacles when placing ads on Google's platform. However, Google will conduct an additional review of advertising with locks, garage door repairs, drug manufacturing, and online sales. Google said that this year will start more review of political advertising.
From Monday onwards, LegitScript, which is responsible for reviewing drug abuse treatment advertising, will evaluate treatment providers with 15 criteria. These criteria include criminal background investigations, licenses and insurance verifications. According to LegitScript, the providers of treatment services also need to provide "written terms and treatment procedures to demonstrate their commitment to effective recovery and continuous improvement."
LegitScript president John & middot; John Horton said in an interview last week that the National Association of Addiction Treatment Providers and the National Center on Addiction and Substance Abuse ) Both expressed support for the standards set by the company.
Horton admits that this move may affect rehabilitation centers. He said: "This is unfortunate, but doing so can purify the market environment, drug addiction patients can get the help they should get. ”