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Healthcare and pharmaceutical ad policy

Note

To ensure consistency worldwide, Microsoft Advertising enforces our policies across our ad network using the English version. We provide translated versions as a courtesy to our clients, though the translations are not meant to change the content or meaning of the official policy language.

Important

This policy applies to all ad types.

Note

This page was last updated on April 22, 2026.

General Pharmaceutical and Healthcare Requirements

Health-related advertising directly impacts public well-being, and regulatory bodies in different regions have established standards to protect consumers from misleading, unsafe, or unapproved products and services.

To ensure consumer safety and regulatory compliance, advertisers promoting pharmacy, health care services, or wellness products must adhere to all relevant laws and regulations in the regions where their ads are displayed and all Microsoft Advertising policies. This includes:

  • Following all applicable local, national, and international laws governing health-related advertising.
  • Maintaining current certifications or licenses for each market where their products or services are promoted.
  • Not targeting consumers based on sensitive health information and complying with Microsoft's Legal, Privacy, and Personalization policies.
  • Reviewing and complying with market-specific advertising policies below.
  • Comply with Microsoft’s Offensive, Harmful, and Violent policy.
  • Not using imagery or audio that implies endorsement by healthcare professionals unless such endorsement is genuine and properly disclosed. Affiliations with healthcare providers or institutions must be transparent and verifiable.

Disallowed Products and Services

Microsoft does not accept ads that promote:

  • Clinical trials, experimental treatments, or medical research solicitations.
  • The sale of human organs/tissues.
  • Any of the healthcare products and supplements listed here.
  • Herbal supplements that mimic the effect of illegal substances.

Restricted claims

Advertising for healthcare products and services can significantly influence consumer decisions. To protect consumers and maintain trust, advertisers must ensure that all claims made in ads are truthful, accurate, and not misleading.

Advertisers are responsible for:

  • Ensuring all health-related claims are supported by credible scientific evidence, including the source and date of the study when applicable.
  • Avoiding exaggerated or unsupported claims that could create unrealistic expectations about product effectiveness.
  • Refraining from comparisons that suggest non-prescription products are as effective as prescription medications.

Comparative or superlative statements (e.g., “more effective than,” “#1 Doctor Recommended”) must be:

  • Factually substantiated.
  • Supported by a trusted third-party study, with the study name and date clearly referenced in the ad or ad destination.

Note

Note

This policy does not apply when the claim is on the product/package

Ads and landing pages must not include:

  • Statements that misrepresent regulatory approval or review of a product.
  • Before-and-after images that are exaggerated or unrealistic.

Online Pharmacies, Medication, and Health Products

Note

Note

Ads for brick-and-mortar pharmacies are not subject to the same advertising restrictions as online pharmacies. However, if an ad promotes a brand that operates both a physical and an online pharmacy, our policies for online pharmacy advertising must be applied.

  • Online Pharmacies

    Pharmacy and telemedicine providers that sell medicines that require a prescription must be preapproved to serve. To start preapproval, fill out the Pharmacy and Telemedicine advertiser program form.

  • Prescription (Rx) Medicine

    Rx medications and products cannot be advertised outside of the following markets:

    • Canada
    • New Zealand
    • The United States

    Please refer to the market-specific policies below. These campaigns are regulated due to risks associated with the use of the product and the need for professional supervision during use.

    Prescription drug manufacturers must be certified to serve. Fill out the Pharmaceutical drug manufacturer program form.

    Ads that promote prescription drugs must:

    • Not target users based on sensitive health information.
    • Clearly advise consumers to follow label directions (e.g., “use as directed”).
    • Contain warnings that the recommended dose should not be exceeded.
    • Ensure that claims and demonstrations are consistent with the product's indications, directions, and warnings.

    Personal Care Products

    Personal and intimate care products are designed to support hygiene, comfort, and wellness, for the care of intimate body areas. Due to the sensitive nature of these products, advertising must adhere to strict standards of taste, targeting, and content presentation.

    This policy applies to advertisements promoting:

    • Feminine Care Products: Items such as sanitary pads, tampons, menstrual cups, and panty liners.
    • Intimate Care Products: Cleansers and hygiene products formulated for the sensitive skin of the genital area and products of a personal nature including, but not limited to, douche products, intimate feminine deodorants, and similar items requiring sensitive presentation.

    All ads for personal care products must be age-targeted to users 18 and older.

    Drug & Alcohol Recovery

    Advertising for drug and alcohol addiction recovery is only allowed in the United States.

    • Advertisers who advertise drug or alcohol addiction services such as rehab facilities, group therapy, sober living facilities, halfway houses or other similar offerings must be certified by Legitscript.
    • Landing pages and any URLs utilized in the ad must be certified.
    • Lead generation ads are not allowed.

    Note

    Note

    For information on becoming certified, please visit LegitScript's website.

    Family Planning

    Family planning refers to the practice of controlling the number and timing of children in a family and encompasses a wide range of medical and support services. Due to the sensitive nature of these services, advertising in this category is subject to strict regulatory and platform-specific standards.

    Abortion

    Abortion-related ads are prohibited in many markets due to publisher restrictions and regional sensitivities.

    Some markets prohibit certain family planning advertising. Please refer to the market dropdowns below for more information.

    Sexual Wellness

    Ads for sexual wellness products promote condoms and lubricants.

    Ads for sexual wellness products must be age-targeted to users 18 and older.

    Sexual wellness ads must be tasteful, non-explicit, and appropriate for a general audience.

    To ensure compliance with industry standards and maintain a respectful advertising environment, the following content is strictly prohibited:

    • Language containing explicit innuendos or descriptions of sexual acts.
    • References to intimate physical activity or bodily functions, including sex or sexual acts.
    • Pressurizing language or messaging that promotes negative self-image or implies inadequacy.

    Weight Loss

    This policy applies to advertisements promoting products, services, or programs intended to support weight reduction and overall health improvement. They may include, but are not limited to:

    • Dietary supplements (e.g., pills, powders, drinks that claim to aid weight loss)

    • Meal replacements (e.g., shakes, bars, pre-packaged meals)

    • Diet and nutrition plans (e.g., structured eating programs)

    • Behavioral therapy (e.g., counseling services addressing eating habits)

    • Medical interventions (e.g., prescription medications, bariatric surgery)

    • Prohibited Weight Loss Ad Content

      The following content is strictly prohibited across all ads. This list is non-exhaustive and subject to updates:

      • Claims that users can lose weight without adopting a healthy lifestyle.
      • Suggestions that weight loss results are guaranteed, universal, or permanent.
      • References to specific amounts or rates of weight loss within a defined timeframe.
      • Assertions of substantial weight loss regardless of diet or behavior.
      • Claims that weight loss can be achieved by wearing or applying a product (e.g., patches, creams).
      • Content that promotes unhealthy eating habits or encourages negative body image or self-perception.
      • Misleading or manipulated “before and after” imagery that projects unrealistic outcomes.
      • Ads must not imply success without lifestyle changes or suggest that failure is impossible.
      • Ads must not reference specific rates or amount of weight loss.

    • Additional Requirements

      Advertising for weight management, weight loss, and related products or services must comply with the following restrictions:

      • Ads must target 18+ audiences.

      • Ads must encourage users to consult a healthcare professional before beginning any intensive program.

      • Ads for meal replacements must include clear usage instructions and:

        • Must not be misleading or presented as medical treatment, preventative care, or a cure.
        • Nutritional claims must be truthful and substantiated.

    What Happens When an Ad Policy is Violated

    The penalty varies by the nature of the violation, and the number of violations. Learn More

    Note

    Go back to Restricted Content

    Additional resources

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