Facebook Updates Policies Regarding Prescription Drug Promotion
As the vaccine rollout gains momentum and health-related topics become more concentrated among Facebook users, the platform today has ad an update of its policies on prescription drug promotion and the qualifications required for brands to conduct such campaigns.
As explained by Facebook:
“We have long required that online pharmacies go through a certification process before running any ads on Facebook. We are now introducing additional pre-approval requirements for telehealth providers, pharmaceutical manufacturers and online pharmacies looking to promote prescription drugs on our platforms. “
As of August 25, telehealth providers and online pharmacies will now be required to submit written attestation from a third-party certification provider. Legitscript. Pharmaceutical makers will also need to get prior approval from Facebook before running ads promoting prescription drugs.
“Only pre-approved advertisers belonging to one of these three categories: online pharmacies, telehealth suppliers and manufacturers of pharmaceuticals – will be allowed to promote these products and will only be able to do so in the United States, Canada or New Zealand. These advertisements must not target people under the age of 18. “
Social distancing regulations have seen an increase in the use of telehealth and online consultations, and as such, Facebook needs to update its policies based on these changes, to ensure that it protects users from potential damage or manipulation.
In addition to this, Facebook has also clarified its policies regarding the use of medical efficacy, accessibility, and affordability in related promotions.
“Instead of a single advertising policy to cover a wide range of products, we will now have three separate policies: the promotion of online pharmacies, the promotion of prescription drugs and the promotion of dangerous substances.”
Facebook says this will better cover use cases and variable instances, while clearly establishing a distinction between the promotion of illicit drugs and other dangerous substances; and the restricted promotion of prescription drugs by approved advertisers.
This is a difficult area, but one that is clearly on the rise, and with more and more people seeking health advice and products, it is important for Facebook to make sure that it does not make it easy to promotion of deceptive or harmful treatment.
You can read more about Facebook’s new rules for promoting prescription drugs. here.