To help you quickly assess whether a specific social platform is worth considering for your next pharmaceutical campaign, we’ve compiled a list of rules and restrictions for the top social media platforms.
Don’t have time to read? Download the Social Media Advertising Guide.
Rules for pharmaceutical advertising on Facebook
When it comes to specific regulations and rules for advertising pharmaceutical products, Facebook’s official guidelines provide some answers. Facebook lists several restrictions to health advertising:
- Ads can’t imply the reader has specific personal attributes, including disabilities and medical conditions (example: “Do you have multiple sclerosis?” “Feeling depressed?”)
- Ads cannot promote the sale or use of unsafe supplements
- Ads cannot attempt to create negative self-images in order to promote a health product.
- Ads and landing pages cannot contain deceptive, false, or misleading information.
How to advertise a pharmaceutical product on Facebook
To advertise a prescription drug, you’ll need written permission first. Pharma manufacturers, telehealth providers, and online pharmacies are eligible to apply for permission.
The application can be found here: Facebook Prescription Drug Advertiser Application
Assets you’ll need to advertise on Facebook
Facebook is a content-rich platform, friendly to long-form content, video, and imagery. To advertise on Facebook, you may need:
- FDA-compliant content (long-form is okay)
- Written permission to advertise on Facebook
- A branded or unbranded Facebook page
- Imagery (static is okay), but video tends to perform better
Rules for pharmaceutical advertising on Instagram
Instagram is owned by Facebook and follows the same advertising policies.
Assets you’ll need to advertise on Instagram
Instagram is a visual platform. To advertise on Instagram, we recommend you have:
- Visual content — the more, the better.
- A strong and personable brand voice
- A Facebook page
- A business profile on Instagram
Rules for pharmaceutical advertising on Twitter
Twitter has a policy page dedicated to clarifying its rules for advertising health and pharmaceutical products and services.
Restrictions on health and pharmaceutical products vary based on the specific product, and the country the campaign is targeting.
In the U.S., Twitter has these rules for pharmaceutical product advertising:
- “Advertisements from pharmaceutical manufacturers are permitted with restrictions. These advertisers may only target the United States and are only allowed with prior authorization from Twitter.
- Advertisements for medical devices are permitted.
- Medical devices that require FDA premarket approvals or notifications are only allowed with prior authorization from Twitter.
- These advertisers may only target the United States
- Advertisements for Telemedicine providing patient-to-provider services by licensed medical providers are permitted. These advertisers may only target states within the United States in which they are licensed to provide services and permitted to advertise. These advertisers are only allowed with prior authorization from Twitter.”
The policy applies (but is not limited) to advertisers of pharmaceutical and medical products (prescription and non-prescription), pharmaceutical manufacturers, regulated medical devices, and clinical trials.
Update: Twitter has set guidance for advertisements related to COVID-19. Specifically, COVID-related content cannot be sensational or panic-inducing. It may not be referenced in a “distasteful” manner. And hand sanitizers can be advertised as long as the ad doesn’t mention COVID-19.
How to advertise a pharmaceutical product on Twitter
To launch an ad campaign on Twitter, you’ll need to get permission to advertise your product.
You can get permission by filing a support ticket. To file a support ticket:
- Sign into your ads account
- Navigate to the help tab
- Select Ads Eligibility & Policy
- You’ll see a dropdown menu appear. Select the option, “I have questions about advertiser policies.”
- Scroll to the bottom of the page.
- Fill out the support ticket. Under “Please describe your issue,” explain that you are a pharmaceutical manufacturer or brand who wishes to become eligible to advertise on Google.
- Submit your ticket.
Assets you’ll need to advertise on Twitter
YouTube is a short text-based platform. To advertise on Twitter, you’ll need:
- A Twitter Ads account
- Permission from Twitter to advertise your product
- Short snippets of content, linking to a relevant landing page
Rules for pharmaceutical advertising on YouTube
When creating a pharmaceutical brand or product campaign for YouTube, you’ll need to refer to Google’s healthcare and medicines advertising policy. For a comprehensive breakdown of these restrictions, refer to our blog post, “Basic Rules for Pharma Advertising on Google”).
Google states:
- Prescription drugs can only be advertised in Canada, New Zealand, and the U.S.
- Bulk drug manufacturers can only advertise their brands in Canada and the U.S.
- In order to run pharmaceutical ads, Google must first certify the advertiser.
- Some pharmaceutical products and supplements are restricted or not allowed, including prescription opioid painkillers.
Assets you’ll need to advertise on YouTube
YouTube is a video-based platform. To advertise on YouTube, you’ll need:
- A Google Ads Account or Google Marketing Platform Account
- Permission from Google to advertise your product
- Video assets (these may include 6-second snippets, 15-20 second non-skippable ads, or longer skippable videos). Ideally, you’ll have multiple videos to test.
How to advertise a pharmaceutical product on YouTube
You’ll need to apply for Google’s healthcare products and services certification before you advertise your pharmaceutical product on YouTube.
For step-by-step instructions, refer to “Basic Rules for Pharma Advertising on Google.”
Rules for pharmaceutical advertising on SnapChat
In addition to providing policies applicable to all advertisers, Snapchat offers industry-specific guidelines for pharmaceutical brands. Here is a brief rundown:
- Snapchat allows prescription products to be advertised in select countries, including the U.S. and Canada.
- In order to advertise a prescription medicine, you’ll need to be pre-approved by Snap, Inc. You may be required to submit proof that you’re authorized to advertise the medication in the jurisdiction where your ads will serve.
- Your advertisements may only target countries where your product is legally approved. So, if your prescription product is approved in the U.S., but not in Canada, you may not target Canada in your advertising.
- Over-the-counter medicines can be advertised in most countries, with a few exceptions (Colombia, Iraq, Lebanon, Romania, Spain, and Turkey).
- You must set your age targeting to 18+ when advertising health and dietary supplements in certain countries, including the U.S.
How to advertise a pharmaceutical product on SnapChat
Getting your pharmaceutical brand set up on SnapChat is a quick process:
- Create a SnapChat account
- Once you create your account, you’ll be prompted to create a business account.
- After you create your business account, you’ll have access to your new ad account, where you can launch and manage your ad campaigns.
Assets you’ll need to advertise on Snapchat
Much like Instagram, Snapchat is a visual medium. To advertise on Snapchat, you’ll need:
- Visual content (may include 6-second video or images)
- Content that is appropriate for viewers as young as 13 years old.
Rules for pharmaceutical advertising on Reddit
Reddit allows prescription drug advertising with certain restrictions.
First, they may only be advertised in the United States. In addition, “Advertisements that promote over-the-counter pharmaceutical drugs, drug manufacturers, or medical devices are permitted on Reddit. All advertisers promoting over-the-counter pharmaceutical drugs, drug manufacturers, or medical devices must be approved by the FDA or its international equivalent.”
A Reddit Sales Representative is required to manage such advertisements.
The policy also notes that:
- Ads can’t make false, misleading, or exaggerated health claims
- Ads must not target minors or support-related subreddits
- Ads must make no guarantees that the drug is needed to cure an ailment or condition
In addition, some products may not be advertised on Reddit, including drugs containing opioids, ephedra, codeine, anabolic steroids, or HGH. Ads for addiction or treatment centers are also prohibited.
How to advertise a pharmaceutical product on Reddit
To advertise on Reddit, you’ll need to contact Reddit Sales to apply for a managed account.
Assets you’ll need to advertise on Reddit
- A small amount of text for your headline (300 characters)
- A destination URL
- An image or a video
Digital platforms that prohibit pharmaceutical advertising
While most social networks and content sharing platforms allow pharmaceutical advertising, there are exceptions.
The most notable exceptions to pharmaceutical advertising online are Pinterest, Tik-Tok, and LinkedIn.
Pharmaceutical advertising on LinkedIn: Not allowed
LinkedIn’s policy states that, “Ads related to illegal, prescription, over-the-counter or recreational drugs are prohibited.”
Pharmaceutical advertising on Pinterest: Not allowed
Pinterest bans the advertising of: Pharmaceutical manufacturers (branded or unbranded), prescription drugs for humans or pets, online pharmacies, class III medical devices, (or) clinical trial recruitment.”
Pharmaceutical advertising on Tik-Tok: Not allowed
Tik-Tok’s policy states that, “Ad creatives & landing page must not display or promote illegal drugs, controlled drugs, prescriptive drugs, recreational drugs, drug paraphernalia, or accessories or supplies any of such, including the use of them.”