Pharmaceutical ads in test in AI Mode and AI Overviews (US): what it means for pharmacies and health in Portugal

What was reported

PPC News Feed reports that Google is testing, “this month”, pharmaceutical products and related ads in AI Mode and AI Overviews. A Google spokesperson told Adweek that it “recently expanded” these surfaces to feature certain pharmaceutical products. Pharmaceutical advertisers can run text ads and Shopping ads in sections labelled “Sponsored”. The test is limited to the United States.

The report doesn’t link to an official Google announcement and doesn’t discuss regulation.

Portugal isn't included, and regulation is different

The test is US-only, where advertising of prescription medicines has a framework different from Europe’s. In Portugal and the EU, advertising of medicines has its own rules and, in general, more restrictive, defined by the medicines regulator. This article doesn’t summarise them. Confirm with the regulator and a lawyer what you can advertise and how.

What is allowed in the US is not a guide for Portugal.

Health as a sensitive category on Google

PPC Land lists “health” among Google’s 21 sensitive categories, where advertiser-curated audiences (lists, remarketing, lookalikes) are prohibited in Demand Gen and Discovery. Google’s predefined audiences are allowed. Campaigns may be restricted without prior warning. Health data are special category personal data under GDPR.

A pharmacy or clinic should plan with these restrictions.

Microsoft: 18+ in healthcare and pharmaceutical

According to PPC News Feed, Microsoft requires 18+ targeting in categories such as healthcare and pharmaceutical, beauty and food, among others, with no effective date or application details. The source is secondary; consult official policy pages.

If you advertise health products, define age and check policies.

What is allowed in the US is not a guide for Portugal.

What pharmacies and health shops can do in Portugal

Focus on what’s permitted and useful: services (blood pressure measurement, vaccination, advice), over-the-counter products within advertising rules, hours, location and convenience. Use local Search and the Business Profile. Avoid therapeutic promises, before-and-afters and language suggesting cure. Ask for compliance validation before publishing.

Trust is the central asset in health.

AI Overviews and health information

AI Overviews cover 88% of commercial searches in a Semrush sample (presence, not clicks), according to PPC Land. In health, information quality and reliability are critical. Clear, correct, up-to-date content signed by professionals helps people and reputation. Avoid content that could induce dangerous self-treatment.

Responsibility for health information is great.

AI Mode ads in Europe: what was known

Search Engine Roundtable had recorded that ads in AI Mode were only in test in the US and that Google had no announced plans for the EU. PPC News Feed recorded tests of designs and numbers of ads in AI Mode without indicating markets. For health, prudence is doubled.

Don’t plan with US tests.

Summary and questions for your manager

Summary: the test is US-only; Portugal isn’t included; advertising of medicines is regulated; health is a sensitive category; use local Search, services and reliable content. Questions: what can we advertise? Who validates compliance? What audiences do we use? What customer data do we collect?

If you want to review your pharmacy or health shop’s ads with these rules, I can help build the checklist, with final validation by the regulator or a lawyer.

Summary in three lines

Google is testing medicine ads in AI Mode and AI Overviews in the US only. Portugal isn’t included and advertising of medicines is regulated. Plan with services, local Search and reliable content, and validate compliance with the regulator and a lawyer.

An illustrative example of a neighbourhood pharmacy

A pharmacy in Aveiro advertises services (blood pressure measurement, vaccination, advice), extended hours and home delivery of over-the-counter products, with local Search and the Business Profile. It validates texts with technical management, avoids therapeutic promises and doesn’t use customer remarketing. The example is hypothetical. Within three months, calls to book services rise and complaints are nil.

Focus on service and trust is the safest path.

Frequently asked questions

Sources consulted

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