Google Updates Alcohol, Prescription Drugs, Gambling & Government Documents & Services Policy

03/03/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Google Ads and Merchant Center Policy Updates for 2026

Google has expanded its Merchant Center policies to include alcohol subscriptions and allow certified pharmacies to offer prescription drug subscriptions with recurring billing in the U.S. Updates also pause new online gambling certifications in Indiana starting March 2026 and revise government documents ad policies for India. Merchants must ensure fee transparency and policy compliance to avoid disapprovals. These changes reflect Google’s ongoing efforts to regulate sensitive product advertising effectively.

Optimixed’s Overview: Key Google Ads and Merchant Center Policy Changes Impacting Advertisers in 2026

Expanded Subscription Policies for Physical Goods and Prescription Drugs

Google Merchant Center now formally allows alcohol subscriptions like wine clubs for eligible U.S. merchants, requiring a single subscription price per landing page and clear disclosure of all fees. Additionally, certified U.S. online pharmacies can promote prescription drugs with recurring billing and bundled services, provided they comply with strict certification and compliance requirements.

  • Alcohol subscriptions: Must show total, non-discounted periodic payments and clear checkout disclosures.
  • Prescription drug offers: Include subscriptions, bundled drug and service plans, and recurring consultations, with mandatory certification and transparent pricing.

Gambling and Government Services Policy Updates

Starting March 31, 2026, Google Ads will pause new certification applications for online gambling content aggregators in Indiana, limiting new advertisers in this space temporarily.

On March 17, 2026, updates to the government documents and services policy will impact advertisers targeting India. Those promoting “business identifiers” exclusively in India must now apply for exclusion to prevent ad disapprovals, even if not official government providers. Certification remains mandatory for other restricted government services ads.

Important Compliance Reminders for Advertisers

  • Maintain appropriate certifications, especially for healthcare and pharmacy-related offers.
  • Use the correct Merchant Center feed attributes (e.g., subscription_cost) for subscription pricing transparency.
  • Clearly disclose all fees and detailed offer contents on landing pages and checkout processes.
  • Request account reviews promptly if disapproved under new policies after meeting all requirements.

These policy updates underscore Google’s commitment to responsible advertising in regulated sectors, requiring merchants and advertisers to stay informed and compliant to maintain ad eligibility.