Navigating challenging media landscapes
The healthcare industry is one of Canada’s most heavily regulated sectors, and for good reason. Healthcare advertising is critical in ensuring that consumers access accurate and reliable information about products and services that can impact their health and well-being. However, with so many regulations and guidelines to abide by, it can be challenging for healthcare businesses to navigate the landscape and stay compliant.
One of the most significant consequences of non-compliance in healthcare advertising is legal action and hefty fines from regulatory bodies. The Canadian government takes healthcare advertising very seriously, and businesses that violate regulations and guidelines can face significant penalties. The last thing any organisation wants is a legal battle, so it is essential to understand and comply with the rules.
The primary regulatory bodies that govern healthcare advertising in Canada are Health Canada and the Competition Bureau. Health Canada regulates the safety and efficacy of healthcare products. It impacts advertising through the Food and Drugs Act and the Consumer Packaging and Labelling Act. The Competition Bureau, on the other hand, is responsible for ensuring advertising is not misleading or deceptive and has regulations and guidelines such as the Competition Act and the Deceptive Marketing Practices Directive.
While the rise of digital platforms has brought many benefits to healthcare advertising, it also presents unique challenges. Social media, search engines, and online marketplaces have become increasingly popular channels for healthcare advertising, but they are also subject to different regulations and guidelines than traditional forms of advertising. Businesses must be aware of these regulations and guidelines and implement best practices to stay compliant.
For example, Google does not allow advertisements for CBD oil and has a list of banned pharmaceuticals in its advertising policies. Some products and services may only reach a limited audience rather than getting banned altogether. Additionally, healthcare marketers must avoid certain phrasing in Google Ads, both in the ad copy and the landing page copy, as these may be deemed against Google’s policies. On the other hand, certain types of phrasing must be included in advertisements, such as disclaimers that results cannot be guaranteed. Due to potential patient privacy concerns, Google does not allow healthcare marketers to retarget prospective patients with advertising. Furthermore, competition in healthcare digital advertising has increased, making it important to bid strategically and use advertising best practices to stand out.
One of the best ways to stay compliant when advertising on digital platforms is to work with a professional. A professional with experience in healthcare advertising will have a deep understanding of the regulations and guidelines and can help you navigate the landscape. They can also guide you on best practices for staying compliant and help you avoid costly mistakes.
Compliance is essential for healthcare advertising in Canada. Regulatory bodies like Health Canada and the Competition Bureau have strict regulations and guidelines to protect consumers from false or misleading advertising. With the rise of digital platforms, staying compliant has become challenging, but working with professionals can help you navigate the landscape and avoid costly mistakes.