Google launches new certification for U.S. health insurance advertisers

Google is launching a new certification program for health insurance advertisers in the U.S. that will only allow government exchanges, first-party providers and licensed third-party brokers to run ads across its platform.

Why it matters: The policy is meant to curb any misinformation, confusion and fraud around health care being provided to consumers via ads.

Details: In order for an advertiser to be certified to run ads, it will need to provide documentation showing it is permitted under state law to sell health insurance, per the new policy.

• "This includes plans for individual health insurance coverage, short-term coverage and Medicare, among others," Google says in a blog post.
• "Additionally, for private-sector providers promoting Affordable Care Act-compliant health plans, we will also require proof they are registered with the U.S. government to do so."

The big picture: This is the latest step Google is taking to curb health misinformation on its platform. The company has a long-standing certification program for online pharmacies, for example.

What's next: Advertisers can begin to apply for certification on May 3. Without certification, advertisers will no longer be able to run ads after June 2.

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