Criteo strives to maintain a trusted advertising ecosystem aligned with the marketing goals and the brand requirements of our buyers and sellers alike. Advertising of products and services that fall under online pharmacies, healthcare categories, or over-the-counter (OTC) medicines may be permitted only in certain countries and under specific conditions, with the express approval of Criteo.

This category is not permitted for self-registered GO! clients, except for products commonly found in supermarkets such as general personal care and cosmetic items, hygiene and menstrual-care products presented appropriately, and skincare or haircare products that do not make medical claims or use prohibited imagery.

This category encompasses a wide range of healthcare-related offerings, including non-prescription medicines, healthcare and wellness products, online pharmacies, personal healthcare items, and, in limited cases, veterinary prescription products in permitted markets.

Prohibited content includes, but is not limited to:

1. Prescription drugs and controlled medicines

Advertising for human prescription drugs, controlled substances, or restricted medicines, regardless of compliance with local regulations.
Products marketed as having effects comparable to prescription drugs, controlled substances, or weight-loss drugs making unrealistic or exaggerated claims.
Any campaign positioning OTC products as substitutes for controlled or restricted treatments.

2. Online pharmacies selling or featuring restricted items

Any online pharmacy that sells or displays prescription or controlled medicines.
Pharmacies lacking local legal authorizations or operating in countries where online pharmacy advertising is restricted or prohibited.
Sites that cannot fully exclude restricted items from product feeds or landing pages.

3. Misleading, exaggerated, or unsubstantiated health claims

“Miracle cure” statements, unrealistic results, or claims unsupported by recognized regulatory bodies.
Before/after imagery or disturbing medical visuals.
Medical claims presented for products intended to be cosmetic or general wellness items.
Claims suggesting equivalence to professional medical treatment or self-directed diagnosis.

4. Products relating to sensitive health conditions

Advertising that implies knowledge of a user’s sensitive health status or private medical condition is prohibited, including conditions related to:
Chronic illness, mental health, and disabilities
Sexual or reproductive health
STDs and related conditions
Incontinence and other potentially embarrassing conditions
Serious disease tests, telehealth assessments, or treatments requiring medical supervision

5. Medical procedures, clinical services, diagnostics, or recruitment

Cosmetic or medical procedures (e.g., Botox, CoolSculpting, plastic surgery, laser eye surgery).
Medical consultations or telemedicine services unless expressly allowed.
Recruitment for clinical trials or medical research.

6. Additional restricted product categories

Permanent skin-lightening products or tanning with UV radiation.
Weight-loss products making unverified or unrealistic claims.
Intimate-care procedures marketed as medical enhancements (e.g., vagina-whitening treatments).
Products marketed as having effects similar to illegal or controlled substances.

General requirements for permitted advertising

Advertising for OTC, pharmacy-related, and personal healthcare products may be permitted only where legally allowed and under the following universal requirements:

1. Product legality, safety, and regulatory approval

Advertisers must ensure products are lawfully sold and approved or cleared by the relevant health, pharmaceutical, or consumer-protection authority in each region where ads appear.
Advertisers are responsible for ensuring claims, warnings, and presentations meet all applicable local regulations.
Criteo may require advertisers to provide evidence of such approvals or licensing when applicable.

2. Content integrity

Ads must not be misleading, exaggerated, or imply medical efficacy without substantiation.
Creative must avoid medical procedures, graphic images, or messaging encouraging self-diagnosis.
Claims must be truthful, proportionate, and designed for a general audience.

3. Respect for privacy and protected characteristics

Ads must not imply knowledge of a user’s health condition, vulnerability, or sensitive personal traits.
No targeting instructions or campaign structures may rely on protected categories or sensitive health data.

4. Behavioural targeting and retargeting

Behavioural targeting and retargeting for healthcare, OTC, and online pharmacy campaigns are generally prohibited unless expressly approved by Criteo, in accordance with applicable privacy regulations.

5. Creative format restrictions

Dynamic ad formats are generally not permitted for healthcare, OTC, or online pharmacy products, unless explicitly authorized in specific markets.
Static formats or legally permissible onsite formats may be allowed when compliant with local regulations.

6. Personal healthcare products

Advertising for non-medical personal care items—such as cosmetics, skincare, haircare, or intimate hygiene products—is permitted when:
Claims remain cosmetic, not medical
Content is appropriate, non-sexualized, and non-misleading;
No sensitive health condition is implied.

7. Smoking cessation advertising

Only cessation products legally approved for that purpose may be advertised.
Tobacco, nicotine, vaping, and electronic smoking devices cannot be marketed as cessation aids.

Special cases

Veterinary prescription products
Advertising for pet prescription drugs may be allowed only in select markets and must comply with all applicable veterinary pharmaceutical regulations, including truthful risk disclosures and lawful sale.

Medical devices are permitted only where:

Devices comply with local regulatory frameworks,
Claims do not imply knowledge of sensitive health conditions, and
Creative content is accurate and non-misleading.

What is allowed?

When fully compliant with applicable laws and the above restrictions, the following may be permitted:
Approved OTC medicines and basic first-aid products
Online pharmacies that do not sell or display prescription drugs
General personal care and cosmetic products
Hygiene and menstrual-care products with appropriate, non-sensational messaging
Skincare and haircare products that avoid medical claims and prohibited imagery

Criteo reserves the right to modify or update these policies at any time. Any changes will be reflected on this page and within Criteo’s Advertising Guidelines, and we may notify advertising clients of any material updates.

Advertising guidelines - sensitive