By Michal Conley, General Manager of Compliance and Certification Solutions, LegitScript

More Canadians than ever are turning to the internet and social media for news and information about their health and health services, according to the Canadian Medical Association’s 2025 Health and Media Annual Tracking Survey. Further, the CMA says that for “many people seeking information about science and health, search engines … are their first and sometimes last stop.” This includes vital information about drug abuse and addiction treatment services.

The problem is that information about health services isn’t always reliable. According to the report, Canadians’ encounters with health misinformation in the past year have increased significantly, and those who rely heavily on the internet and social media for news remain the most vulnerable. To help combat this, eligible addiction treatment providers in Canada can now advertise on Google, opening up an invaluable opportunity to reach treatment seekers where they are most likely to look for help. However, with opportunities come important compliance requirements.

This shift comes with conditions: providers must meet strict compliance requirements to be eligible, but most will find the effort to be worthwhile. Certified providers — including in-person and virtual drug and alcohol treatment centers, mutual support groups, and crisis hotlines — will have a unique opportunity to connect with people seeking addiction support. 

A Notable Shift in Healthcare and Medicines Advertising

Google has long maintained strict guardrails on healthcare-related advertisements to prevent misleading claims, unethical marketing, and misinformation. Since 2018, only treatment centers in the United States had been eligible to advertise on Google until the recent expansion to include Canada.

The update arrives at a critical moment. Canada’s opioid crisis has reached alarming levels, with more than 50,000 opioid-related deaths reported between January 2016 and September 2024. The country continues to see rising addiction rates, so increasing access to support services is essential. A 2023 report from the Canadian Centre on Substance Use and Addiction highlighted that nearly 21% of Canadians will meet the criteria for a substance use disorder in their lifetime, yet many struggle to find credible treatment options.

Reputable treatment centers and organizations can improve their online presence, making it easier for people to find legitimate recovery resources. However, before advertising, organizations must go through a rigorous certification process to demonstrate compliance with industry best practices, laws, and regulations.

Advertising with Integrity: Essential Steps for Addiction Treatment Providers

Obtaining certification isn’t a simple box to check and forget about. Organizations apply for certification with Google’s third-party verification expert, which includes proving they operate within strict ethical and legal boundaries. This process helps prevent deceptive advertising and ensures potential patients can trust the information they see.

Key compliance requirements include:

• Proper Licensing and Accreditation: Treatment centers must prove they have the necessary credentials to operate in Canada and provide adequate documentation establishing the qualifications of staff. 
• Ethical External Practices: Certified entities must advertise transparently, avoid deceptive business practices, eschew problematic affiliates, and more.
• Strict Privacy Guidelines: Patient privacy must be protected, and recruitment tactics must adhere to ethical standards.
• Ongoing Compliance Reviews: Certification isn’t a one-time process. Organizations must submit to periodic evaluations to maintain their advertising eligibility.

Why go through such a rigorous process to become certified? One marketing study found that 86% of addiction treatment seekers use Google before scheduling an appointment. This makes the search engine one of the most important tools for addiction treatment providers to reach those in need.

A Turning Point for the Addiction Treatment Industry

The update in Google’s policy could shift the way addiction treatment centers in Canada reach those in need. It allows providers to use online advertising to inform and educate, a tool that was previously unavailable. Treatment centers that qualify can improve their outreach efforts, making it easier for people to connect with professionals who can help. At the same time, strict certification standards mean only providers meeting ethical and operational requirements can advertise, which helps to build trust and create a more reliable internet.

The pivot aligns with broader efforts to improve digital healthcare access. More than three-quarters (77%) of global patients turn to Google first to book appointments when searching for treatment. With addiction treatment advertisements now permitted, Canadian patients can more easily connect with verified treatment options, reducing reliance on unregulated sources.

A Look at What’s to Come

Google’s healthcare and medicines policy was just updated in March. As more addiction treatment providers in Canada move through the certification process, the effects of this policy shift will become clearer. The healthcare community will be watching to see how advertising access impacts patient engagement and access to care. This policy shift represents a delicate balance between expanding access to vital treatment services and upholding ethical standards. 

While the potential for positive impact is undeniable, the onus lies on treatment providers to wield this new tool responsibly. By prioritizing patient well-being, adhering to strict guidelines, and engaging in ongoing monitoring, we can ensure that this step toward greater accessibility translates into meaningful and lasting improvements in addiction treatment outcomes for Canadians.

About author

Michal Conley brings over a decade of experience driving regulatory compliance initiatives and operational excellence. In her current role at LegitScript, Michal oversees the strategy, performance, and delivery of the Certification department. Her diverse background includes military service, research and investigation, business consulting, and social science, all of which provide her with a unique perspective in leading teams and driving solutions in fast-paced, high-risk industries.