“We work to help health care providers — from doctors to hospitals and treatment centers — get online and connect with people who need their help. Substance abuse is a growing crisis and has led to deceptive practices by bad actors,” Google’s Senior Director of Global Product Policy David Graff said in a statement emailed to CNBC.
“This is a complex issue but we believe our partnership with LegitScript is a great first step in the U.S. to help better connect people with the treatment they need,” he added.
The new U.S. rules will apply to ads for rehab centers, addiction services and crisis hotlines for drug and alcohol addiction. Once an advertiser is certified with LegitScript, it will then have to also be certified by Google.
LegitScript president and founder John Horton said his company only expects to certify about 20 to 30 such providers during the first three months of its program so it can get the process right, according to a statement on its website.
“Some opportunistic addiction treatment providers have been cashing in on patients’ recovery efforts and insurance billing opportunities. The worst of these have not only failed to provide treatment, but have encouraged ongoing drug abuse in patients trying to break the habit,” Horton wrote.
“We hope that our program will help provide patients and our partners (like Google) information about which programs provide genuine treatment and which are, in essence, scams.”
Google made $27.27 billion in revenue from advertising in the fourth quarter of 2017. Ads for drug and alcohol addiction treatments make around $78 million a year, according to a Reuters report.