On Wednesday, Bing announced that is requiring drug and alcohol addition recovery spaces to be certified by LegitScript before they are allowed to run ad campaigns on the site. This policy will take effect mid-March in the US.
This is important for those who advertise for drug and alcohol addiction recovery centers in the US who are running campaigns on Bing, or in the future, as they will have to make sure the facility is certified by LegitScript, a compliance and certification service for addiction treatment centers.
Not only is Bing requiring the LegitScript certifications, the company is disallowing lead generators for drug and alcohol addiction recovery services.
According to Bing, it is always evaluating its polices in order to make sure there is a “safe and engaging” experience for users. This latest policy update is aimed at making a safer space for those suffering through addiction. “Drug and alcohol addiction are serious and sensitive topics, especially for those affected by the addiction either directly, or indirectly. Our users deserve the most helpful results we can offer when they are searching for addiction recovery assistance for themselves or a loved one,” wrote Bing on the Bing Ads blog.
Bing said it will update its “Pharmacy and health care products and services policy” page to reflect the new certification rules, but did not give an exact date beyond mid-March.
The costs of LegitScript certification include an application fee along with an annual fee that runs anywhere between $1,495 and $1,995 depending on the number of centers an addiction treatment company may have, according to LegitScript’s website.
The decision to require LegitScript certification for addiction recovery advertisers has come about a year after Google made a similar decision when it partnered with LegitScript to certify any addiction center advertisers.