Google is reportedly ready to resume hosting ads placed by US addiction treatment centres in July, almost a year after it abruptly called an end to the sector amid fears over the high volume of deceptive ads being published.
A lack of proper policing found that many such ads were taken over by scammers however, who were able to defraud vulnerable people seeking treatment for drug and alcohol addiction.
In an effort to avoid a return to past bad practice Google will require that all treatment centres wishing to run an ad must first have them vetted by LegitScript, which will run its own background checks and licensing verification among a checklist of 15 separate criteria.
Investors appear to have welcomed resumption of drug treatment ads with Alphabet shares rising 1% yesterday. In February Alphabet reported fourth quarter revenues of $32bn.