All types of advertising (placard, poster, brochure, website, banner, radiophonic or televisual) must be notified to the Minister, at least 30 days before diffusion.

Visa’s are granted by the Minister following advice of the Commission for the control of advertising of medicinal products.

The dossier needs to address these subjects / contain the following elements:

? cover letter signed by the authorisation holder and countersigned by the person responsible for information

? copy of the authorisation certificate (= MA or registration)

? mock-up of the packaging

? draft of the advertising

- in both national languages (if diffusion in french and dutch) - clear (!) description of the advertising (medium (placard, display, ...), essential data, pictures, sizes, description model, ...)

? envisaged way of diffusion (via physicians, pharmacies, in magazines, …)

? essential elements for the control of the veracity of the advertising (SPC, Patient Information Leaflet, ...)

In the case of Google Adwords Campaigns, following elements must be sent for approval at the Commission for the control of advertising of medicinal products:

? search terms (to use in the Google search)

? text that you see after insertion of each search term

? website/specific web page where you arrive via the link (with reference to the relevant notification)

Legally obligatory mentions

? legally obligatory mentions don?t have to be mentioned in the Google ad (Google ad = „gateway? to the web page/website)

? legally obligatory mentions have to be mentioned on the first web page (first screen) of the web page/website where you arrive after clicking

Please note that for the 'Don’t google it’ campaign for CEBAM, – we did not advertise health care products or medicine… CEBAM is an information provider in the Belgian health care industry. Since the objective of the campaign was to educate (& not selling/promote “products”) we did not have to follow all these rules.

We built an awareness campaign that went straight to her goal and reached the right people at the right time. By conveniently using Google Adwords we created a digital remedy for a real life problem.

CEBAM asked us to warn all Flemish internet users. Get more traffic to their website and make it known to be a reliable destination for medical information. An awareness campaign that went straight to her goal and reached

the right people at the right time.

We bought the 150 most googled symptoms in Dutch. By conveniently using Google AdWords we reached only the people we needed to reach & just at the moment they needed a warning. So whenever people searched for one of those symptoms, they saw our message.

• 1,2 million people googled symptoms during the campaign

• 7% click-through rate (benchmark 2%)

• During the campaign: 200% more visitors to the healthandscience site

• Even today the healthandscience site still has 200% more visitors

• Our most popular symptom turned out to be: hemorrhoids.

By conveniently using Google AdWords, we alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message: “Don’t google it, check a reliable source.” This lead to the medical site ‘gezondheidenwetenschap.be’, a medical platform supported by the Flemish government. We hosted a video on their reliable platform clearly demonstrating the risk googling and trusting online health information.

More and more people are searching health information online, via Google. The information people find is often downright wrong. The Belgian governmental medical website gezondheidenwetenschap.be wanted to warn the public of the possible risks.