Simpli.fi Medical Policy – Simpli.fi

Simpli.fi's Medical Policy provides background on the enforcement of self-regulatory measures and compliance with state health laws. Additionally, Simpli.fi's Medical Policy serves as a guideline for how to properly apply policy to campaigns to ensure compliance.

Medical

General medical campaigns have no tactic restrictions except in Massachusetts, Nevada, New York, and Washington. For sensitive medical campaign tactic restrictions, refer to the table below.

Condition-Specific, General, and Sensitive Medical

Condition-Specific Medical

Simpli.fi does not restrict tactics for campaigns containing advertisers or ads that are non-sensitive medical conditions or areas of medicine. Keywords relating to specific areas of medicine or are condition-specific are permitted, and Geo-Fencing condition-specific locations are permitted in approved states.

Sensitive Medical

Simpli.fi restricts tactics for campaigns containing advertisers or ads that are sensitive medical conditions or areas of medicine. For more guidance on what is considered sensitive, see the Medical Location List .

State-Level Medical Restrictions

Geo-Fencing any medical or health-related facility in the states of Massachusetts (MA), Nevada (NV), New York (NY), and Washington (WA) requires a minimum 0.4-mile radius.

This applies to the following Geo-Fence types:

Target
Conversion
Addressable
Event

Important

Job recruitment campaigns are the only exception to this rule and may Geo-Fence medical locations without the minimum radius.

Washington Restrictions

The following tactic restrictions apply only to the state of Washington:

Category Contextual Targeting : All health and medical categories that infer or may infer a health condition are prohibited, regardless of the advertiser. Clients may still use general category contextual targeting unrelated to health and medical conditions.
Keyword Search and Keyword Contextual : All health and medical categories that infer or may infer a health condition are prohibited, regardless of the advertiser. Clients may still use general category contextual targeting unrelated to health and medical conditions.

Addressable Audience Curation Restrictions

Addressable Audience Curation product data may not be used in the following medical advertiser categories:

Medical Insurance campaigns
Medical Device campaigns
Pharmaceutical campaigns

Additional Resources

For guidance on what tactics are accepted for your specific medical campaign, see the Medical Decision Tree .
For guidance on what is considered sensitive, see the Medical Location List .

Tactic	General Medical Rules	Sensitive Medical Rules	Notes
Site Retargeting	No restrictions for general medical.	All site retargeting and conversion pixels on sensitive medical domains are prohibited.	See the Medical Decision Tree for specific rules on when site retargeting is permitted. Depending on the situation, ads play a role in what sections of the site you must retarget.
Keyword Search and Keyword Contextual	No sensitive medical terms under any circumstance.	No sensitive medical terms under any circumstance. General health keywords are recommended. General keywords within a specific medical field are permitted. In Washington, all health and medical keywords that infer or may infer a health condition are prohibited, regardless of the advertiser.	This is an NAI-imposed stance in accordance with their Code of Conduct.
Geo-Fencing	Massachusetts, Nevada, New York, and Washington Geo-Fences require a minimum 0.4-mile radius. This is applicable to Target, Conversion, Event, and Addressable Geo-Fencing . Geo-Fencing non-sensitive medical locations in all other states is permitted. Job recruitment campaigns are the only exception to the Massachusetts, Nevada, New York, and Washington rule and may Geo-Fence medical locations without the minimum 0.4-mile radius.	All Geo-Fences around sensitive locations require a minimum 0.4-mile radius. If the campaign is in Massachusetts, Nevada, New York, or Washington, all Geo-Fences require a minimum 0.4-mile radius regardless of sensitivity. This is applicable to Target, Conversion, Event, and Addressable Geo-Fencing .	Example 1 PCP campaign attempting to Geo-Fence a cancer center. The Geo-Fence must be expanded to a minimum 0.4-mile radius. Example 2 Recruitment campaign attempting to Geo-Fence a cancer center to get nurses to apply for a new job. Geo-Fencing the cancer center are permitted. Example 3 Wig company attempting to Geo-Fence a cancer center. The Geo-Fence must be expanded to a minimum 0.4-mile radius. Conversion Zones The same rules apply to conversion zones as target zones.
Addressable Geo-Fencing	Curated audiences currently available through Simpli.fi are permitted regardless of medical sensitivity of the client. When clients upload their own lists then restrictions may apply (see notes section). Targeting medical locations with Addressable Geo-Fencing in Massachusetts, Nevada, New York, and Washington is prohibited.		The principles listed for Geo-Fencing above also apply to Addressable Geo-Fencing . The lists and addresses used for targeting must be compliant with all other aspects of Simpli.fi's Ad Content Policies . Clients are not permitted to use patient data for targeting unless the following requirements are met: Explicit consent has been obtained by the client from the user. (In these cases, Simpli.fi needs to be presented with proof of consent). The location where the patient information is obtained is non-sensitive.
Allowlist	No restrictions.	Always permitted.
Category Contextual	No restrictions.	Always permitted. In Washington, all health and medical categories that infer or may infer a health condition are prohibited, regardless of the advertiser.
Non-Sensitive Medical Categories	For guidance on what is considered Sensitive, see the Medical Location List .		It should be noted that both creative and site can play a role in determining sensitivity. Creatives can be medically sensitive. For guidance on available tactics, see the Medical Decision Tree .
PSAs	No restrictions.	Example 1 HIV Awareness Messaging Site Retargeting - Must follow sensitive medical site retargeting rules above. Keywords - General medical terms are permitted. No keywords alluding to a user having a sensitive medical condition or awareness of the sensitive medical issues are permitted, such as HIV awareness . Example 2 Substance Abuse Messaging Site Retargeting - Must follow sensitive medical site retargeting rules above. Keywords - General medical terms are permitted. No keywords alluding to a user having a sensitive medical condition or awareness of the sensitive medical issues are permitted, such as Substance Abuse Hotline or Drug Abuse Information .	Our ability to run certain tactics in the case of PSAs is generally dependent on how tailored the PSA is. The keyword rules are an NAI-imposed stance in accordance with their Code of Conduct. The Medical Decision Tree should be consulted when setting up PSA campaigns.
Pregnancy	Non-Sensitive Examples OBGYN, Pregnancy Centers, and Women Health Facilities that focus on birth or pregnancy. Keywords relating to normal pregnancy symptoms/conditions. Geo-Fencing these facilities in a general context is permitted.	Sensitive Examples Gestational Diabetes, Abortion, Miscarriage, Stillbirth, Birth Defects.	Generally considered non-sensitive, but with the potential for sensitive designation depending on the campaign setup.
Areas of Medicine vs Symptoms/Conditions/Diagnoses	Keywords focusing on non-sensitive areas of medicine are not considered sensitive, while the symptoms/diagnoses/conditions may be considered sensitive. Example 1 Urology office with general medical ads Urology is considered a non-sensitive area of medicine. Cystitis is considered a sensitive condition. Acceptable keywords: Urology , Bladder Test , or Urination Unacceptable keywords: Cystitis , ED , or Bladder Cancer		The goal is to avoid collecting or targeting off of keywords alluding to an individual experiencing a sensitive symptom, condition, or with a sensitive diagnosis. Keyword targeting an area of medicine or general terms surrounding the potentially-sensitive topic are permitted.