As we noted in an earlier article about Google’s move to remove non-SquareTrade pharmacies from Froogle (“Froogle to Eliminate Most Online Pharmacy Listings”), there seemed to be some confusion as to how Google’s new policy would be applied. In Google’s actual policy overview, they stated that:

As of 10/10/05, Google will require a SquareTrade ID for all online pharmacies and online pharmacy affiliates advertising on Froogle and targeting the United States or Canada. The SquareTrade program is only open to pharmacies based in the United States or Canada.

Note the phrase “and targeting the United States or Canada“, which seemed to suggest that this policy shift applied only to pharmacies for which it was possible for the proprietor to obtain SquareTrade certification (namely, those geographically located within the US or Canada).

However, we received confirmation last week that in fact, Google will be applying the new policy across the board, even outside the US and Canada. It will now be impossible for pharmaceutical businesses outside the US and Canada to list on Froogle at all, regardless of which geographic area they might be targeting. When we asked about Germany and the United Kingdom as examples, this was Google’s reply:

At this time, we cannot accept any pharmaceutical sites outside of the United States and Canada. So, even though Froogle is offered in Germany and the United Kingdom, pharmacy sites will not be allowed.

So, if you were hoping to reach consumers outside the US or Canada, you’re out of luck.

Our initial reaction to this decision is that it smacks of American center-of-the-world-itis, according to which nothing beyond those two cozy oceans to the east and west really matter — after all, who on Earth is Google to dictate what German businesses can offer to German consumers? (Except that, oh yeah, I almost forgot: Google obviously owns the service we’re talking about, and they can run it any way they like, just like you can run your own website any way you like.)

On balance, however — once we get over our anti-imperialist backlash — we’re still inclined to think this move is a great one for consumers, for Google, and yes, even for affiliates. It cuts off an important marketing channel that was previously being exploited by a gaggle of spammy, slimy affiliate junk. For those focusing on creating quality sites that offer some actual value to the consumer, taking out that huge swath of competition in one fell swoop is a great move that Google should be applauded for. This move will push a significant chunk of search traffic back to the main Google search interface, where quality sites can better compete with the spammy junk.

Since the spam expulsions, we’ve noticed a marked increase in our own affiliate site sales. We hope you have, too!