The move will phase out ads through a gradual region-by-region process. When they come back will depend on Google figuring out a safe way to provide ads without allowing companies that rely on giant referral commissions.

The incident illustrates the challenges Google faces as a de facto health resource for many internet users. While it wants to steer people toward help, it also has to deal with dodgy companies that prey on these same vulnerable people. The momentary pause may have only come after media stories drew attention to the problem, but it'll still be helpful if it leads to more trustworthy health ads.