From JAMA Network: “The US is one of only 2 countries worldwide that permits direct-to-consumer pharmaceutical advertising. A 1997 regulatory change by the FDA made these advertisements more widespread by relaxing restrictions, unleashing a marketing free-for-all. The consequences of this regulatory failure have been significant. Within a decade of this regulatory change, pharmaceutical advertising spending increased by nearly 800%, many creating a misleading impression. The patient-doctor relationship has been distorted, creating increased demand for medications regardless of clinical appropriateness.
Misleading impressions come straight from the ads themselves: glossy scenes of patients laughing, singing, and dancing dominate the screen, while fine print races past with warnings about seizures, addiction, or even death. That is not fair balance—it is a distraction by design.
Pharmaceutical advertising on social media has exploded in recent years. One analysis found that more than 1800 social media advertisements from 15 telehealth companies promoted prescription drugs without warnings or risks, including at least 800 advertisements promoting controlled substances.
Drug advertisements on social media are often presented as entertainment, blurring the boundaries between editorial content, user-generated media, and pharmaceutical advertising. Consumers are encountering medical claims in casual, immersive formats that lack clear promotional identification, making it difficult to distinguish between evidence-based information and promotional material.
A 2024 review revealed that while 100% of pharmaceutical social media posts highlighted drug benefits, only 33% mentioned potential harms. Moreover, 88% of advertisements for top-selling drugs come from actors ignoring fair balance rules. This represents a fundamental violation of fair balance requirements that has gone unchecked for too long.”
