Trump administration considers limits on drug ads

The Trump administration is exploring new rules to make it tougher and pricier for drug companies to advertise directly to patients, a move that could shake up a $10 billion industry. Health and Human Services Secretary Robert F. Kennedy Jr. is leading the effort, arguing that these ads encourage people to use more prescription drugs than needed.

The U.S. and New Zealand are the only countries allowing such direct-to-consumer drug ads. Instead of an outright ban, which could lead to lawsuits, the administration is looking at adding legal and financial barriers. For example, they might require ads to include more detailed information or stop companies from claiming tax deductions for ad costs. Last year, pharmaceutical companies were the third-largest spenders on TV ads, with firms like AbbVie spending $2 billion to promote drugs like Skyrizi and Rinvoq, which earned over $5 billion in early 2025.

These ads are a big deal for TV networks, making up nearly a quarter of evening news ad time. If restrictions go through, networks like ABC and CBS could lose significant revenue. Some drug companies, like AbbVie, say they could shift to digital ads or focus on raising awareness about diseases instead. The proposed changes could reshape how drug companies reach patients and affect media and healthcare industries alike.