RFK Jr. wants to crack down on drug ads. That could cripple some broadcasters

For decades, pharmaceutical companies have shelled out big bucks to broadcasters to place ads between segments. But a pair of policies being considered by Health and Human Services Secretary Robert F. Kennedy Jr. could change that and leave broadcasters in financial straits.

For decades, pharmaceutical companies have shelled out big bucks to broadcasters to place ads between TV segments. But a pair of policies being considered by US Health and Human Services Secretary Robert F. Kennedy Jr. could change that and leave broadcasters in financial straits. While not an outright ban, the two policies would make it significantly more difficult and expensive for drug companies to push their products across broadcasters’ airwaves, according to a Bloomberg report on Tuesday. The policies look to either mandate that advertisers elaborate on the risks posed by their drugs — forcing ads to be longer and, therefore, more expensive — or bar drugmakers from writing off direct-to-consumer ads as business expenses on their taxes, also padding the bill, Bloomberg reported. Drug ads, which are illegal in most countries, have been a hallmark of US television since the 1980s. By raising the bar on pharmaceutical ads, the Trump administration threatens a crucial revenue source for broadcasters. Drug companies spent $5.15 billion on TV ads in 2024, a significant figure considering a recent study found that drugmakers spent almost $14 billion on direct-to-consumer ads in 2023. Despite leaner audience numbers, linear television saw an uptick in pharmaceutical ad buys in 2024, which reached $3.4 billion during the first eight months of 2024, an 8.1% year-over-year increase. Almost 50% of those drug ads were split across news broadcasters, including MSNBC, CBS News, CNN and Fox News, according to a December report from research firm eMarketer. Kennedy has long criticized the pharmaceutical industry’s ability to directly advertise to consumers, which he argues leads to Americans’ greater use of prescription medications. HHS acknowledged it is examining the issue but said no final decisions have been made.