A new national poll from the MedShadow Foundation and Siena Research Institute suggests that Americans remain divided over prescription drug advertising, while showing broad support for tighter controls on how and where pharmaceutical companies promote medicines.
Half of respondents said they support banning prescription drug advertisements, with the figure rising to 60% among adults aged 18 to 34 and falling to 40% among people aged 55 and older. Two-thirds of respondents said there are somewhat or far too many prescription drug advertisements, while 83% support limiting such advertising on television and streaming services.
The findings are significant for pharmaceutical marketers because direct-to-consumer advertising increasingly operates across traditional television and digital environments. The poll indicates that consumers continue to use advertising as a source of health information, but many also question whether the current volume and format of those messages provide enough useful context.
Information quality emerged as a central concern. While 52% of respondents rated drug advertising highly for explaining the illness or condition being treated and another 52% gave high marks for explaining benefits, only 42% gave similarly strong ratings for explaining who should take a medication. Just 41% rated advertisements highly for explaining side effects.
At the same time, 93% supported an information-first advertising format that clearly explains the condition being treated and the purpose of the drug. Four out of five respondents also favored restrictions on advertising newly approved drugs during an initial period following approval.
The survey also illustrates why pharmaceutical advertising remains an important part of the healthcare information ecosystem. Sixty percent of respondents said an advertisement had prompted them to ask a healthcare professional about a drug, while 53% said an ad had caused them to ask about a side effect of a medicine they were already taking.
Respondents also recognized potential benefits. Eighty-eight percent said prescription drug advertising can encourage people to seek medical care, and 84% said advertising can introduce treatment options consumers might not otherwise know about.
However, perceptions vary considerably by age. Younger adults are more likely to use digital channels for health information and are also more critical of pharmaceutical advertising. The poll found that people aged 18 to 34 were more likely than older adults to use internet searches, AI tools, social media, influencers, podcasts and streaming services for health information.
That shift matters for advertising technology because pharmaceutical marketers increasingly need to reach consumers across fragmented media environments while meeting requirements around accuracy, transparency and risk communication.
The regulatory environment is also evolving. The FDA has been working on greater transparency in direct-to-consumer drug advertising, including potential changes to how safety information is presented. MedShadow reported in March 2025 that an FDA proposal was being developed around transparency in direct-to-consumer advertising, with subsequent regulatory-agenda updates pointing to proposed rulemaking in 2026.
For AdTech, the poll points to a difficult balance. Pharmaceutical advertisers need measurable digital reach, but healthcare advertising carries unusually high information and compliance requirements. As audiences move from television to search, social media, streaming and AI-assisted information discovery, the challenge is no longer simply reaching consumers. It is delivering advertising that remains understandable, appropriately qualified and useful across every channel.
Market Landscape
Prescription drug advertising sits at the intersection of digital advertising, healthcare marketing, media buying and regulation. Traditional television remains important, but consumers increasingly use search, social platforms, streaming services and AI tools when researching health information.
The poll’s generational differences highlight this fragmentation. Older respondents remain more reliant on healthcare professionals, while younger and middle-aged adults report substantially higher use of digital and social channels for health information.
That creates a more complex environment for pharmaceutical advertisers. Campaign planning must account for different information behaviors while maintaining consistent standards for medical claims, risks and disclosures.
Strategic Outlook
The findings suggest that pharmaceutical advertising may face growing pressure to demonstrate informational value alongside reach and engagement.
For advertisers and agencies, an information-first approach could require greater attention to creative design, disclosure placement, contextual relevance and channel-specific execution. For publishers and platforms, healthcare advertising creates additional responsibility around how promotional content is presented alongside health information.
The data does not establish that consumers want pharmaceutical advertising eliminated altogether. Instead, the results point to a more nuanced tension: many Americans recognize that ads can introduce treatment options and prompt conversations with clinicians while simultaneously expressing concerns about volume, safety information and potential overreliance on medication.
Top Insights
- 50% of respondents support banning prescription drug advertising.
- 83% favor limiting drug ads on television and streaming services.
- 93% support an information-first advertising format.
- 60% have asked a healthcare professional about an advertised drug.
- Younger adults are more active users of digital and AI-based health information sources.
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