President Donald Trump has ordered federal agencies to crack down on direct-to-consumer drug ads, a move that could upend one of radio’s most lucrative categories. On Tuesday, Trump signed a memorandum instructing Health and Human Services Secretary Robert F. Kennedy Jr. and Food and Drug Administration Commissioner Marty Makary to enforce stricter disclosure standards, requiring that ads present full risk details rather than directing viewers to websites.
The order has already triggered about 100 cease-and-desist letters and thousands of warnings to drug companies and online pharmacies. Influencers and social media platforms will also come under review for compliance. Officials cited a February Super Bowl spot from Hims & Hers that promoted weight loss drugs with “no mention of harms” as a prime example of what the White House wants to stop.
Trump’s directive also calls for closing a 1997 FDA loophole that let advertisers avoid full broadcast disclosures. The plan leans on existing agency authority, avoiding the need for new legislation. The initiative stems from recommendations by Trump’s “Make America Healthy Again” commission, which urged HHS, FDA, FTC, and the Department of Justice to coordinate enforcement. Trump had previously sought drug price transparency in ads during his first term, but the rule was struck down in court.
For broadcasters, the stakes are high. Pharmaceutical advertising is now network radio’s largest revenue category. Miller Kaplan reports AM/FM spending by pharma and drug store brands rose 59% between 2018 and 2022, hitting $151 million. In early 2025, the top ten most advertised drugs accounted for more than $725 million in cross-platform spending, and Pfizer and Johnson & Johnson both ranked among radio’s top national advertisers. Stricter enforcement could immediately curtail this critical revenue stream at a time of fragile ad growth.