On television and radio, the ads are unremarkable: “Hey guy,” a female voice says playfully a TV spot for Hims, a men’s wellness brand that sells prescription drugs to treat erectile dysfunction, oral herpes, social anxiety, hair loss, and other conditions. “How are you there. Welcome to You.”
The ad invites viewers to “get ED treatment started for just $5,” alongside a close-up of a young man slyly pressing a white pill to his lips. What looked like customer reviews were placed on the picture: “It should have been done years ago and I feel like the young student I always thought I was,” said one. giant.
As with other ads for Hims—and its sister brand, Hers, which sells prescription drugs and health products for women—that aired on television, radio, podcasts, or appeared in print or on billboards, this ad is rather generic. It describes a medical problem, points to the company’s business model—which skips a trip to the doctor in favor of an “online visit” with a doctor—and invites the viewer to check its website for details. more.
Online, however, brands take on a different role. Hims and Hers ads on Facebook and Instagram are more specific, offering a quick and easy way for users to buy prescription drugs directly. “Men (sic) can get Sildenafil (the active ingredient in Viagra) directly to the door,” reads an active Facebook ad by Hims. “Try it today for just $5. free shipping!”
Such advertising violates Facebook policies that prohibit promoting the sale or use of prescription drugs or suggesting that users have a specific condition. Earlier this month, Facebook removed three Hims ads for sildenafil that were flagged by WIRED; A Facebook spokesperson said the ads violated Facebook policies. But hundreds of other ads from Hims and Hers touting specific prescription drugs ran on Facebook as of Friday.
Most online ads from Hims and Hers may also run in accordance with US Food and Drug guidelines that require marketers to disclose side effects associated with a drug. Hers ad for the anti-acne drug tretinoin, for example, calls the drug “your skin’s BFF” and offers “significant results without the hassle.” The ad suggested, “Skip the drive to the doctor’s office and start today for just one. $5.”
The advertisement does not mention any side effects required by the FDA, which in the case of tretinoin may include burning, itching, stinging, scaling, peeling, or redness of the skin, or sensitivity to sun, soaps, cosmetics, and products. other skin care. . Or Hims advertising for sildenafil mentions side effects including low blood pressure, loss of vision or hearing, headaches, or insomnia. TV ads from Hims and Hers do not carry these exposures because they do not mention specific drugs, referring instead to “treatment.
The FDA’s notification requirements apply to online, as well as traditional, media, said Hyosun Kim, a professor at the University of Wisconsin Stevens Point whose research focuses on direct-to-consumer online advertising of prescription drugs. “The FDA has these guidelines to protect consumers from misleading information, because (when it comes to) prescription drugs, it’s really important for the patient to understand the risk factors and any other (interactions the drug may have),” he tell. Kim said that, in his opinion, ads like those run by Hims and Hers – which do not include any risk information and in some cases claim to provide “significant results without the hassle” -contrary to FDA regulations.
The FDA declined to comment on the Hims and Hers ads specifically, citing department policy. However, an agency spokesperson insisted that its prescription drug advertising policies generally apply to social media, and sent WIRED examples of recent work that is taken against the companies that have worked Facebook ads for prescription drugswithout showing the risks properly.
“Regardless of the device, FDA requirements should be used to ensure that any manufacturer or distributor’s communication about a drug is truthful, fair and impartial, and ensure that appropriate risk information is available,” said Nathan Arnold, a company spokesman. says. “In general, if the promotion of an approved product violates the law or FDA regulations, the FDA may take a compliance action, such as sending a warning letter to the company or imposing an order.”
Asked about the FDA’s requirements and the suppression of ads on side effects, a spokesperson for Hims and Hers said that the company’s mission is to “empower everyone with important information and options for their health and happiness and our advertising was determined to start that conversation as well. hundreds of thousands of men and women who have faced barriers to care or treatment options…”
“This is why we make sure that whatever the customer’s ad can see or engage with,” the spokesperson continued, “Anyone who seeks care through the Hims & Hers site is informed about the potential risks in the sites during this process and medication is only given over the counter, a licensed physician determines that it is the best treatment option for that person.”
Facebook Ad Library
Hims and Hers offers a wide range of medications, from erectile dysfunction and acne medications, to oral herpes medication and the low libido medication valacyclovir. In some cases, brands promote drugs to treat conditions other than those the drug is approved to treat, a practice known as off-label use. For example, Hims and Hers markets the blood pressure medication propranolol as a treatment for anxiety.
According to the FDA, “The law does not allow drug companies to advertise benefits unless they are related to an FDA-approved use.”
Asked about the propranolol ads, a spokesperson from Hims and Hers said that “the product page for Propranolol (through which the customer must continue to buy) specifies that Propranolol is not FDA approved for the treatment of work or other anxiety. We accept customers are advised again about this and need to take their input seriously during the consultation process.”
Beyond the FDA, many of the Hims and Hers ads appear to violate Facebook’s drug advertising policies. A Facebook spokesperson said the three Hims ads identified by WIRED violated Facebook’s policies by specifically referencing drugs. The spokesperson noted that other Hims ads violated a different Facebook policy, which prohibits ads that presume to know personal details about the viewer, or imply that the viewer has a specific characteristic. A Facebook spokesperson said the ad shown below implies that the viewer may experience erectile dysfunction because of the words, “ED? Yes (sic), it is correct. “
On May 12, Facebook told WIRED that three offensive ads had been removed. But a review of Facebook’s Ad Library on Friday found more than 600 Hims and Hers ads, most of which promoted the sale or use of prescription drugs without mentioning the dangers of such drugs. In fact, around the time Facebook told WIRED it removed the offending ads, Facebook approve dozens of ads by Hims and Hers that promote the sale and use of the same prescription drugs. The Facebook spokesperson did not respond to five requests for comment about why the other ads are running and how Facebook enforces its policies. After publication, the spokesperson said that Facebook is “looking into these and seeking to clarify our policies with advertisers where necessary.”
With respect to Facebook, a spokesperson for Hims and Hers said, “their policies are updated regularly and regularly and we work very closely with their advertising team to ensure that all our ads comply with their requirements .”
Some experts say that these online ads can put patients at risk. “It’s dangerous (and) reckless,” said Arthur Caplan, director of the NYU Langone Medical Center’s Department of Medical Ethics. “Many people are looking for a quick fix (when it comes to their health). These direct (on-line) ads are pushing the idea that you should see a doctor—which is the wrong attitude.” “Popular drugs to solve your medical symptoms are not good medicine,” says Caplan. You want to know what the underlying disease is. You’re putting yourself in danger if you don’t take that notice.”
This article first appeared on wired.com.