New Data Highlight Gaps in Oversight of Prescription Drug Promotion on Social Media
CHICAGO, August 29, 2025 — The majority of prescription drug content on platforms such as Facebook, Instagram, TikTok, and YouTube is created by influencers, patients, and other non-commercial users, and this content is influencing how patients and providers talk about treatment options, according to new research from NORC at the University of Chicago.
Supported by Arnold Ventures, NORC conducted large-scale social media content analysis and national surveys of prescribers and consumers to evaluate the reach, characteristics, and impact of direct-to-consumer advertising of prescription drugs on social media. The findings show that promotional content is widespread across platforms, often lacks clear disclosures of pharmaceutical sponsorship, and frequently omits important health risk information alongside efficacy claims.
NORC’s research suggests the influence of this content extends beyond digital platforms, shaping real-world discussions between patients and providers. According to NORC’s prescriber survey, nearly 70 percent of prescribing medical professionals said patients had raised questions about a drug they saw on social media, and 61 percent of them reported writing a prescription for it.
“This research shows that the digital marketplace for prescription drugs operates under very different conditions than traditional advertising,” says Dianne Munevar, vice president of Health Care Programs at NORC. “As more patients turn to social media for health information, understanding the nature of prescription drug promotion in this space is critical.”
“As more patients turn to social media for health information, understanding the nature of prescription drug promotion in this space is critical.”
Key Findings
Social Media Data Analysis
NORC’s Social Data Collaboratory conducted a cross-sectional analysis of public posts across Facebook, Instagram, TikTok, and YouTube in 2023, focusing on GLP-1 receptor agonists (GLP-1 RAs), ADHD stimulants, and autoimmune biologics. Findings include:
- The majority of content (≥69 percent across the four social media platforms) was generated by non-commercial creators rather than drug manufacturers, often with embedded promotional elements suggesting potential undisclosed sponsorship.
- Only 14 to 38 percent of posts with efficacy claims included any mention of health risks or side effects.
Surveys of Prescribers & Consumers
In addition to the content analysis, NORC surveyed prescribing medical professionals and U.S. adults to measure their exposure to and perceptions of prescription drug content on social media and impact of that content on the patient-provider relationship. Results show:
- Sixty-nine percent of prescribers had been approached by patients about a drug they saw on social media, with 61 percent ultimately prescribing the medication.
- Consumers strongly value transparency: 66 percent said financial sponsorship disclosure is very or extremely important in prescription drug promotion, and 63 percent said the same for disclosure of risks and side effects.
Policy Options
NORC’s consumer survey also found that over half of respondents (57 percent) believed it was very or extremely important for the government to play a role in regulating how prescription drugs are promoted online. The data highlight the need for oversight approaches that evolve alongside digital platforms to safeguard patient safety, uphold public trust, and support informed decision-making.
Our findings suggest six potential approaches could modernize oversight of prescription drug promotion on social media:
- Expanding the definition of regulated entities
- Clarifying FDA-regulated drug promotion
- Modernizing the definition of regulated content
- Delineating agency roles in oversight
- Implementing financial reporting requirements
- Providing compliance guidance and resources
The full analysis is available in NORC’s policy brief, “Strengthening Oversight of Prescription Drug Promotion on Social Media.”
About NORC at the University of Chicago
NORC at the University of Chicago conducts research and analysis that decision-makers trust. As a nonpartisan research organization and a pioneer in measuring and understanding the world, we have studied almost every aspect of the human experience and every major news event for more than eight decades. Today, we partner with government, corporate, and nonprofit clients around the world to provide the objectivity and expertise necessary to inform the critical decisions facing society.
Contact: For more information, please contact Anna-Leigh Ong at NORC at ong-anna-leigh@norc.org or (917) 242-2172 (cell).
