Snapchat Expands Pharma Ads With Disclosure Links

Snapchat is introducing a new advertising option for pharmaceutical marketers that allows brands to include multiple disclosure and safety links directly within in-feed advertisements.

The updated format is designed to address the information requirements associated with pharmaceutical advertising, where campaigns may need to provide users with access to safety information, product disclosures and other healthcare resources alongside the primary brand destination.

Under the new format, advertisers can add up to three disclaimer calls to action (CTAs) alongside a primary CTA. The additional links will appear as smaller text beneath the main advertisement, giving users direct access to relevant information without requiring them to leave the ad and search for it separately.

Snapchat said the format will initially be available across Snap Ads, Story Ads and Commercials, with support for Sponsored Snaps expected later this year. The company said the changes are intended to give healthcare marketers greater flexibility when building campaigns that require multiple destinations for regulatory or informational content.

The development reflects the additional requirements pharmaceutical companies face when advertising prescription and other regulated healthcare products. Rather than relying on a single click-through destination, brands can now provide multiple routes to information such as safety guides and product disclosures.

Snapchat also cited user interest in health-related content as part of the rationale for expanding its advertising tools for the sector. According to the company, 95% of its users have expressed an interest in health and wellness content.