Hims, an online drugstore, is a wellness startup that sells Generic Viagra (sildenafil), a drug that treats erectile dysfunction (ED) in men. Its sister brand, Hers, sells wellness products and prescription drugs for women.
Hims posts Generic Viagra ads by attracting viewers to get ED treatment for only $5. They offer an “online doctor visit” and invite viewers to check out its websites for more details.
The advertisements by Hims and Hers on social media platforms, such as Facebook and Instagram, are quite specific, offering an easy and quick way for people to buy prescription medications online directly. For instance, one active Facebook ad by Hims reads, “Men [sic] can get Sildenafil (the active ingredient in Viagra) delivered directly to the door. Try it out today for only $5. Free shipping!”
These types of ads violate Facebook policies that strictly prohibit “promoting the sale or use of prescription drugs or suggesting that users have a specific condition.”
Last month, Facebook removed three ads posted by Him for Generic Viagra that had been flagged by WIRED, according to a Facebook spokesperson, who said they violated Facebook policies. However, there are hundreds of such ads promoting specific prescription drugs online on Facebook.
Many online ads posted by Hims and Hers also conflict the U.S. Food and Drug Administration (FDA) guidelines, which require marketers to disclose the adverse effects linked to a drug.
An ad by Hers for a prescription acne medication tretinoin calls the drug “your skin’s BFF” and offers “Serious results without the hassle.” This ad suggests skipping a visit to your doctor’s office and get the treatment for just $5.
The ads do not mention any of the adverse effects required by the FDA. Hims and Hers advertisements do not carry such disclosures because they do not mention specific drugs.
The FDA disclosure guidelines are applied to online media as well as traditional media, said Hyosun Kim, a professor at the University of Wisconsin Stevens Point.
Kim said, “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 might have].”
In her opinion, such ads, which do not mention any risk information or claim to provide “serious results without the hassle,” violate FDA guidelines.
The FDA, however, has declined to comment on ads posted by Hims and Hers, citing department policy.
Nathan Arnold, a spokesperson for the FDA, said, “Regardless of the platform, the FDA’s requirements should be applied to ensure any manufacturer or distributor communication about a prescription drug is truthful, balanced and non-misleading, and ensures there is appropriate risk information. In general, if promotion of an approved product results in violation of FDA statute or regulations, the FDA may take a compliance action, such as sending a warning letter to the company or imposing an injunction.”
A spokesperson for Hims and Hers said, “The company’s mission is to empower all people with important information and options for their health and happiness and our advertising is intended to begin that conversation with the hundreds of thousands of men and women who have faced barriers to care or treatment options.”
The spokesperson continued, “This is why we make sure that no matter what advertising a customer may see or engage with, anyone who seeks treatment through the Hims and Hers platform is presented with information about potential risks at multiple points during this process and are only prescribed a medication if an independent, licensed physician determines it is the best treatment option for that individual.”
Hims and Hers offer a variety of generic drugs for conditions such as erectile dysfunction, premature ejaculation, hair loss, performance anxiety, acne, herpes infection, and low libido. In some cases, they promote drugs to treat medical conditions, which are off-label. For instance, they market the antihypertensive drug called propranolol for performance anxiety. The FDA said, “The law does not allow drug companies to advertise benefits unless they are related to the FDA-approved use.”
