The COVID-19 pandemic prompted a considerable surge in pharmaceutical advertisements, particularly for vaccines developed by Pfizer and Moderna. A notable instance is a 2021 television spot funded by Pfizer, which showcased a joyous pregnancy announcement followed by a subtle call to action encouraging viewers to get vaccinated. Although the ad aimed to bolster vaccination rates amidst the rollout of these vaccines, it glaringly omitted typical disclosures regarding the risks associated with the vaccines, as well as the fact that they were only available under Emergency Use Authorization (EUA) rather than full FDA approval. RealClearInvestigations’ review revealed that these companies frequently sidestepped mandatory disclosure requirements by marketing their campaigns as public service announcements focused on public health rather than explicitly promoting their products.
The allegations against Pfizer and other pharmaceutical firms, such as their manipulation of advertising rules, represent a broader pattern of regulatory leniency during the pandemic, where aggressive public vaccination efforts often overrode established advertising protocols. Bioethicist Aaron Kheriaty argued that this advertising campaign was a form of “advertising laundering,” violating the spirit of the EUA regulations. More troubling was the effect these ads had in shaping public perception, transforming pharmaceutical companies into perceived heroes alleviating a health crisis, all while sidelining genuine consumer safety messaging, especially given that many Americans faced mandates and intense pressure to vaccinate.
The United States and New Zealand are the only countries that allow direct-to-consumer drug advertisements. A historical perspective reveals that the U.S. relaxed regulations governing pharmaceutical ads in the late 1990s, resulting in a flood of drug-related content that often highlighted medication benefits while relegating the risks to the end of advertisements. However, the COVID-19 vaccine advertisements diverged significantly from these practices; ads featured emotional appeals but failed to include critical risk disclosures due to the unique EUA framework governing the vaccines.
Noteworthy is that these vaccine advertisements did not disclose that Pfizer’s and Moderna’s products were not FDA-approved. Instead, both companies maintained that their campaigns were “unbranded” and, therefore, free from regulatory requirements to disclose the risks associated with their vaccines. Yet, many health experts found this justification disingenuous, suggesting that even unbranded ads should still have adhered to EUA disclosure requirements given their roles in promoting the vaccines.
Pfizer and Moderna capitalized on broad, emotive messaging that emphasized community and personal responsibility regarding vaccination, deploying various marketing strategies, including partnerships with well-known organizations and leveraging social media influencers. Third-party entities funded by the pharmaceutical giants also engaged in extensive advertising that lacked risk disclosures, significantly promoting the vaccines’ safety and effectiveness without mentioning the nuanced realities emerging from emerging scientific studies.
Despite widespread scrutiny, Pfizer and Moderna’s extensive marketing campaigns were highly praised within the pharmaceutical and advertising industries for their effectiveness. The companies thrived financially during this period; Pfizer alone secured approximately $37 billion in revenue from the COVID-19 vaccine in 2021. Critics, including Kheriaty, have expressed concern over an inherent conflict of interest, suggesting that the substantial financial resources allocated to vaccine marketing campaigns may have compromised the integrity of correspondingly reporting media, further complicating public perceptions of vaccine safety and efficacy. Thus, as a myriad of regulations seems to have been disregarded, the implications of such advertising tactics during a global health crisis remain a critical area for scrutiny and discussion.
