What’s essential for modern, compliant health campaigns. 

When done correctly and following relevant regulations, pharmaceutical advertising can equip consumers with the knowledge they need to better understand their condition and treatment options. In the U.S., consumers are taking a larger role in the decisions of their treatment options, and a Swoop survey found that 83 percent of consumers with chronic conditions find pharmaceutical advertisements beneficial. 

Evolving state regulations are redefining what it means to target audiences based on sensitive personal information like health data. A major misconception is that AdTech companies track every consumer move online. In reality, responsible marketers work to find audiences using privacy-safe, deidentified, and aggregated data. 

In this panel session from the 2026 NAI Summit, “Responsible Health Audience Targeting: Compliance, Trust, and Data Use,” Swoop Chief Privacy Officer and General Counsel Ben Chapman, moderator Ken Dreifach, Assistant General Counsel at PulsePoint Jessica Hoffman, and General Counsel at DeepIntent  Rob Engel highlighted critical strategies for pharma marketers and publishers to streamline compliance under evolving state privacy laws while continuing to empower consumers with vital health information. 

This panel is meant to be an informative discussion between experts and should not be considered legal advice.