Snapchat Launches Multi-CTA Ad Format to Help Pharma Brands Run Compliant In-Feed Rx Promotions
核心洞察
Snapchat introduced "multi-CTA attachments," a new ad format enabling pharma brands to add up to three disclaimer CTAs alongside a primary CTA for compliant Rx campaigns.
The format addresses regulatory requirements by allowing links to critical information such as safety guides accessible within one click from the ad.
Snap (搜索) reports that 95% of its 971 million global users express an active interest in health and wellness topics, a key audience for U.S. pharma marketers.
Snapchat has announced a new advertising format designed specifically for pharmaceutical brands, aiming to help marketers comply with regulatory requirements for prescription drug (Rx) campaigns while engaging the platform's health-conscious user base. The feature, called "multi-CTA attachments," allows pharma brands to integrate up to three disclaimer call-to-action (CTA) links alongside a primary CTA, enabling users to access additional product information without leaving the Snapchat feed.
The launch responds to a central challenge in Rx advertising on social media: regulatory mandates that require critical safety information to be readily accessible to consumers. "Many campaigns require links to critical information such as safety guides accessible within one click from the ad," Snap (搜索)'s announcement notes. The company adds that "every patient, caregiver, and healthcare professional may need different resources depending on where they are in their healthcare journey," which is why "marketers often need more than a single click-out to run branded campaigns."
A Health-Engaged Audience
Snap (搜索) positions the new format as a way for U.S. pharma marketers to reach an audience with demonstrated interest in health topics. According to Snap, 95% of the platform's 971 million global users express an "active interest" in health and wellness topics. The multi-CTA attachment format is intended to let pharma brands "tap into these conversations by promoting ads that include more information about the product in question."
How the Format Works
The updated pharma ads display smaller text links below the primary ad, allowing users to gather more information about medications and health services by tapping through the disclaimers without leaving the Snapchat feed. This design keeps users within the in-feed experience while still surfacing the regulatory disclosures that Rx campaigns require.
Rollout Across Ad Surfaces
Per the launch, pharma brands can integrate the multi-CTA attachments across Snap (搜索) Ads, Story Ads, and Commercials. Support for Sponsored Snaps is expected to follow by the end of 2026. With industry regulations tied to Rx campaigns on social media, Snap's multi-CTA attachment format is designed to help pharma brands run safer, compliant in-feed promotions.