Thursday, August 13, 2026

Snapchat adds multi-CTA ad format for pharma disclosure needs

Snapchat is seeking to make its advertising environment more workable for pharmaceutical brands. The platform has introduced an ad format intended to help branded prescription drug campaigns handle disclosure requirements within social media placements.

The update expands Snapchat’s call-to-action options. Advertisers can now add up to three disclaimer CTAs alongside one primary CTA. In practice, a campaign could direct users to a brand destination while also providing links to safety information, patient materials or prescribing information from the same ad unit.

Broader use across Snapchat formats

Snapchat said the capability is designed to support compliant campaign setups across several of its ad products, including Snap Ads, Story Ads and Commercials. Sponsored Snaps are expected to be supported later in the year. For pharma marketers, the change could reduce format constraints when planning campaigns on the platform.

Disclosure in social media advertising has been a long-running issue for drug marketers, platforms and regulators. Short-form environments create challenges for presenting both benefit and risk information. In 2014, the FDA issued draft guidance addressing how companies could present risk and benefit information on platforms with space limitations. Links to risk information were part of that framework.

Smaller scale than Meta, younger audience

Snapchat reported 493 million daily active users in the second quarter, up 5 percent year over year. That remains far below Meta’s scale. Meta reported 3.6 billion logged-in users across Facebook, Instagram, Messenger and WhatsApp in June.

Snapchat’s appeal for marketers lies partly in its age profile. Most users are between 18 and 34 years old. Pharma campaign announcements more often reference Meta platforms, especially Facebook and Instagram, as well as TikTok. Still, Snapchat has appeared in recent pharma marketing activity, including Eli Lilly’s campaign with WNBA player Caitlin Clark, which included a national platform takeover.

The new ad option signals a more deliberate push by Snapchat toward regulated healthcare advertisers. Adoption by pharma companies will likely depend on whether the added disclaimer CTAs fit brand review processes and compliance expectations.