The news: Maryland lawmakers are considering a bill that would require pharma companies and patient groups like the American Heart Association to disclose their ties in disease awareness ads.

• Companies would have to register with the state’s Department of Health before running a disease awareness campaign, and then submit materials with those disclosures.
• These ads are typically “get screened” or “know your risk” campaigns that don’t name specific drugs but are often funded or co-funded by pharma companies.

Why it matters: Maryland’s move to tighten disclosures around disease awareness, or unbranded advertising, puts a spotlight on a long-standing part of pharma companies’ media mix.

Unbranded/disease awareness campaigns are used by pharma companies before a drug launch and alongside branded promotions to normalize conditions like obesity and diabetes. They also encourage screening and diagnosis, expanding the pool of potential patients.

Industry groups PhRMA and BIO, along with the AHA, pushed back on the Maryland proposal, saying that it would limit patient education and free speech.

• A PhRMA lobbyist said the bill would “stigmatize” patient education and divert funding from patient groups at a committee hearing last week, according to STAT.
• However, others, including consumer advocacy group Public Citizen, argued that patient groups may be influenced by pharma funding and that disclosure is needed to help consumers make informed decisions.

Implications for pharma marketers: While a Maryland law would be local to the state, it adds to the broader conversation about transparency in health communications. Even if it doesn’t become law, the proposal draws attention to how clearly pharma sponsors are identified in education campaigns and how that might affect consumer perception and trust. Pharma marketers should audit disease awareness efforts and align with partners on clear disclosures to ensure that campaigns not only meet any future regulatory requirements, but also foster trust with consumers.

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