Snapchat Expands Pharma Ad Offerings with Multi-CTA Disclaimer Attachments
Snapchat introduced an updated pharma ad format on Tuesday, allowing advertisers to attach multiple call-to-action links for disclaimers and safety notes. This feature aims to improve compliance and user access to critical health information, with support across Snap Ads, Story Ads, Commercials, and Sponsored Snaps later this year.
Snapchat unveiled a new advertising capability for pharmaceutical marketers on Tuesday, designed to streamline how product disclosures are presented within in-feed promotions. The update enables pharma advertisers to embed product disclosure links directly into their ads, giving users a more direct path to additional information without leaving the display.
According to Snapchat's official announcement, the enhanced pharma ads now support multi-CTA attachments for health and safety notes. This allows brands to provide richer context alongside their primary promotional message, addressing the varied needs of patients, caregivers, and healthcare professionals at different stages of their healthcare journey.
As illustrated in the example above, the updated format places smaller text links beneath the main ad creative. Users can tap these links to access disclaimers and other critical safety information, ensuring that required disclosures are only one click away.
Snapchat explained the rationale in a statement: “Every patient, caregiver, and healthcare professional may need different resources depending on where they are in their healthcare journey. This is why marketers often need more than a single click-out to run branded campaigns. In addition to the primary brand destination, many campaigns require links to critical information such as safety guides accessible within one click from the ad.”
By offering multiple link options, Snapchat aims to accommodate these diverse requirements, making it easier for pharma advertisers to present all essential information in a compliant manner. The company confirmed that “brands can configure up to three disclaimer CTAs alongside a primary CTA, helping unlock more compliant campaign setups across Snap Ads, Story Ads, Commercials, and, later this year, Sponsored Snaps.”
The updated pharma ad format is intended to help pharmaceutical brands maintain compliance with mandatory disclosure regulations while also engaging Snapchat's user base, many of whom actively seek health-related content. Snapchat noted that 95% of its users have expressed an interest in health and wellness topics.
This move could enhance Snapchat's appeal as a viable and valuable platform for the pharmaceutical sector, offering advertisers more flexible tools to deliver transparent and informative campaigns directly within the social media environment.