Super Bowl LX on February 8, 2026, crowned the NFL champion, but its true American hallmark was the barrage of prescription drug ads—a spectacle impossible anywhere else. Only the U.S. and New Zealand allow direct-to-consumer TV ads for pharmaceuticals, a policy most nations reject to prevent overprescribing, inflated costs, and hype over hard science.
At least five pharma spots aired during the Big Game:
- Novartis spotlighted prostate cancer awareness, urging men to discuss treatments with doctors for early intervention.
- Boehringer Ingelheim drove home the uACR urine test’s role in spotting kidney damage early, targeting risks from diabetes and hypertension before symptoms strike.
- Novo Nordisk promoted Wegovy, their GLP-1 pill for weight management.
- Hims & Hers pitched telehealth access to compounded GLP-1s, making weight loss meds convenient via app and mail.
- Ro, another GLP-1 weight-loss drug, aired an ad starring tennis legend Venus Williams.
In countries where “football” is a 90-minute game without helmets and shoulder pads, DTC pharmaceutical ads are out-of-bounds. Their philosophy is that this ban on big pharma hype safeguards patients and quells demand for fancy drugs with hidden risks. Here in America we make up our own games and play each other for “World” championships.
Sage Advice, LLC 
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