Regulatory turbulence just slammed into the world of direct-to-consumer pharmaceutical advertising. On this 44th episode of Bald Ambition, Mookie Spitz sits down again with Dale Cooke, president of Philly Cooke Consulting and FDA Ad Law, to unpack the latest shockwave: the Make America Healthy Again report and the FDA’s sudden announcement of intensified DTC enforcement.
Topline takeaways for pharma DTC marketers:
- The foundational rules haven’t changed — yet.
- The government has explicitly said they will change, but no timeline or specifics are confirmed.
- Enforcement is already tightening: several warning letters have been issued, but the industry doesn’t know how many, to whom, or what violations were cited.
- Until those letters are made public, marketers are operating in a fog of uncertainty.
From whispered AI-authored warning letters to the looming uncertainty, Mookie and Dale cut through the noise to separate hype from hard reality. Are pharma marketers staring at a return to the scrolling wall of side effects from the 1980s? Will influencer campaigns on social media be the next target? And how the hell do you green-light a new campaign when the rules may change tomorrow morning?
Key Topics:
- FDA’s AI enforcement push – how machine-generated warning letters could reshape compliance overnight.
- “Adequate provision” under fire – what happens if websites and 1-800 numbers no longer satisfy disclosure rules.
- The specter of retro-regulation – could marketers be forced back to interminable scrolling text on TV ads?
- Influencer marketing crackdown – why TikTok and Instagram campaigns may face the harshest scrutiny yet.
- Living with uncertainty – the art of staying compliant when the rules are declared “in flux” but not yet published.
- Strategic survival – how pharma brands can hedge between delay, risk, and costly re-work while keeping campaigns alive.
If you work in pharma, healthcare marketing, or just want to know how billions of ad dollars pivot on bureaucratic whim, this is your must-listen.
The Guest
Dale Cooke is the president of PhillyCooke Consulting and FDA Ad Law. He helps companies communicate about FDA-regulated products using 21st century tools, while remaining compliant with regulations written in the 1960s. Dale has worked with more than 50 pharmaceutical and medical device clients and more than 30 advertising agencies around the world. His insights have been featured in Politico, The Pink Sheet, Stat News, Law360, and others. Dale is an active member of the Food and Drug Law Institute (FDLI), the Alliance for a Stronger FDA, and the Digital Health Coalition.
Dale teaches in the Temple University School of Pharmacy RAQA program, and is the author of Effective Review and Approval of Digital Promotional Tactics, now in its second edition in FDLI’s Topics in Food and Drug Law series. He speaks at industry conferences on topics including FDA enforcement trends, best practices for review processes, global review practices, and life sciences use of social media.
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