The news: Snapchat is rolling out a new call-to-action (CTA) ad format for US pharma marketers. Marketers can pair a primary CTA with up to three secondary drug disclaimer CTA links. Instead of redirecting users to external websites, the multi-CTA format opens safety guides and product information inside the Snapchat feed so users can tap through to essential health details instantly without leaving the app. The new format is available across Snap Ads, Story Ads, Commercials, and, later this year, Sponsored Snap.

Why it matters: Snap wants to reduce the ad-format limitations pharma brands face when running compliant branded campaigns. While it’s unclear how all of Snap’s social media rivals handle pharma ad CTAs, Snap appears to stand out for explicitly building multi-link product safety disclosures into the pharma ad format itself, according to marketing consultancy Folkfox.

Pharma marketers want to tap digital channels, but Snap currently trails leading social platforms in both health content engagement and exposure to health ads.

• Only 14% of consumers who seek out health information on social media do so on Snap, well behind YouTube (66%), Facebook (50%), Instagram (42%), and several others, per EMARKETER’s January 2026 survey.
• Our survey also shows that just 8.5% of respondents saw healthcare or pharma ads on Snap, trailing several rivals.

The barrier: Snap’s multi-CTA pharma ad format may not be viable long-term, Folkfox noted. Proposed rulemaking from the Trump administration would require Rx ads to include full product safety disclosures, replacing the decades-old flexibility that allows prescription drug ads to include only a major risk statement before directing consumers elsewhere for more information. Snap’s multi-CTA format is useful since it can keep the main creative relatively clean while putting disclosure resources behind separate CTAs. But if the government’s proposal is finalized and extends to digital advertising, Snap’s multi-CTA format likely wouldn’t adhere.

Implications for pharma marketers: While Snap is unlikely to become a go-to platform for health research given lower engagement with health content on the platform, its unsaturated pharma ad environment is an appealing complementary channel. And the multi-CTA framework appears to offer pharma brands a less cluttered experience than other options on social media. At the same time, marketers should avoid entrenching their strategies around this format, considering the disclosure rules could change as early as next year.

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