Hims & Hers Sparks Debate with Super Bowl Ad Critiquing U.S. Healthcare
During Super Bowl Sunday, Hims & Hers Health, a telehealth company, aired a controversial commercial titled “Sick of the System.” The 60-second ad, set to Childish Gambino’s “This is America,” criticized the U.S. healthcare system, labeling it as “broken” and accusing it of prioritizing profits over patients. The ad specifically targeted the $160 billion weight loss industry, calling obesity “America’s deadliest epidemic” and promoting the company’s own “affordable, doctor-trusted” weight loss medications as a solution.
The commercial sparked backlash from health experts, advocacy groups, and lawmakers, who criticized it as “misleading” and “disparaging.” Critics argued that the ad failed to adequately disclose that the medications offered by Hims & Hers are compounded semaglutide, which is not FDA-approved, and omitted information about potential side effects. The Partnership for Safe Medicines and the Obesity Society were among the groups that raised concerns, with the latter urging viewers to consult their doctors before using such medications.
Hims & Hers defended the ad, stating that it aimed to highlight systemic failures in healthcare and provide affordable alternatives. The company accused critics of attempting to suppress its message, claiming, “The system is broken, and this is just another example of how they don’t want Americans to know they have options.”
The ad’s imagery, which included large headless abdomens, also drew criticism for perpetuating negative stereotypes about people with obesity. Despite the controversy, the commercial garnered significant attention, with some viewers praising its bold critique of the healthcare system while others accused the company of exploiting the issue for profit.
The debate has prompted calls for regulatory action, with senators Richard Durbin and Roger Marshall announcing plans to introduce bipartisan legislation to close loopholes in advertising standards for compounded medications. The FDA has yet to comment on the matter.
Hims & Hers aired a Super Bowl ad for weight loss drugs. It alarmed health experts and senators.
Healthcare groups and lawmakers called the ad misleading.
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