President Donald Trump has signed a presidential memorandum directing federal health officials to crack down on misleading prescription drug advertisements, demanding greater transparency about risks in the $10 billion direct-to-consumer marketing industry.

The directive tasks the Health and Human Services Secretary with ensuring drug ads provide “full and accurate information.”

The move targets an industry where pharmaceutical companies outspend nearly every other sector on consumer advertising.

Trump’s memorandum calls explicitly for increasing information about drug risks in advertisements. The order also addresses concerns about social media influencer campaigns that have escaped sufficient regulatory oversight.

The White House argues these advertisements can mislead consumers about drug risks and benefits. Officials say the ads often promote medication over lifestyle changes and inappropriately insert themselves between patients and physicians.

“I’ve [never] been loyal to the special interests; I have been loyal to our patients and our people that need drugs — prescription drugs — and devoted myself completely to fighting for the American people,” Trump stated.

The FDA will now face pressure to monitor compliance across traditional and digital advertising channels. The agency must ensure pharmaceutical companies disclose comprehensive risk information alongside promotional claims.