The one thing that’s totally normal for US citizens that Europeans just can’t understand

Europeans visiting our great country are often taken aback by certain aspects of our culture - yes, we really love ice and we also can’t get enough a/c. But there’s one thing that Europeans really struggle to understand - the fact pharmacy companies can advertise prescription medicines on TV.

We’re used to seeing upbeat commercials that highlight a prescription drug’s promise—followed by a rapid-fire list of potential side effects. But while this has is an everyday thing for us, people in Europe find these advertisements baffling.

A recent Reddit discussion illustrated the cultural divide. In posts from European viewers who had visited the US or accessed American broadcasts using VPNs, many expressed amazement at being bombarded with drug ads containing everything from benign warnings to cautionary notes about life-threatening risks—all delivered over cheerful imagery of families and friends enjoying everyday life.

Why are prescription drug ads everywhere?

In the United States, direct-to-consumer (DTC) advertising of prescription drugs is legal under guidelines set by the Food and Drug Administration (FDA). Advertisers must mention major side effects if they describe the medication’s benefits. This regulatory framework allows pharmaceutical companies to market treatments directly to the public, with the assumption that consumers can then discuss these options with a doctor.

Proponents claim that these ads empower patients to learn about new therapies and prompt them to seek medical advice they might otherwise forgo. Critics, however, argue that commercials can nudge people toward more expensive or unnecessary treatments, especially when they arrive armed with a specific brand name rather than relying on a physician’s expertise.

US drug advertising rules an outlier among global policies

In most European Union (EU) countries, direct advertising of prescription medications to consumers is broadly prohibited. Pharmaceutical companies can market products to healthcare professionals—but not to the public. Thus, someone visiting from France, Germany, or Spain is likely to do a double-take upon seeing a U.S. television spot for a cholesterol drug, antidepressant, or allergy medication.

Outside the EU, New Zealand stands with the United States as one of the only developed nations that permits prescription drug ads aimed at the general public. This stark contrast underscores how differently societies regulate healthcare and commercial speech. For many Europeans, encountering American-style ads during their travels—or via streaming platforms—offers a glimpse into a healthcare model heavily influenced by market forces.

Drug advertising shocks even some Americans

Despite their ubiquity, these commercials still raise eyebrows among a fair number of U.S. viewers. Online discussions are filled with comments calling them “dystopian” or “over-the-top.” One common complaint is how certain ads spend most of their airtime on disclaimers or fail to clarify what the drug treats, leaving viewers perplexed about whether it addresses migraines or a seasonal allergy.

Others point out that the First Amendment provides legal grounds for extensive commercial speech, effectively allowing broadcast ads for prescription drugs as long as specific disclosure requirements are met. By contrast, Europe’s strict limits echo a philosophy that a physician, rather than a marketing campaign, should drive treatment decisions.

Cultural and commercial forces around drug advertising

Analysts note that the U.S. approach to healthcare—where private insurance companies and for-profit providers operate widely—creates strong incentives to build brand recognition among prospective patients. This environment, coupled with federal regulations that permit direct-to-consumer ads, helps explain why everything from heartburn medication to injectable biologics can show up in TV breaks and digital ads.

Europe’s healthcare systems, many of which feature more centralized, publicly funded elements, favor physician-led choices and limit marketing efforts to medical professionals. Consequently, a typical European viewer rarely sees commercials encouraging them to “ask your doctor if this medication is right for you.”

Drug advertising laws divided

Whether you view these ads as helpful or intrusive, the contrast in advertising practices points to a fundamental difference in how countries manage healthcare and consumer rights. Americans have grown accustomed to spotting new drug commercials on television and online, often with catchy jingles and a string of side effects read faster than the disclaimers in a car lease agreement.

For Europeans (and many other visitors), these commercials reveal a healthcare culture they don’t often encounter back home. As it stands, the United States remains one of the few places where the phrase “Talk to your doctor today” echoes daily over the airwaves, leaving Europeans stunned.

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