Bad Influencers: How Social Media Imported US-Style Drug Advertising to the UK

Author(s): Deborah Cohen

Direct-to-consumer advertising of medicines is banned in the UK, but borders are porous on the internet. Deborah Cohen reveals how a loophole in UK regulation means that influencers such as the Kardashians are reaching UK patients

“Nurtec ODT gets rid of migraine pain within an hour and that is such a stress reliever… it’s been so good to me,” Khloé Kardashian told her nearly 300 million Instagram followers in December 2021, promoting a prescription migraine drug rimegepant, known as Vydura in the UK. The post, which listed side effects including nausea, stomach pain, and indigestion, attracted around 360 000 likes.

Kardashian has also appeared extensively across YouTube promoting rimegepant, including in clips featuring her 2 year old daughter that were later highlighted by the Daily Mail.

The Instagram post appeared on my feed, even though I was located in the UK at the time, with little indication that it was intended exclusively for US audiences. It took seconds for me to find UK online pharmacies that were able to supply the UK branded equivalent of the drug.