The FTC sent warning letters to 25 health plan marketers over potentially deceptive marketing practices, following earlier action focused on price transparency. The enforcement signals growing regulator attention on how healthcare products and benefits are marketed to consumers. The FTC’s letters add another layer to compliance obligations for health plans, with emphasis on avoiding misleading claims in promotional materials. For biopharma and healthcare stakeholders, the development matters indirectly by shaping how payer and plan communications influence adoption of drugs and services. As regulators push beyond transparency into marketing integrity, companies operating across payers and providers may need to reassess advertising workflows, review processes, and substantiation standards for consumer-facing messaging.