The FTC sent warning letters to 25 health plan marketers over potentially deceptive marketing practices, continuing its push on healthcare advertising and transparency enforcement. The letters followed earlier FTC action tied to price transparency. While not specific to a single product category, the move signals heightened regulatory scrutiny around how plans describe coverage and value propositions to consumers. For biotech stakeholders, marketing compliance risk can influence contracting, access strategies, and downstream adoption pathways. The enforcement approach adds pressure for health ecosystem partners to tighten claims substantiation and improve internal review controls.