After studying direct-to-consumer advertising for 30 years, the FDA believes these ads inform crucial consumer healthcare decisions. However, evolving data privacy laws make it hard for companies to reach people with information to make educated health decisions. The rise of AI in targeting introduces new challenges, such as bias. We will explore legislative perspectives on health data and impact on health equity and clinical trials, when ethnicity is considered personal health info. Join us to learn new approaches to personalized healthcare, secure data integration, AI’s role and navigating legal challenges