Advertisements of health and medicinal products, including those issued by direct-to-consumer companies, are regulated by HSA under relevant legislation such as the MASA or the Health Products Act (HPA). For example, if companies advertise a product to treat conditions, they are subject to MASA. For therapeutic products such as pharmacy-only medicines and over-the-counter medicines, companies are required to comply with the advertisement requirements under the HPA. Additionally, advertisements of prescription-only medicines directed at the general public are prohibited under the HPA.

If HCSA licensees collaborate with such companies to market the products, then the licensees can also be held accountable under the HCS (Advertisement) Regulations for advertising the service that utilises the product.