Ali Jessani, Tony Ficarrotta, Robyn Eckerling, Mayra Cavazos
Session Time: Fri, Nov 6, 2026: 10:10 AM-11:10 AM
Health-related advertising has evolved from a compliance gray area to a high-stakes enforcement topic. The shift toward stricter privacy expectations around consumer health has hardened into a complex reality defined by stricter state rules around sensitive health data (including MODPA and Washington’s My Health My Data Act), active enforcement actions (e.g., Healthline), and a surge in class-action litigation over tracking pixels in health contexts.
This panel provides a ‘survival guide’ for modern health-related advertising. We will explore the aggressive expansion of ‘consumer health data’ definitions—specifically the risks surrounding inferred health status and ‘proxy’ data—and the availability of new techniques in audience modeling and contextual targeting that can help mitigate these risks. Attendees will leave with a practical understanding of how an ad-tech stack can balance media performance with the reality of increased regulatory scrutiny on consumer health.
Ali Jessani, Counsel, WilmerHale
Tony Ficarrotta, VP & General Counsel, Network Advertising Initiative (NAI)
Robyn Eckerling, Chief Privacy Officer, Tempus Labs
Mayra Cavazos, Senior Counsel, Global Privacy & Data Policy, Omnicom Media Group
Reading Materials:
