Pixel & Privacy: FTC Says Hims Shared ED & Hair-Loss Intake Data With Meta, Snap 🩺

The Federal Trade Commission, joined by California and Utah, has sued publicly traded telehealth provider Hims & Hers Inc. in the U.S. District Court for the Northern District of California, alleging the company shared sensitive health data with advertising platforms including Meta and Snap despite marketing its services as "100% online, private, and secure." The complaint, filed Tuesday, accuses Hims of deploying Meta Pixel, Meta Conversions API and tracking tools from Google, Microsoft, Reddit, TikTok, Pinterest, X and other partners to transmit user activity without clear disclosure.

Regulators say the disclosures affected consumers seeking treatment for erectile dysfunction, premature ejaculation, mental health disorders, hair loss and weight loss — categories that include Hims's well-known "sexual wellness" line. "The FTC's complaint lays out a troubling scenario—consumers unknowingly locked into recurring subscriptions and the disclosure to third parties of consumers' most private health information without their consent," Christopher Mufarrige, Director of the FTC's Bureau of Consumer Protection, said in a statement. "The FTC will not hesitate to act on behalf of consumers deprived of their ability to choose which products they want and whether to keep their most sensitive health information private." The complaint alleges Hims promoted those guarantees across its website, television, radio, podcast and influencer advertising describing the service as "private" and "discreet."

The lawsuit also targets Hims's subscription practices. According to the complaint, the company advertised "free consultations" and suggested consumers could decide whether a treatment was right for them before purchasing medication, but many users were instead automatically charged and enrolled in recurring prescription subscriptions immediately after a provider reviewed their intake form. Regulators allege Hims failed to clearly disclose refill dates and buried cancellation options behind multiple menus and retention screens.

The complaint alleges violations of the FTC Act and related state statutes, with the agency seeking injunctive relief, monetary penalties and other remedies. Hims & Hers Health Inc. trades on the New York Stock Exchange under the ticker HIMS.