New rules require drugmakers to be clearer and more direct when explaining their medications' risks and side effects. The [new] guidelines ... are designed to do away with industry practices that downplay or distract viewers from risk information. But while regulators were drafting them, a new trend emerged: Thousands of pharma influencers pushing drugs online with little oversight. A new bill in Congress would compel the FDA to more aggressively police such promotions on social media platforms. "Some people become very attached to social media influencers and ascribe to them credibility that, in some cases, they don't deserve," said Tony Cox ... at Indiana University. Still, TV remains the industry's primary advertising format, with over $4 billion spent in the past year. Even so, many companies are looking beyond TV and expanding into social media. They often partner with patient influencers who post about managing their conditions, new treatments or navigating the health system. Advertising executives say companies like the format because it's cheaper than TV and consumers generally feel influencers are more trustworthy than companies. "The power of social media and the deluge of misleading promotions has meant too many young people are receiving medical advice from influencers instead of their health care professional," Sens. Dick Durbin of Illinois and Mike Braun of Indiana wrote the FDA in a February letter.