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By Rich Percival
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Celebrities and influencers could be hired to warn Americans about fake medicines and medical devices as part of a nationwide awareness campaign.
The U.S. Patent and Trademark Office (USPTO) is exploring a campaign targeting counterfeit pharmaceuticals and medical devices, and government procurement documents show the proposed work includes a direction to "identify and pitch key individuals (influencers, celebrities, journalists) to cover and promote the campaign."
According to the Food and Drug Administration (FDA), counterfeit medicines passed off as authentic products can contain harmful substances, incorrect ingredients or too much, too little or none of an active ingredient needed to treat a patient's condition. The risks have already prompted U.S. warnings about products such as counterfeit Ozempic injections and bacteria-contaminated eye drops.
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Fake Medicines Enter US Drug Supply
Fake medicines can leave patients without effective treatment while exposing them to substances they did not intend to take.
The FDA describes the U.S. drug supply as among the world's safest, supported by federal and state laws designed to protect distribution.
However, counterfeit products have entered the system, making the problem more than a risk confined to unfamiliar websites.
In a weeklong Cincinnati operation announced in August 2025, Customs and Border Protection (CBP) officers working with the FDA seized 54,843 counterfeit products. The agency said the products would have been worth more than $3.53 million if genuine.
CBP also said the intercepted shipments included counterfeit Ozempic and injections labeled as semaglutide, retatrutide and tirzepatide. Officers seized 16,740 counterfeit prefilled medicated pens during the operation.
Raising Awareness of Counterfeit Drugs
The USPTO's request for information seeks companies capable of developing public messaging, videos, social media content and a dedicated campaign website.
Celebrity outreach appears among possible activities. No participants, budgets, appearance fees or launch dates were identified in the published documents. Newsweek has contacted the USPTO via email for further information.
The procurement document stresses that the exercise is "strictly for market research ONLY." It is not an awarded contract or a commitment to launch.
Industry responses are due November 16. The documents do not identify particular medicines as campaign targets.
Documents seen by Newsweek said, "This effort is for campaign services to support a nationwide public awareness campaign to highlight the dangers of counterfeit pharmaceuticals and medical devices."
"The USPTO is seeking information from qualified vendors regarding capabilities and relevant experience to support potential public relations services to create and execute a nationwide public awareness campaign consisting of media relations, videos, and other creative communications deliverables including a microsite and social media campaign to highlight the dangers of counterfeit pharmaceuticals and medical devices that are falsely represented as products made or distributed by real pharmaceutical and medical device companies," they added.
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What Fake Medicines Look Like
Several cases illustrate how closely fake products can resemble authentic ones.
In December 2025, the FDA said it had seized dozens of counterfeit Ozempic 1-milligram injection units distributed illegally outside Novo Nordisk's authorized supply network.
Despite that, the agency said, "The seized counterfeit products were in the legitimate U.S. drug supply chain."
The fake products carried lot number PAR1229, a number also used on authentic Ozempic.
The FDA identified a packaging difference: Counterfeit pens displayed the "EXP/LOT" text beside the expiration date and lot number, while genuine pens placed it above that information.
Meanwhile, the FDA issued an alert on October 16 warning of counterfeit over-the-counter eye drops found in Florida and Georgia.
The products were discovered in stores primarily serving Spanish-speaking customers. Testing identified bacterial contamination in two counterfeit products.
The FDA warned that contaminated drops could cause serious infections, potentially resulting in partial vision loss or blindness.
The agency said it was unaware of adverse events associated with the counterfeit products when issuing the alert.
What Consumers Should Know
Existing federal campaigns already address counterfeit goods and unsafe medicine purchases.
The USPTO works with the National Crime Prevention Council on Go for Real, which uses online advertising, radio and educational materials to explain the dangers of counterfeit merchandise.
Its messaging covers products such as electronics, cosmetics and other household purchases.
Separately, the FDA's BeSafeRx campaign explains how consumers can check online pharmacies.
It warns that websites resembling legitimate pharmacies may be unlicensed and unsafe, and it encourages patients to buy prescription medicines through state-licensed pharmacies.
The program also encourages conversations with doctors about prescription medicines purchased online, recognizing that price and convenience can influence where patients shop.
What Happens Next
The USPTO said industry responses might inform acquisition planning and any future solicitation.
In a statement on the notice, the USPTO said, "It is for informational and planning purposes and shall not be construed as a solicitation or as an obligation or commitment by the Government at this time."
Contact Newsweek editors on this story: Ben Kelly and Shakeema Edwards.
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