On television and radio, the ads are fairly innocuous: “Hey guy,” a female narrator says playfully in one TV spot for Hims, a men’s wellness brand that sells prescription drugs to treat erectile dysfunction, oral herpes, social anxiety, hair loss, and other conditions. “Hi there. Welcome to Hims.” The ad invites viewers to “get ED treatment started for only $5,” next to a close-up of a young man pressing a white pill seductively to his lips.

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