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According to the online encyclopedia Wikipedia, advertising "is a form of communication that typically attempts to persuade potential customers to purchase or consume more of a particular brand . . . product or service." A broad range of companies and organizations in the health industry regularly produce advertising in order to persuade, educate and inform customers about medical and health products and services. In addition, government agencies and non-profits employ advertising techniques when they produce and distribute public service announcements (or PSAs) to convince viewers to engage in beneficial health behaviors.

Health advertising appears in most major forms of media, including the Internet, television, newspapers, radio and mobile devices. It also can be seen in many outdoor and indoor locations, including billboards and bus shelters. Because of its influence and prevalence, health-related advertising is highly controversial. For example, debate continues to rage about whether pharmaceutical direct-to-consumer advertising is harmful or helpful. Critics contend that it leads to inappropriate prescribing while supporters argue that it educates the public and reduces the stigma associated with certain conditions such as depression and HIV/AIDS.

With the rise of Internet and online technologies, health marketers and others have developed techniques that enable them to target advertising to certain consumers more effectively. One prominent technique is called behavioral targeting, the use of information collected from people browsing the Web (using their computers or mobile phones) in order to display highly relevant advertisements to them.

Advertising conducted by some companies and organizations in the health industry is closely scrutinized and regulated. For example, in the United States, the Food and Drug Administration and Federal Trade Commission, oversee advertising for prescription medications and over-the-counter drugs.