Nasal Narcan, used to reverse an overdose, stock the inside of Milwaukee County's first harm reduction vending machine. (Photo | Isiah Holmes)

Milwaukee County Executive David Crowley is proposing to utilize over $9 million in opioid settlement funds to support seven initiatives aimed at expanding treatment and reducing opioid use disorder. Crowley said in a statement that his administration “continues to deploy opioid settlement dollars across Milwaukee County.” 

“These upstream investments are proving to be effective,” Crowley said, “but we know there’s more work to do in expanding substance use prevention, harm reduction, treatment, and recovery efforts.” 

The Milwaukee County Board Committee on Finance unanimously approved Crowley’s proposal during a meeting Thursday. Next week, the full county board will vote on whether to approve the plan. The projects, proposed for the 2026-28 fiscal years, include providing outreach to older adults with disabilities through door-to-door canvasing and  funding community-based organizations which partner with the Department of Health and Human Services (DHHS). Providing more staffing to the medical examiner’s office, funding residential room and board programs for people struggling with addiction and enhancing the county’s publicly available data analysis of the overdose crisis are among the other proposed initiatives. 

“Through these proven initiatives and by working together, we will keep leading the way to change the lives of individuals affected by substance use disorder and reduce the likelihood of overdose-related fatalities in our community — because lives depend on it,” Crowley said in a statement. 

Shakita LaGrant-McClain, executive director of DHHS, said the funding will allow the department to “continue the life-saving work that began with the initial round of opioid settlement funds…We are seeing promising trends and look forward to continuing our prevention, harm reduction, treatment and recovery work, including ensuring residents have access to harm reduction supplies, targeted community outreach, and collaboration with community partners.”

A publicly available dashboard illustrates the toll the overdose epidemic has taken on Milwaukee County. It provides information on both fatal and non-fatal overdoses, which communities are most impacted, how much anti-overdose Naloxone has been utilized, and more. Across Milwaukee County, over 4,500 people have lost their lives to an overdose between 2016 and 2024. The deaths peaked in 2022, which saw 674 people lose their lives to an overdose. Non-fatal overdoses are even more common; more than 5,400 occurred during 2022. There have been 1,061 non-fatal overdoses so far this year and 124 people have died of an overdose in 2025. 

The data shows that so far this year, 14% of fatal overdoses have been people between 55-59 years old and 11% were  60-64. People aged 35-39 made up 13% of the fatal overdoses this year. The lowest percentages came from young people 15-29 years old, and much older people aged 75-85 years or more. 

Over 18 years, Milwaukee County will receive a total of $111 million in opioid settlement funds. So far, $34 million has been allocated across three cohorts of funded projects focused on breaking cycles of addiction, advancing racial equality and improving community health.

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Yes.

The U.S. and New Zealand are the only two countries that allow direct advertising on prescription drugs, according to University of Wisconsin-Madison School of Pharmacy professor Dr. David Kreling, a pharmaceutical policy and marketing expert.

In the U.S., the Food and Drug Administration approves marketing of prescription drugs through the Federal Food, Drug and Cosmetic Act. The act also prohibits using false or misleading information in advertisements.

The FDA requires advertisements to present the statement on a drug’s side effects in a “clear, conspicuous, and neutral manner.”

Most countries prohibit direct advertising of pharmaceuticals because some available drugs aren’t tested enough to guard against rare but potentially severe side effects.

While the U.S. has never had a federal law banning direct advertising of prescription drugs, companies did not publicize prescription information through direct advertisements until the 1980s. Previously only doctors and pharmacists received that information.

U.S. Sen. Ron Johnson, R-Wis., made the claim April 21.

This fact brief is responsive to conversations such as this one.

Sources

• University of Wisconsin-Madison School of Pharmacy: David Kreling
• U.S. Food and Drug Administration: USFDA
• The Conversation: David Menkes, Barbara Mintzes, Joel Lexchin

Is the US one of only two nations that allow direct advertising of prescription drugs?  is a post from Wisconsin Watch, a non-profit investigative news site covering Wisconsin since 2009. Please consider making a contribution to support our journalism.