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Medicine Market In India
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After saying overseas drugmakers would have a “big tax to pay,” Trump spares pharmaceuticals from reciprocal tariffs

Despite plenty of presidential tough talk, European drugmakers appear to have been spared from the tariff buzzsaw — at least for now.

After lots of bluster about European countries having the pharmaceutical industry in their grasp, the White House spared pharmaceutical products from its wide-ranging tariff spree — at least for now.

During a speech in Washington outlining the tariffs on what he called “Liberation Day,” President Donald Trump said, “The pharmaceutical companies are going to come roaring back; they are coming roaring back. They are all coming back to our country because if they don’t, they got a big tax to pay.”

That seeming tariff threat sent the shares of some drugmakers, like Pfizer, Merck, Novo Nordisk, and Amgen, down in after-hours trading. But shortly after the speech, a “fact sheet” sent out by the White House said pharmaceuticals — along with semiconductors and lumber, among other products — would be spared from so-called “reciprocal” tariffs. 

Trump on Wednesday afternoon laid out his plan to impose import taxes on trading partners, including hefty tariffs on those that import the most medicines to the US. The administration will impose 20% tariffs on the European Union, 26% on goods from India, and 34% on China.

Of course, clarity on tariffs has been lacking and it wouldn’t be surprising in the least for the administration to change course on any part of its tariff regime at any minute. Remember, it has made last-minute changes to threatened tariffs several times since Trump took office. And Trump has also said before Wednesday that pharmaceutical tariffs would happen “soon.” 

In the executive order, the White House mentions the “need to maintain a resilient domestic manufacturing capacity is particularly acute in advanced sectors,” including pharmaceuticals, but it didn’t provide information about how it might reshore more pharma production to the US.

Pharmaceutical products are normally excluded from tariffs under a World Trade Organization agreement that the US signed in 1994. But as Trump seeks to put pressure on Europe and bring more manufacturing to US soil, the pharmaceutical industry has found itself a prime target of protectionist rhetoric. 

Ireland, which has attracted manufacturing because of its low corporate tax rate, is particularly vulnerable: in 2024, it exported more than $50 billion of pharmaceuticals to the US. “All of a sudden Ireland has our pharmaceutical companies. This beautiful island of 5 million people has got the entire US pharmaceutical industry in its grasp,” Trump said last month. 

Drugs imported from Ireland include Keytruda, a blockbuster cancer drug made by Merck, and Eli Lilly’s popular weight-loss and diabetes drugs, Zepbound and Mounjaro. Novo Nordisk’s GLP-1 drugs, Ozempic and Wegovy, are produced in Denmark.

While they make up a higher share of US pharmaceutical imports in dollar value, European companies that make brand-name drugs would have several levers to pull to respond to tariffs, said Diederik Stadig, an economist at European bank ING. That is because they have higher margins and are in a better position to increase capital expenditures in the US, as some already have.

“If the economic incentives for them change, over time, for a longer period of time, it makes sense to adapt that supply chain,” Stadig said. “You could never replace that overnight, but if they’re here and here to stay, it makes sense to move some of your branded production to the US if those products are going to the US regardless.”

Tariffs would have the biggest impact on the price of generic medications, which are predominantly produced in Asia, because the companies that produce those drugs operate on thinner margins, rely on cheap labor, and are less likely to move their operations. According to the Food and Drug Administration, 90% of prescriptions Americans fill are generic drugs.

Vinita Gupta, CEO of Mumbai-based generic drug maker Lupin, told analysts on February 13 that the company would raise prices on critical medicines if tariffs were implemented. Lupin makes cardiovascular, tuberculosis, and diabetes treatments.

“As an industry, we have all aligned on the fact that the industry has gone through a lot of pressures and critical medicines — high-volume, low-price medicines — cannot bear additional costs,” Gupta said.

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Electronic Arts launches a platform to put more ads in its games

Video game publishing giant EA launched a new platform on Monday designed to make the process of selling immersive ad space in its popular games easier.

The company says the platform, called EA Advertising, allows brands to “integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.”

More so than other studios, EA has incorporated advertising into its most popular titles. As Kotaku points out, the company’s ad efforts stretch as far back as 2006. Several of its sports franchises already feature partnerships with brands like Visa, Lowe’s, Red Bull, and PepsiCo.

In-game advertising hasn’t exactly been embraced by fans, but industry experts expect it to ramp up as companies seek more revenue to offset higher games budgets and surging memory costs. EA rival Take-Two has taken a different approach, with CEO Strauss Zelnick recently saying the company was “not at risk of doing brand partnerships” in the forthcoming “Grand Theft Auto VI,” and that ads in full-price games seems “unfair.”

The $55 billion deal to take EA private, led by Saudi Arabia’s Public Investment Fund, is set to close at the end of this month. Being the largest leveraged buyout in history, EA will likely look for more ways to boost revenue to cover interest payments.

More so than other studios, EA has incorporated advertising into its most popular titles. As Kotaku points out, the company’s ad efforts stretch as far back as 2006. Several of its sports franchises already feature partnerships with brands like Visa, Lowe’s, Red Bull, and PepsiCo.

In-game advertising hasn’t exactly been embraced by fans, but industry experts expect it to ramp up as companies seek more revenue to offset higher games budgets and surging memory costs. EA rival Take-Two has taken a different approach, with CEO Strauss Zelnick recently saying the company was “not at risk of doing brand partnerships” in the forthcoming “Grand Theft Auto VI,” and that ads in full-price games seems “unfair.”

The $55 billion deal to take EA private, led by Saudi Arabia’s Public Investment Fund, is set to close at the end of this month. Being the largest leveraged buyout in history, EA will likely look for more ways to boost revenue to cover interest payments.

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JM Smucker says it sold $1 billion worth of Uncrustables in FY2026

After years of booming sandwich sales, JM Smucker has finally earned a billion-dollar crust.

On Tuesday, the company reported results for fiscal year 2026, highlighting better-than-expected profits driven by higher prices for coffee and sweet baked goods. However, at another point on the earnings call, CEO Mark Smucker pointed to one particularly jammy figure: in line with previous forecasts, the company sold $1 billion worth of its (almost always) crustless sandwiches, Uncrustables, in the last year alone.

business

Paramount reportedly offers concessions to resolve multistate antitrust investigation

Paramount has reportedly offered up some concessions in an effort to prevent an antitrust lawsuit by California and about 10 other states, according to Bloomberg reporting on Monday.

Reuters first reported on the potential suit from a group of unnamed states last week, which could throw a wrench in Paramount’s plans to buy rival Warner Bros. Discovery in a Hollywood megamerger.

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

$98B ⛽

The IATA released its latest financial outlook for the airline industry over the weekend, forecasting a $98 billion jump in the sector’s collective fuel bill. The world’s largest trade group representing airlines expects the oil spike to halve profits by 49% from last year to $23 billion.

The group also expects profit margins to halve year over year, falling from 2025’s 4.2% to 2%. Still, revenue is expected to climb to $1.17 trillion from $1.07 trillion.

A surge in the cost of jet fuel has rocked US and global airlines this year, leading Delta Air Lines, United Airlines, American Airlines, Southwest Airlines, JetBlue, and others to raise fares and ancillary charges like bag fees. Low-cost carriers, which operate on smaller margins, have been squeezed the hardest, resulting in Spirit’s shutdown.

“It’s a tough year for all airlines, especially those whose balance sheets had not yet recovered from COVID. And, of course, for those operating in the Gulf,” said IATA Director General Willie Walsh, who added that demand is holding up and about half of passengers expect to spend more on travel this year. “That bodes well for a strong northern summer peak season. The big unknown is how long travelers and shippers can tolerate the higher costs of connectivity.”

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