William Shatner Has Joined OTC Hearing Aid Campaign
Actor William Shatner is promoting the use of over-the-counter hearing aids for dinner conversations and daily interactions.
Updated on Sept. 29, 2026 in Senior Health
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William Shatner has partnered with Audien Hearing to highlight the benefits of using over-the-counter hearing aids. The 95-year-old actor intends to bring awareness to how these devices can improve quality of life during personal social interactions.
Why it matters
As hearing aid options expand, awareness campaigns aim to help adults navigate new over-the-counter choices that were authorized by recent regulatory changes. Understanding these accessible options is part of managing long-term auditory health and social engagement.
Manufacturer data from Demant shows 1% unit volume growth for U.S. hearing aids in Q2 2026. While the global market is projected to grow 3% to 4% in 2026, the specific adoption rates for OTC devices versus traditional models remain under observation.
The players
William Shatner
The 95-year-old actor serves as a brand ambassador for Audien Hearing.
Audien Hearing
A manufacturer of over-the-counter hearing aids that offers devices like the Atom X.
Demant
A hearing healthcare company that provides global market data and manufactures various hearing aid technologies.
FDA
The federal agency that regulates medical devices and established the 2022 rule for over-the-counter hearing aid sales.
The details
The FDA finalized a rule in 2022 that permits the direct-to-consumer sale of certain hearing aids, expanding access for those with mild to moderate hearing loss. Several manufacturers, including Jabra and Sony, have since launched devices under this framework, while tech companies like Apple and Samsung have introduced new hearing aid features for existing earphones. These products are designed to assist with clarity in environments like dinner conversations, which are common areas of difficulty for older adults.
Timeline
2022: The FDA finalized the rule allowing for over-the-counter sales of hearing aids.
Q2 2026: Demant reported flat or 1% unit volume growth in the United States.
August 2026: Demant released their Q2 2026 market results.
2026: Analysts projected a 3% to 4% growth in global hearing aid market value.
Health Landscape
The hearing health market is evolving following the 2022 FDA rule allowing over-the-counter hearing aid sales. This shift has prompted both traditional manufacturers and consumer electronics companies to expand their offerings in the United States.
If you are experiencing difficulty in conversations, discuss your symptoms with a physician to determine if an over-the-counter device or a traditional medical fitting is appropriate for your needs. Always check if a product meets FDA standards before making a purchase.
The takeaway
The expansion of over-the-counter options provides new ways to address mild hearing loss, but it is important to monitor how these devices fit your specific lifestyle. Consult with an audiologist or primary care physician to assess your hearing health before selecting an assistive device.
Further reading
For more on navigating hearing changes as you age, visit the Senior Health section.
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