The UK's advertising regulator has taken decisive action against several companies for promoting prescription-only weight loss drugs directly to the public in campaigns that dangerously prey on body image anxieties.
Regulator Cracks Down on Irresponsible Marketing
The Advertising Standards Authority (ASA) confirmed on Wednesday 17 December 2025 that it has banned a series of adverts from firms including Chequp, SkinnyJab and MedExpress. The core violation was the direct promotion of prescription-only medicines (POMs) to the public, which is strictly prohibited under UK advertising regulations.
Beyond this fundamental breach, the ASA identified serious social responsibility issues in campaigns run by MedExpress and Chequp. The watchdog ruled that these adverts unacceptably exploited people's insecurities about their bodies to sell medical treatments.
Targeting New Mothers Deemed "Irresponsible"
One particularly concerning advert from MedExpress was singled out for criticism. The ASA stated it was irresponsible for encouraging new mothers to prioritise losing "post-baby weight" using medication. This promotion ran despite known warnings that such treatments may not be suitable for individuals who are breastfeeding.
The regulator was unequivocal in its judgement, stating that playing on body image insecurities is unacceptable. It confirmed that tackling the irresponsible advertising of weight-loss medications remains a priority area, with ongoing monitoring and enforcement efforts in place.
A Clear Message to the Industry
This enforcement action sends a strong signal to the pharmaceutical and wellness marketing sectors. The ASA is actively policing not just the legality of adverts for medical products, but also their ethical impact. Adverts that target vulnerable groups or leverage societal pressures around body shape for commercial gain will face sanctions.
The bans underscore the strict boundaries in UK advertising law, particularly concerning prescription-only medicines, which cannot be advertised directly to consumers under any circumstances. Companies must instead direct their promotional efforts towards healthcare professionals.
