Advertising Watchdog Cracks Down on Social Media Promotion of Weight Loss Medications
The Advertising Standards Authority (ASA) has taken decisive action against the illegal promotion of prescription-only weight loss medications on social media platforms. In a significant move, the regulator has banned 13 separate social media posts that were found to be sharing discount codes and referral links for online pharmacies selling injectable weight loss drugs.
Illegal Promotion of Prescription Medications
It is strictly illegal under UK law to promote prescription-only medications such as Wegovy and Mounjaro to the general public. The banned social media posts were found to be violating these regulations by explicitly naming drug brands, using related hashtags, displaying images of injection pens, and encouraging followers to embark on their own weight loss "journeys" while simultaneously offering financial incentives.
Catherine Drewett, investigations manager at the ASA, emphasised the seriousness of the violations: "Promoting prescription medicines through social media, whether as a brand, influencer or customer, is against the law and our rules. We'll continue to take swift action in this area to make sure the rules are followed and that people are protected from harmful and irresponsible ads."
Targeted Online Pharmacies and Affiliate Schemes
The banned advertisements promoted four specific online services: Voy, Zava, MedExpress, and UK Meds Direct. These posts utilised various affiliate or referral marketing schemes that allowed individuals to share links or discount codes in exchange for rewards or benefits when others used them.
One particularly concerning example came from the Instagram account stephenwilliamhair, which posted on Christmas Day 2024 with an image of a man overlaid with text stating "A year ago today I was fat." The accompanying caption actively encouraged followers to message for a 25 percent discount voucher for Voy pharmacy.
Other prohibited content included before-and-after images from Mounjaro usage with text directing viewers to the Voy website, as well as anonymous posts in Facebook support groups offering 25 percent discount codes for Zava with messages suggesting "there's no better gift than the gift of good health."
Regulatory Responsibility and Company Responses
The ASA has stressed that "affiliate marketing is not a loophole" and that both brands and individuals bear responsibility for adhering to advertising regulations, even when companies did not specifically request the promotional posts. The watchdog determined that Voy maintained control over their discount codes and had the authority to stipulate how referral codes were shared, making them ultimately responsible for ensuring advertising compliance.
In response to the investigation, the Instagram user stephenwilliamhair apologised for causing concern, removed the problematic post, and committed to changing their future content approach. Another user, mounjourneystartsno, expressed regret for "the unintentional promotion" of prescription-only medication and confirmed they no longer use the account through which the post was shared.
However, the online pharmacies offered varying defences. Voy argued that advertising laws applied primarily to content under their direct control, suggesting the social media posts in question fell outside this scope. Zava maintained they had no commercial relationship with the social media users behind the banned posts and emphasised that their discount codes applied to more than just prescription medications.
Broader Health Concerns and Regulatory Collaboration
Julian Beach, interim executive director of healthcare quality and access at the Medicines and Healthcare products Regulatory Agency (MHRA), highlighted the significant health risks involved: "Prescription-only weight-loss medicines carry real risks and must only be prescribed following a proper clinical assessment. The promotion of these medicines through affiliate schemes and social media circumvents important safeguards that exist to protect patients."
Beach confirmed that the MHRA would continue collaborating closely with both the ASA and the General Pharmaceutical Council to take action against those violating regulations and potentially endangering public health through inappropriate medication promotion.
The ASA has issued formal directives requiring that the banned advertisements must not reappear and has instructed the involved Instagram users to refrain from promoting prescription-only medications to the public in future. This regulatory action represents a significant step in addressing the growing challenge of pharmaceutical promotion through social media channels and affiliate marketing schemes.
