The UK’s Advertising Standards Authority has stepped in to ban a series of social media adverts promoting weight-loss drugs, saying they broke the law and preyed on people’s insecurities. The campaigns, from many companies including Chequp, MedExpress, and SkinnyJab, targeted the public directly with prescription-only medicines, which is strictly illegal in Britain. These treatments, often injectable, are meant to be prescribed only after careful clinical assessment, yet the adverts suggested anyone could access them easily and safely.
One MedExpress advert showed a new mother taking a mirror selfie, with a caption implying she could shed post-baby weight quickly with medicated treatment. The ASA called the ad “irresponsible,” saying it exploited insecurities and encouraged unsafe ideas about weight loss after childbirth. It also failed to warn about the risks for breastfeeding mothers, putting vulnerable people in potential danger.
Chequp’s adverts were criticised for language that implied certain body shapes were undesirable. The company argued it was promoting a “guided programme,” but the regulator said the messaging still played on harmful stereotypes and insecurities. SkinnyJab’s posts, shared by its chief executive, were also ruled to be advertising prescription treatments, even though the company claimed they were purely informative. However, the ASA rejected this defence.
Prescription-only medicines targeted in these campaigns include injections such as Wegovy, Mounjaro, and Ozempic. These drugs are not magic solutions; they require careful medical supervision, monitoring, and follow-up. Yet online, they were being presented as almost effortless fixes, available at the click of a button. The ASA stressed that adverts don’t even need to name a specific medicine to break the law. Any claim implying access to prescription weight-loss injections is considered illegal.
The crackdown follows months of monitoring and warnings. Earlier in 2025, the ASA had alerted businesses and individuals to the risks of illegal advertising. Working with the Medicines and Healthcare products Regulatory Agency and the General Pharmaceutical Council, the watchdog has used artificial intelligence to flag thousands of posts, many of which were found to breach legal requirements. The regulators are clearly willing to act swiftly to protect the public.
For the companies involved, intent did not absolve responsibility. MedExpress insisted its adverts did not encourage unsafe behaviour among new mothers. Chequp said it aimed to support healthy weight management rather than make anyone feel “undesirable,” and SkinnyJab described its content as educational. But the ASA ruled that, regardless of intent, these campaigns broke the law and must be removed, with no repetition in the same form.
The impact of these adverts goes beyond legal technicalities. For many people, scrolling through social media can feel personal. They tap into insecurities about weight, appearance, and self-worth. Public health advocates welcomed the ASA’s action, saying it sends a strong message: companies must not exploit emotional vulnerabilities to sell medicines. Prescription drugs are serious treatments, not lifestyle products, and must never be marketed like cosmetics or fashion items.
The ruling is also a reminder of the risks posed by the digital age. Social media allows adverts to reach millions instantly, and it can be hard to tell which claims are safe and evidence-based. Experts urge consumers to seek advice from healthcare professionals rather than rely on flashy posts or influencer promotions promising rapid weight loss. Even when messaging seems supportive or motivational, the underlying risk of illegal or unsafe products remains high.
For individuals, the bans highlight the importance of vigilance. Weight-loss treatments advertised online are not always what they appear to be. Consumers are encouraged to question bold claims, check whether products are prescription-only, and look for verified medical guidance. Regulators stress that protecting public health always comes before marketing ambitions.
The recent ASA rulings are part of a broader crackdown on misleading health advertising. They are proof that emotional manipulation, unrealistic promises, and direct marketing of prescription medicines to the public will not be tolerated. As online marketing becomes more sophisticated, enforcement and awareness must keep pace. The message is clear: health is not a commodity, and companies cannot shortcut the law or ethical responsibility for profit.
Ultimately, the banned adverts serve as a reminder that when it comes to prescription medicines, safety and legality always take priority. The ASA’s intervention protects the most vulnerable, sending a strong signal that social media companies, advertisers, and influencers must act responsibly.
In a world of instant information and endless marketing, understanding the rules, seeking professional advice, and being mindful of emotional triggers are essential steps for anyone considering weight-loss treatments.
Source
https://www.essexlive.news/news/health/weight-loss-drug-adverts-banned-10708798
