ASA Takes Action Against Weight Loss Drug Ads
The Advertising Standards Authority (ASA) has issued a wave of rulings targeting ads from healthcare brands promoting prescription-only medicines (POMs) for weight loss. The decisions come amid growing concerns about the online promotion of such treatments to the general public, particularly on platforms like TikTok and Instagram.
SkinnyJab Campaign Under Scrutiny
One of the central cases involved The SkinnyJab, a brand known for offering weight loss services using GLP-1 medications. The ASA reviewed several social media posts and website content by the company. The posts featured Caroline Balazs, a celebrity weight-loss advocate and founder of the brand. In the TikTok videos, Balazs spoke about her long-standing experience with GLP-1 medications and endorsed Mounjaro, describing it as life-changing and beneficial for her patients.
Another Instagram post featured Balazs advising users on medication use, emphasizing that such treatments are tools rather than complete solutions. She highlighted the importance of diet in conjunction with the medication.
The SkinnyJab website also included promotional language such as “comprehensive face-to-face and online service” and emphasized next-day delivery of medications. The site stated that Balazs was the first UK practitioner to introduce licensed weight-loss medications to the public.
The ASA ruled these materials breached the CAP Code rule 12.12, which prohibits the advertising of POMs to the general public. Despite the company’s defense that the content was informational and aimed at existing patients, the ASA, with input from the Medicines and Healthcare products Regulatory Agency (MHRA), concluded the campaign constituted marketing communication. The use of the term “skinny jab” was seen as problematic, likely leading consumers to request specific prescription treatments.
Medexpress Ad Also Banned
Another firm, Medexpress, faced censure for a campaign allegedly targeting new mothers and promoting body image insecurities. The ad in question was challenged for being socially irresponsible and potentially harmful.
In response, Medexpress stated that their campaign aimed to empower women post-pregnancy by offering choices for weight loss. The company emphasized that the ad did not explicitly mention POMs and included disclaimers about mandatory health assessments before any prescriptions.
However, the ASA found the ad in breach of CAP Code rules 1.3 and 4.9, relating to social responsibility and the avoidance of harm or offense. The advertisement was deemed exploitative and misleading, including language that could negatively influence vulnerable audiences.
Chequp’s Facebook Ad Faces Prohibition
The ASA also took action against Chequp for a paid Facebook ad seen in July 2025. The ad featured a woman looking at herself in the mirror with the caption, “I don’t want to be skinny. I just don’t want to be the biggest person in the room.” Additional messages encouraged users to check their eligibility for a weight loss program within three minutes and highlighted the use of both prescription and non-prescription medications.
A complaint was filed against the ad, citing concerns about body shaming and the promotion of POMs. In defense, Chequp stated the ad was intended to promote its consultation services and that any treatment, including prescription medication, would only follow a professional assessment.
Despite these caveats, the ASA ruled the ad violated CAP Code rule 12.12, as it indirectly encouraged the use of POMs and implied that being overweight was undesirable. The regulator emphasized the importance of maintaining body positivity and avoiding content that could shame individuals based on appearance.
ASA Reinforces Advertising Standards
These rulings are part of the ASA’s broader effort to enforce standards around the advertising of health-related products. With the rise of influencer marketing and user-generated content on social platforms, the watchdog is increasingly scrutinizing how medical treatments are presented to the public.
The ASA has made it clear that regardless of the intent—be it information, empowerment, or commercial promotion—ads that reference POMs must adhere strictly to the CAP Code. Companies must avoid suggesting that such medications are readily available or appropriate for use without professional guidance.
All three brands—The SkinnyJab, Medexpress, and Chequp—have been instructed not to reissue the ads in their existing forms and to ensure future marketing efforts comply with relevant advertising codes.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.