The UK’s advertising watchdog has taken decisive action against the growing number of unlawful advertisements promoting prescription-only weight-loss medications.
The Advertising Standards Authority (ASA), in collaboration with the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC), has issued a stern warning to all individuals and businesses engaged in such advertising practices.
In a thorough search carried out in January, the ASA discovered approximately 1,800 unique paid advertisements suspected of unlawfully promoting prescription-only medicines (POMs) for weight loss.
This prompted the publication of a joint Enforcement Notice with the MHRA and GPhC, explicitly stating that advertising named weight-loss POMs is strictly prohibited across all platforms – including websites, social media, and influencer channels.
The regulator has urged the immediate removal of any remaining adverts that contravene these rules, stressing that such promotional activity is in clear violation of UK law.
Warnings Issued Amid Rising Violations
In December, the ASA had already cautioned both businesses and influencers who were promoting prescription-only medications to the general public.
It warned: “No-one operating in this industry can say they have not been warned that weight-loss prescription-only medicines must not be promoted to the public.”
Despite prior warnings, the watchdog confirmed it has since opened 12 formal investigations into possible breaches. These include cases involving paid online advertisements, affiliate marketing, and influencer-led promotions. The ASA emphasised that it would maintain a “close watch” over the sector and hinted at the likelihood of further regulatory action if violations persist.
Jess Tye, regulatory projects manager at the ASA, reinforced the seriousness of the issue, stating: “We have made clear from the outset of this initiative that advertising weight-loss prescription-only medicines to the public is against the law and the advertising rules.”
The GPhC echoed the ASA’s concerns, underlining the importance of professional medical oversight when it comes to accessing prescription-only drugs.
Dionne Spence, chief enforcement officer at the GPhC, stated: “It is vital that people receive prescription-only medicines, such as those used for weight management, only after having an appropriate consultation, and when their prescriber has independently verified that the medicines are clinically appropriate for them.
Adverts and special price offers should not be used for prescription-only medicines as they are likely to promote the specific POM.”
She added that GPhC inspectors would continue to assess pharmacies to ensure full compliance with regulatory standards, particularly those providing services remotely or online.
“We will be working closely with our regulatory partners to ensure that prompt and proportionate action is taken where necessary to protect the public,” she said.
