Gemma Collins’ Instagram ad for a weight-loss jab was banned by the Advertising Standards Authority (ASA) for promoting a prescription-only medication to the public.
The ASA ruled that injectable weight-loss drugs like Mounjaro and Ozempic cannot be advertised directly to consumers, reinforcing its crackdown on non-compliant ads in the weight-loss sector.
The Advertising Standards Authority (ASA) has issued a ban on several social media ads promoting prescription-only weight-loss injections, including a high-profile Instagram post by TV personality Gemma Collins.
The watchdog delivered a firm message that all injectable weight-loss medications are strictly prescription-only and cannot be legally marketed to the general public. In total, nine separate rulings have been issued as part of the ASA’s latest clampdown on misleading adverts within the weight-loss industry.
Back in December, the ASA had already cautioned businesses and influencers, warning that promoting these prescription-only drugs to the public was against advertising regulations.
“No one operating in the industry could say they had not been warned that weight-loss prescription-only medicines must not be promoted to the public’,” the ASA stated.
Gemma Collins’ Post Under Scrutiny
One of the banned ads featured Gemma Collins, known for her television appearances, who promoted the weight-loss service Yazen via Instagram on 6 January.
In the video, she said: “I’m starting this year two sizes down, thanks to Yazen’s weight loss app and medication. It’s really quick and easy to get started with Yazen, it has absolutely changed my life… I finally found something that actually I lose weight on.”
She continued: “Yes, there are reports and stuff. And I’m not telling anyone to go on this medication, but it is prescribed on the NHS.”
The post drew two complaints questioning whether it breached advertising regulations by directly promoting prescription medication.
Response from Yazen and Collins
Yazen defended the post, claiming it aimed to highlight their “holistic, responsible approach to weight loss,” and not focus solely on medication.
After receiving the ASA’s notice, Yazen, along with Collins, agreed to alter the post to eliminate any mention of prescription drugs. The company also confirmed that it would take steps to ensure all future advertisements adhered strictly to advertising codes.
Collins, for her part, said she acknowledges her responsibilities under the advertising rules. She admitted the post had promoted Yazen’s services and agreed that the brand would oversee any future advertising material she shares. She also committed to following any advice the ASA offers.
Widespread Industry Crackdown
Gemma Collins isn’t the only one facing consequences. Another ad by the brand CheqUp, which stated: “No GP or pharmacy visit, just a 2-minute online consultation,” was also banned.
CheqUp told the ASA they had been following what had become a common approach across the weight-loss sector. Nonetheless, the company confirmed the ad would not be used again.
Other companies affected by this crackdown include:
- pharmacyonline.co.uk
- HealthExpress.co.uk
- Juniper UK
- Cloud Pharmacy
- Phlo Clinic
- SemaPen
The ASA made it clear: naming prescription weight-loss medications such as Wegovy, Mounjaro, Ozempic, and Saxenda in adverts is not permitted. Neither are claims like “weight loss pen” or “obesity treatment jab”.
To understand more about Mounjaro injection for weight loss and its growing presence in the UK, read our detailed report on Mounjaro injection for weight loss.
Regulatory Enforcement Gathers Pace
In April, the ASA revealed that a sweep conducted in January had flagged approximately 1,800 distinct paid weight-loss adverts that could potentially be in breach of prescription advertising rules.
The authority has since partnered with the Medicines and Healthcare Products Regulatory Agency (MHRA) and the General Pharmaceutical Council to publish a joint Enforcement Notice.
This makes it clear that promoting named, prescription-only weight-loss medications — whether online, via social media, or through influencers – is strictly prohibited.
The message from regulators is blunt: prescription weight-loss injections cannot be treated like over-the-counter remedies. Anyone ignoring this will face consequences.
