Ads for Weight-Loss Injections Banned for Manipulating Body Image Concerns

The Advertising Standards Authority (ASA) has prohibited an advertisement aimed at weight-loss injections directed at new mothers, citing concerns about exploiting body image insecurities.

MedExpress’s social media promotion relied on damaging gender stereotypes, implying that women need to focus on shedding pounds shortly after childbirth. The ASA’s decision also encompassed two additional ads from SkinnyJab and CheqUp, all deemed irresponsible for taking advantage of societal pressures regarding body appearance.

In line with regulations, advertising prescription-only weight-loss medications to the general public is prohibited. The ASA indicated that the current climate amplifies the urgency for weight loss, particularly as many individuals embrace New Year resolutions.

MedExpress’s Instagram video showcased a woman taking a mirror selfie, accompanied by text that stated: “I wish I had known earlier that I could lose post-baby weight with a medicated weight-loss treatment from MedExpress.” The ASA highlighted that the weight-loss medication in question included safety warnings for breastfeeding individuals and criticized the ad for perpetuating unrealistic body image standards.

In response to the ASA’s ruling, MedExpress announced enhancements to their internal approval processes, implemented additional sensitivity reviews, and improved advertising governance across all services they provide.

All three advertisements appeared on popular social media platforms like Facebook and TikTok, where online retailers are vying for a stake in the lucrative weight-loss injection market, which is now worth billions worldwide.

CheqUp’s Facebook advertisement depicted a woman gazing into the mirror with the statement: “I don’t want to be skinny; I just don’t want to be the largest person in the room.” Complaints to the ASA suggested this promoted a stigma related to body size.

The ASA pointed out that by featuring the model looking in the mirror, the advertisement emphasized physical appearance over health. Although CheqUp contended that the message centered on the model’s desire to reach a healthy weight rather than being “skinny,” the ASA disagreed, noting that the model did not appear to be unhealthily overweight to begin with.

CheqUp offers both prescription-only and over-the-counter weight-loss injections and claims to conduct a three-minute online consultation with healthcare professionals to determine buyer eligibility. A company spokesperson affirmed their commitment to an ethical advertising approach and noted that they swiftly complied with the ASA’s directives by removing the ad.

Originally developed to aid patients in managing weight for diabetes control, weight-loss injections have increasingly gained traction for aesthetic reasons. Their popularity surged as public figures like Adele, Rebel Wilson, Sharon Osbourne, and Elon Musk openly discussed their significant weight loss experiences attributed to these treatments.

In contrast, SkinnyJab’s promotional video featuring its founder discussing weight-loss injections was deemed not to be an educational resource, as the company claimed, but rather a promotional advertisement subject to ASA regulations. Consequently, the firm acknowledged it could no longer market prescription-only medications publicly, such as using the term “SkinnyJab” in promotional materials.

SkinnyJab confirmed the removal of the advertisement and is undertaking a comprehensive review of its branding, terminology, and communication strategies.