ASA Cracks Down on False ‘Ozempic Dupe’ Advertising Claims

The Advertising Standards Authority (ASA) has issued a warning to advertisers regarding the promotion of weight-loss drugs, specifically targeting the misuse of prescription-only medicines (POMs) like Ozempic (semaglutide). The ASA emphasizes that such medications should only be prescribed by qualified medical professionals and that advertising them directly or indirectly to the public is prohibited.

Despite these regulations, the ASA has observed a rise in advertisements for POMs across various platforms, including online ads, social media, and influencer promotions. These ads often promote products like Ozempic, Wegovy (semaglutide), Saxenda (liraglutide), and others referred to as 'skinny jabs' or 'flab jabs,' all of which are against advertising rules.

In response, the ASA has taken action against companies violating these rules. For instance, Juniper Technologies UK Ltd faced an upheld ruling for indirectly promoting semaglutide (Ozempic) through a YouTube ad, which featured testimonials about weight loss achieved via their program involving prescription treatments.

Similarly, SkinnyJab Ltd was found in breach of the Code for Instagram posts and website content that promoted prescription-only medicines and made irresponsible weight-loss claims.

The ASA's enforcement notice underscores the importance of responsible advertising in the weight-loss sector, reminding advertisers that promoting POMs to the public is not only unethical but also illegal. The authority continues to monitor and take action against non-compliant advertisements to protect public health and maintain advertising standards.