Evie Gardiner, a dedicated 28-year-old PhD student from Sydney, goes to great lengths to steer clear of ubiquitous advertisements promoting weight-loss injections; however, these ads seem to infiltrate every corner of her digital landscape and beyond. Gardiner observes that treatments involving these drugs are “marketed quite aggressively,” describing the advertisements as appearing “kind of vague,” leaving much to be desired in terms of clarity and transparency.
“There should be stricter guidelines and restrictions on that sort of advertising,” Gardiner asserts, advocating for a regulatory shift. She reflects on her personal journey: “I’m definitely lucky to be in a place now, personally, where I have a much better relationship with food and my body and health,” a sentiment that highlights her growth amidst a culture often fixated on weight and appearance.
These advertisements are predominantly produced by digital healthcare companies rather than traditional drug manufacturers, offering so-called “treatment plans” for weight loss that incorporate the GLP-1 class of drugs. Commonly known medications like semaglutide (marketed as Wegovy and Ozempic) or tirzepatide (branded as Mounjaro) are prevalent in these discussions, even though most advertisers opt for terminology that circumvents direct mention of drugs, choosing phrases like “medical weight treatments” and “modern weight loss treatments” instead.
Typically, these telehealth companies entice potential clients with online questionnaires, setting the stage for consultations with general practitioners employed by the firms—these occur via phone, video, or, in at least one instance, through text messaging. Once approved for treatment, clients receive prescriptions which are conveniently mailed to their homes, blurring the lines between traditional healthcare delivery and digital convenience.
These advertisements dominate public spaces like bus shelters and appear as sponsored posts on popular social media platforms, sprawling across various channels.
The sheer abundance of ads aimed at consumers seeking weight loss treatments has sparked a debate regarding the regulation of semaglutide promotion. In Australia, it is illegal to directly advertise prescription drugs, including online; however, health services can be promoted under specific constraints, creating a convoluted landscape for consumers and regulators alike.
Rules on advertising
The Therapeutic Goods Administration (TGA) does not regulate the promotion of health services, but warns that such promotions could violate regulations if they also serve to advertise therapeutic goods. To mitigate risks, the TGA suggests that advertisements refrain from referencing any therapeutic goods utilized in the service delivery. They further advise that businesses “advertising health services where the available treatment(s) involve the use of prescription-only medicines … should only refer to the type of consultations the service offers.”
The TGA advises that “almost all references to a prescription-only medicine in the context of an advertisement for a health service” may risk the promotion being classified as an advertisement for prescription products. “This applies to terms that act as a substitute for direct references to prescription-only medicines such as … ‘weight loss injections’,” states the official TGA website.
In a proactive measure, Guardian Australia submitted examples of recent social media advertisements from five digital healthcare companies—Juniper, Youly, Moshy, Get Lean, and ModPeptiHub—that offer weight loss services. Notably, only ModPeptiHub explicitly mentioned any drugs in its advertisements.
While the TGA refrained from validating whether any of the submitted ads violated the prohibition on prescription medication advertising, a spokesperson maintained that the agency does not comment on specific matters, including potential investigations or compliance actions.
Across the board, the TGA highlighted that websites could also be considered advertisements if they contain information leading consumers to consider a particular therapeutic good and incentivizing them to seek it out.
In responses to Guardian Australia’s inquiry, the companies asserted their commitment to adhering to advertising regulations.
Juniper, for instance, markets a “comprehensive medical weight-loss program,” emphasizing that “medical weight loss is not cheating.” A notable point in their advertisement includes a “sharps disposal bin” provided with the customer’s first order, while avoiding any mention of prescription drugs.
Juniper’s website boasts services like “health coaching and support” and “medically backed weight loss treatments,” carefully omitting medication names prior to consultations “due to Australian Therapeutic Goods regulations.”
The company, owned by Eucalyptus and backed by Woolworths and Blackbird Ventures, primarily markets to women. Chief executive Tim Doyle stated, “We advertise the overall program offering rather than any individual prescription medications and strive to comply with TGA advertising rules.” He further clarified that the decision regarding prescription rests solely with the patient’s healthcare practitioner.
Doyle underscored the importance of lifestyle modifications alongside medication, asserting that “long-term weight loss and health outcomes are improved by changing lifestyle habits such as understanding nutrition and exercise, which is a core part of the comprehensive treatment offered by Juniper.”
Meanwhile, the smaller Sydney-based company, Get Lean Pty Ltd, has been actively promoting its services on platforms like Facebook and Instagram.
One ad that was running in late September boldly claimed: “Yes … we have it, the weight loss treatment everyone is raving about,” without specifying the treatment. After Guardian Australia reached out in mid-October, that particular ad appears to have been removed. Get Lean has yet to respond to inquiries regarding its advertisements and specific prescriptions offered.
Midnight, supported by private insurer NIB, disclosed to Guardian Australia that they dispense medications including Wegovy, Mounjaro, Saxenda, and Contrave via its platforms hub.health and Youly. While the advertisement sent to the TGA for Youly did not reference prescription drugs, it did tout “discreet shipping” of treatments.
Notably, Hub.health’s website mentions “prescription medications” and “injectable treatments,” suggesting a more intricate relationship between the service and medications.
A spokesperson for Midnight clarified that customers are not guaranteed prescriptions, emphasizing that the company’s focus lies in “educating Australians about health issues,” steering clear of the promotion of any specific treatment pathways, thus ensuring compliance with TGA guidelines. CEO Nic Blair emphasized the responsibility businesses like Midnight have to guarantee that only eligible patients receive treatments.
Blair stated it is essential to prevent access to their services by individuals with a history of eating disorders or disordered eating. To enforce this, evidence-based eating disorder screening tools are integrated into their pre-consultation questionnaire.
skip past newsletter promotion
Get the most important news as it breaks
In early November, Moshy was running 23 advertisements across Meta’s social media platforms, with some touting “modern medicines and expert tailored plans available 100% online and delivered to you.” These ads carefully avoided mentioning prescription drugs.
Their website does not list specific medications, but refers to prescription treatments available in tablet or injectable forms. This digital healthcare company also operates Mosh Health, aimed at men, but has not responded to Guardian Australia’s inquiries.
Conversely, ModPeptiHub openly promotes a semaglutide “skinny shot” and appears to sell directly to consumers via its website, yet it has not responded to requests for comment regarding their practices.
Not judging consumers
As the controversy unfolds, eating disorder specialists are pressing the TGA to implement stricter advertising restrictions.
Gardiner, who has battled disordered eating stemming from her experiences being bullied for “growing up in a larger body,” emphasizes a compassionate stance: “I wouldn’t judge anyone for considering weight-loss injections.” She advocates for informed decision-making, stating, “I just want people to have the opportunity to make informed decisions.”
Gardiner believes that individuals would benefit greatly from having thorough discussions with health professionals uninfluenced by companies selling medications. Some medical experts highlight the potential benefits these drugs could have for individuals dealing with obesity, noting advantages that extend beyond weight loss, such as aiding in overcoming nicotine and alcohol dependencies. Yet, concerns linger about the insufficient understanding of potential long-term side effects.
The use of Ozempic may cause serious side effects, including possible thyroid tumors, low blood sugar, kidney complications, and inflammation of the pancreas. In October 2022, the TGA initiated an inquiry into reports of potential bowel dysfunction linked to the drug.
Melissa Wilton of the Butterfly Foundation shares her apprehensions about telehealth companies lacking sufficient safeguards to prevent vulnerable individuals, regardless of weight, from obtaining prescriptions. “In terms of advertising and … accessibility, there definitely needs to be stricter regulations, because it’s just too easy now to have it prescribed and delivered to your door,” she asserts.
Wilton advocates for an outright ban on advertising from these companies, arguing that without proper screenings for eating disorders or disordered eating, the current system poses significant risks.
Dr. Terri-Lynne South, a general practitioner and dietitian chairing the obesity management group of the Royal Australian College of General Practitioners, expresses concerns that direct-to-consumer marketing risks depriving those with obesity of holistic care. “A lot of the … hype surrounding the injectable medications leads individuals to perceive them as miracle drugs, quick fixes,” she explains. “While they have proven to be the most effective medical intervention available, it is crucial to recognize that they are merely one element of a comprehensive management strategy.”
Dr. Jennifer Hamer, a former endurance athlete with past struggles regarding an eating disorder, echoed similar sentiments. “The sheer volume of ads is hard to ignore,” she commented. “If there ever was a place for any of these medications … I really do think the only time they should be discussed is in a consulting room.”
She advocates for stringent regulations governing where these medications are discussed, who manages these conversations, and how they are marketed—asserting they should not be marketed at all, and access should be carefully controlled.
Do you know more? Email [email protected]
What are the potential risks of prescription weight-loss medications for individuals with a history of eating disorders?
Ining prescription weight-loss medications. She expresses concern that these medications could exacerbate existing body image issues or eating disorders in susceptible populations.
As the landscape of digital health services continues to evolve, there is a pressing need for regulatory frameworks that protect consumers from misleading information and potential health risks. Despite the benefits that may come from weight-loss medications, especially for individuals with obesity-related health concerns, the emphasis must remain on informed consent and comprehensive medical guidance rather than aggressive marketing strategies.
Healthcare professionals stress the importance of integrating discussions about lifestyle changes, mental health considerations, and potential side effects into any weight-loss program. There’s a consensus that consumers should have access to well-rounded information that allows them to make informed choices about their health, rather than being lured solely by advertising tactics that may not present the full picture.
as prescription drug advertising and its intersection with health services continues to navigate a complex regulatory environment, both consumers and healthcare providers must prioritize transparency, education, and accountability to ensure safe and effective use of these treatments.
