By Karim Hammam
The UK Advertising Standards Authority has banned four advertisements that promoted prescription-only weight loss pills to the public, ruling that such marketing violates UK law prohibiting direct-to-consumer advertising of prescription medicines.
Voy Campaign Targeted
Two ads from Voy’s “The weight is over” campaign were prohibited. A bus-side ad in July showed a hand holding a white pill with the headline “The weight is over…Voy”, while a video-on-demand ad in August displayed a pill alongside the phrases “Oral weight support” and “It’s kind of a small deal”. Both included small-print references to a glucomannan food supplement, but the ASA said the overall impression suggested the newly licensed oral Wegovy tablets.
Juniper and MedExpress Ads Also Banned
The watchdog also banned a YouTube ad for Juniper stating “The weight loss pill is here” and an Instagram ad for MedExpress promoting “New weight loss tablets”, “No needles”, and a waitlist invitation. Neither ad named a specific prescription product, yet the ASA found they were understood to promote prescription-only oral GLP-1 treatments.
Regulators Emphasize Public Health Protection
ASA investigations manager Catherine Drewett said the rulings clarify that advertisers must consider the overall impression of their ads, and that small-print references to non-medicinal products do not necessarily alter that impression. Julian Beach, executive director of operations at the Medicines and Healthcare products Regulatory Agency, welcomed the action, stressing that prescription medicines are not consumer goods and inappropriate promotion can seriously impact public health.
Companies Respond to Rulings
Voy’s chief medical officer Dr Earim Chaudry said the campaigns were developed to align with UK advertising standards and the company withdrew the bus ad during the investigation. A MedExpress spokeswoman said the ad was removed following an internal review before ASA contact, and the company will continue working with regulators.
