Marketing weight loss safely: compliance strategy for healthcare brands

How to engage audiences without falling foul of the rules

The appetite for weight loss medicines has never been higher. High-profile launches of GLP-1 treatments such as Wegovy and Ozempic, coupled with wall-to-wall media coverage, have fuelled consumer demand. In response, many healthcare brands and online pharmacies have stepped into the space. But this rising interest is bringing sharp scrutiny from regulators.

In recent months, UK regulators have taken decisive action against weight loss marketing that crosses the line – from misleading claims to indirect promotion of prescription-only medicines. For healthcare brands, the challenge is how to meet consumer demand with campaigns that are both effective and compliant, protecting both patients and reputation.

In this environment, responsible communication is not only a regulatory requirement but a way for healthcare brands to strengthen trust, credibility and long-term growth.

Recent rulings

The Advertising Standards Authority (ASA) has made its stance clear. In July 2025, nine rulings were upheld against advertisers – mostly online pharmacies – for promoting weight loss injections.

These rulings follow the launch of the ASA’s Active Ad Monitoring system, which uses AI to proactively search for online ads that break the rules. This technology flagged more than 20,000 ads from online pharmacies in the first half of 2025 alone, with over 10,000 linked to weight loss.

This level of proactive monitoring shows just how high weight loss marketing sits on the regulatory agenda. For brands, it’s a reminder that pushing creative boundaries too far is not a sustainable strategy and that the real opportunity lies in turning compliance into a competitive advantage rather than a limitation.

Which regulators are involved?

While the ASA is the most visible regulator, it is not acting alone. Enforcement is now a joint effort involving the ASA, the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC).

In April 2025, the ASA, MHRA and GPhC issued a joint enforcement notice, reinforcing that any advertising of prescription-only weight-loss medicines is strictly prohibited – whether online, on social media or through influencer channels

The ASA uses technology to detect ads across digital channels and can order their removal. Repeat or serious breaches can be escalated to the MHRA or GPhC, who have the power to impose stricter sanctions or regulatory action against offending businesses. This multi-agency approach means that monitoring is systematic, and penalties can be severe.

Influencers and social media

Social media has become a particular hot spot for weight loss medication. In July 2025, one of the nine breaches involved influencer and television personality Gemma Collins, who was sanctioned for an Instagram post promoting a weight loss service that implied access to prescription medicines. The case illustrates that influencer and celebrity promotions are not exempt from regulation – and that brands are responsible for the content of their marketing partners.

For healthcare companies, this creates additional risk. Posts can spread quickly, and even indirect references to POMs can trigger action. The ASA’s rulings highlight the need for brands to take control of influencer and affiliate content – building compliance into partnerships from the start, and ensuring agencies, affiliates and brand partners are aligned.

Turning compliance into a strategy

So, what does a smart approach to weight loss marketing look like? These lessons show how compliance can become a lever for stronger services, better customers and long-term brand trust.

Focus on services, not products

Promote weight management consultations, lifestyle support or holistic programmes, while avoiding any suggestion that patients can directly access prescription-only medicines through your advertising. Patients are ultimately looking for safe, expert-led support, not just access to a drug. By positioning your service around holistic care and clear USPs, you can attract higher-quality customers and make a bigger, longer-lasting impact.

Make compliance part of the process, not an afterthought

Build robust sign-off procedures and audit live campaigns regularly. With regulators using AI to scan thousands of ads at scale, even minor oversights can be picked up quickly. But compliance isn’t just about avoiding sanctions. When it shapes your brand voice and messaging, it helps you stand apart from the “cheap and quick access” providers. Done well, it positions your business as a trustworthy, clinically credible choice in a crowded market.

Be vigilant with influencers and affiliates

Brands are held accountable for third-party content, so ensure contracts, briefs and approvals keep partners within the rules. Short-term visibility from risky adverts or influencer posts may feel tempting but consider the potential for long-term damage to trust and reputation.

Remember the basics

Prescription-only medicines cannot be advertised – whether named directly or implied through language or imagery. Even shorthand references like “slimming jab” or photos of injection pens are prohibited.

What this means for your marketing

The latest rulings send a strong message. Compliance in weight loss marketing is not just a box-ticking exercise – it’s central to building trust with patients, partners and regulators. Brands that take compliance seriously don’t just avoid sanctions but can use it as a differentiator by positioning themselves as credible, responsible and safe choices in a crowded market.

Staying compliant doesn’t mean staying quiet. Talk to us about building content strategies that engage audiences while meeting regulatory standards.