Asa Bans Public Social Posts Promoting Weight-Loss Jabs in Landmark Ruling

The Advertising Standards Authority has issued a clear warning to brands, influencers and consumers after banning social media posts promoting prescription weight-loss injections for the first time.

Posts shared on Instagram, TikTok and Facebook by members of the public were ruled to be unlawful advertisements for prescription-only medicines. The ASA deemed that the content promoted weight-loss jabs available via online pharmacies Voy, Zava, MedExpress and the prescribing service UK Meds Direct.

The regulator found that the posts used referral links and discount codes to drive sales, effectively turning customer recommendations into affiliate advertising. Under UK law, prescription-only medicines cannot be advertised to the public.

The ASA stressed that promoting these treatments to friends, family or social media followers is not a workaround to the advertising ban. 

Even where posts are shared by customers rather than paid influencers, the inclusion of incentives such as discount codes can technically deem the content as advertising.

According to the rulings, the posts directly named the medicines, featured images of injection pens, used related hashtags and encouraged followers to begin their own weight-loss journeys. In several cases, financial incentives were offered.

Catherine Drewett, Investigations Manager at the ASA, issued a statement on the rulings: “Today’s rulings send a clear message that affiliate marketing is not a loophole and that promoting prescription medicines through social media is against the law and our rules.”

Voy and Zava stated that the posts were shared independently by customers. However, the rulings underline the increasing regulatory scrutiny facing affiliate in the health and medicine industries.

For influencer marketers, the decision reminds us of the compliance risks associated with UGC, referral schemes and affiliate partnerships, particularly in industries as regulated as healthcare.