The Advertising Standards Authority (ASA) has issued an updated Enforcement Notice regarding the advertising of prescription-only medicines (POMs) for weight management. The update reinforces rules that have prohibited public-facing promotion of such medicines since 2015.
While the ASA is independent of government, it works alongside regulatory bodies including the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC) to ensure advertising is safe, responsible, and compliant with legal and medical standards.
Scope of the Enforcement Notice
The notice clarifies that advertising prescription-only medicines to the public is strictly prohibited. This includes:
- References to “weight-loss injection,” “obesity treatment jab,” or similar terminology that could suggest a prescription medicine.
- Images resembling injection pens or devices linked to prescription medicines.
- Indirect advertising, such as promotions for weight-loss products or services that direct consumers to prescription medicines.
The ASA monitors compliance across multiple platforms, including online paid advertising and social media posts. Advertisements found to breach the rules may be removed, and further enforcement actions may be taken where necessary.
Protecting Public Health
Prescription-only medicines for weight management are potent and intended for use only under medical supervision. They are not cosmetic treatments, and public-facing advertising can mislead consumers and create serious health risks.
The ASA’s regulatory approach is designed to protect the public, ensuring that advertising does not make unverified claims or encourage unsafe use of prescription medicines.
Guidance for Businesses
Businesses, particularly pharmacies and online retailers, are reminded to review all advertising practices carefully. Compliance with the Enforcement Notice is essential, and failure to adhere can result in removal of adverts and potential sanctions.
The ASA encourages responsible marketing practices and transparency, aiming to prevent misleading advertising and maintain public trust in medicines and healthcare products.
Looking Ahead
The ASA, working in conjunction with the MHRA and GPhC, will continue to monitor compliance with the updated Enforcement Notice. Companies are urged to familiarise themselves with the guidance to ensure that advertising practices meet legal and ethical standards.
This update reflects the growing importance of regulating online content and the need for vigilance as weight-loss prescription medicines become more widely discussed and sought after.
Source: Advertising Standards Authority (ASA), https://www.asa.org.uk/news/updated-enforcement-notice-issued-on-weight-loss-prescription-medicine-ads.html
Additional reporting and commentary © Faces Consent 2025.