Patient demand for GLP-1 medicines has created an increasingly competitive market for healthcare providers. Several GLP-1 medicines are licensed in the UK, including semaglutide (Wegovy, Ozempic and Rybelsus), tirzepatide (Mounjaro) and liraglutide (sold under various brand names). Against this backdrop, the UK's Advertising Standards Authority (ASA) has identified the promotion of prescription-only weight-loss medicines as an enforcement priority.
For healthcare businesses, the challenge is that activities which may feel like legitimate patient education or weight-management service promotion can sometimes stray into territory that the ASA regards as advertising a prescription-only medicine (POM).
1. The starting point: do not advertise POMs to the public
The key rule is straightforward: under Rule 12.12 of the CAP Code (the rules governing non-broadcast advertising in the UK), POMs must not be advertised to the public. This applies across a wide range of channels, including paid search, social media, company websites, emails and printed materials. The policy rationale is that decisions about prescription medicines should follow an appropriate clinical assessment, rather than being driven by consumer advertising.
When assessing an advert, the ASA looks at the overall impression it creates. That includes its wording, images and pricing, as well as the webpage to which it links. Recent ASA guidance draws on consumer research showing that many people see weight-loss adverts as encouraging them to buy medicines, rather than inviting them to attend a clinical consultation. The research also found that many consumers did not realise weight-loss injections were prescription-only. These findings are now helping to shape the ASA's approach to compliance.
2. Avoid indirect references to GLP-1 medicines
One of the clearest themes from recent decisions is that removing the brand name is not enough - the prohibition extends well beyond simply naming Wegovy, Mounjaro or another medicine.
In a July 2025 ruling against Juniper Technologies, the ASA found that references to "GLP-1" and "Weight Loss Injection", together with an image of an unbranded injection pen, promoted POMs. Because all injectable weight-loss medicines are prescription-only, the pen itself was capable of communicating that a POM was being advertised.
The ASA has reached similar conclusions concerning phrases such as "skinny jab", "obesity treatment jab", "weight loss pen" and "once-a-week weight loss treatment". Even an image showing only part of an injection pen, or an unbranded vial of liquid, may be enough.
3. Promote the consultation, not its likely outcome
Healthcare providers can advertise a weight-management service. For example, an advert can invite patients to book "a consultation for weight loss". What it must not do is suggest that the consultation will probably lead to a GLP-1 medicine or another POM being prescribed.
The landing page matters too. An advert that appears neutral at first glance may still breach the CAP Code if it links directly to a webpage that names a POM, shows an injection pen or presents prescription medication as the expected treatment. Adding another step to the customer journey will not necessarily solve the problem if the overall presentation still encourages consumers to obtain a POM.
4. Be careful with prices, promotions and influencers
Discounts and urgency claims bring an additional layer of risk. The ASA has found that limited-time offers and Black Friday-style promotions can encourage people to make rushed decisions about clinically significant treatment. A discount may also amount to indirect promotion if it applies only to a service involving prescription medication.
The same rules apply to affiliate and influencer content. If an influencer receives a discount, commission or another benefit for generating new customers, both the provider and the influencer may be responsible for an advert that promotes a POM.
Providers should also take care with precise weight-loss promises, irresponsible body imagery and before-and-after photographs. Healthcare professionals and celebrities must not endorse medicines. Content that exploits body-image concerns, targets people who are not overweight or puts pressure on new mothers to lose weight is particularly likely to attract scrutiny.
5. What should providers do?
The practical message is to put the clinical service, rather than the medicine, at the heart of the advert. The ASA focuses on what consumers are likely to take away from the advertising, not simply what the advertiser intended to say. It is therefore helpful for marketing and clinical teams to review the whole patient journey together, from the initial advert through to the landing page.
A compliant advert can promote access to a properly conducted assessment, qualified healthcare professionals and individualised weight-management support. It should avoid wording, images or pricing structures that steer consumers towards a particular prescription product.
As the GLP-1 market continues to evolve, the ASA, MHRA and General Pharmaceutical Council have repeatedly signalled that this remains an enforcement priority. Providers that look at their advertising through the eyes of a consumer, rather than through a purely clinical lens, should be better placed to navigate the rules with confidence.
