Weight-loss injections are being aggressively marketed to British consumers through often illegal promotions, prompting concerns from experts about the growing risks in the industry. The market for drugs like Wegovy and Mounjaro has surged, leading to a price war among online pharmacies, with even high-street chains joining in to meet the rising demand. Last month, Novo Nordisk, the company behind Wegovy, reported global sales of £1.94bn for the third quarter of the year, a 48% increase from the previous quarter.
However, a review of reports from the UK’s regulatory bodies reveals that many online pharmacies are breaching strict rules governing the advertising of prescription-only medications (POMs). In the UK, advertising prescription drugs directly to the public is illegal. The Advertising Standards Authority (ASA) has been investigating the illegal marketing of weight-loss injections, with complaints upheld every month since April 2023. Despite this, many online pharmacies continue to use loopholes to advertise these drugs.
One common strategy involves promoting weight-loss “services” that include the injections, often accompanied by discount offers. While consultations for weight-loss services can be advertised, the actual drugs cannot be mentioned on the homepage of websites, and information about them can only be provided in the context of a consultation. Despite these rules, pharmacies have been found advertising multibuy deals and price reductions for weight-loss jabs, which experts argue could mislead consumers.
The Medicines and Healthcare products Regulatory Agency (MHRA) has repeatedly written to online pharmacies that advertise discount deals for weight-loss jabs, reminding them that the suitability of such treatments should be determined by a healthcare professional following a consultation. Since 2021, the MHRA has issued more than 50 warnings to pharmacies for breaching advertising regulations, with the number of violations rising significantly in recent years. In 2023, the MHRA upheld 27 breaches, and 19 more were recorded in the first nine months of 2024.
This increase in breaches coincides with the approval of new prescription weight-loss medications, such as Saxenda in 2017, Wegovy in 2021, and Mounjaro in 2023. These drugs have become popular, fueling aggressive marketing tactics by online pharmacies. The MHRA has stated that it takes concerns about the illegal promotion of prescription drugs seriously and has warned that failure to comply with advertising regulations can lead to fines or imprisonment for up to two years. However, the MHRA has not yet had to use its statutory powers, as most pharmacies comply voluntarily after being contacted.
One example of a concerning promotion comes from Superdrug Online Doctor, which offered a promotional code for 33% off its weight-loss service, including the prescription-only jabs Wegovy and Mounjaro. While Superdrug claims its advertising complies with the ASA’s guidelines, experts argue that such promotions blur the line between advertising health services and prescription drugs. They warn that these tactics exploit regulatory loopholes and could lead consumers to believe they are receiving discounts on the drugs themselves.
Oksana Pyzik, an associate professor at UCL School of Pharmacy, expressed concern that the aggressive promotion of weight-loss services centered around prescription medications is becoming a public health issue. She emphasized that while these promotions may not directly advertise the drugs, they are designed to attract consumers by highlighting discounts on services that include the drugs. The distinction between promoting health services and prescription drugs is often unclear to consumers, making current regulations ineffective.
Dr. Piotr Ozieranski from the University of Bath likened the situation to the early 2000s in the US, where drug marketing was unregulated and chaotic. Experts argue that the MHRA needs to take a more proactive approach, clamping down on grey areas in advertising and imposing stricter penalties for rule violations. The current system, which relies on reputational damage and issuing warnings, has been ineffective in curbing illegal promotions.
In response to concerns, Novo Nordisk, the manufacturer of Wegovy and Mounjaro, stated that it does not condone the promotion of prescription-only medicines to the public in the UK and works with regulators to address any violations. Despite these efforts, experts warn that the growing trend of illegal promotions and loophole exploitation remains a serious problem in the marketing of weight-loss drugs.
