The Advertising Standards Authority (ASA) has banned several social media posts on Instagram, TikTok, and Facebook that promoted weight-loss injections through affiliate schemes. These posts, shared by members of the public, featured discount codes and referral links for prescription medicines like Mounjaro, advertised via online pharmacies such as Voy, Zava, MedExpress, and the prescribing service UK Meds Direct.
Because weight-loss injections are prescription-only medicines, they are not allowed to be advertised directly to the public. Affiliate and referral programs incentivize individuals to spread promotional links or codes, often rewarding them if others make purchases. However, ASA warns that such personal posts are still considered advertising and must comply with strict advertising regulations.
The banned posts typically named the medicines, used related hashtags, displayed images of injection pens, and invited followers to begin their own weight-loss journeys—all while offering discounts or other incentives. The ASA ruled that these activities amounted to advertising prescription-only medicines via public posts.
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Although companies did not instruct individuals to post promotions directly, they exert control over their affiliate schemes and bear responsibility for ensuring all advertising follows legal guidelines. The ASA emphasized that weight-loss prescription drugs are potent medicines requiring supervision from qualified healthcare professionals. Reckless promotion poses significant health risks, making enforcement a priority.
Catherine Drewett, ASA investigations manager, stated, “Affiliate marketing is not a loophole. Promoting prescription medicines on social media, whether by brands, influencers, or customers, is illegal and against ASA rules. We will continue to act swiftly to protect the public from harmful advertising.”
Julian Beach, interim executive director at the Medicines and Healthcare products Regulatory Agency (MHRA), welcomed the rulings, highlighting that these medicines carry real risks and should only be prescribed after proper medical assessments. He noted that social media and affiliate schemes bypass important safeguards designed to protect patients.
Dionne Spence, chief enforcement officer at the General Pharmaceutical Council (GPhC), added that online providers must ensure advertising compliance when working with affiliates or influencers. The GPhC supports ASA’s actions and is following up with pharmacies registered under its authority to maintain strict oversight.