The Advertising Standards Authority (ASA) has banned a series of social media advertisements promoting prescription-only weight-loss medicines (POMs) through affiliate and referral links.
The organisation notes that these rulings mark the ASA’s first formal action against posts of this type. The decisions relate to content on Instagram, TikTok and Facebook promoting weight-loss injections, including tirzepatide, with discount codes and referral links for online pharmacies such as Voy, Zava, MedExpress and the prescribing service UK Meds Direct.
According to the ASA, affiliate schemes reward individuals who share links or codes, meaning members of the public may inadvertently promote POMs without realising strict advertising rules apply.
The ASA explains the banned posts promoted POMs by naming them, displaying images of injection pens, using related hashtags and encouraging followers to start their weight-loss “journey,” often with incentives. The regulator further shares that both the companies and individuals involved were held responsible for compliance, as the companies controlled the affiliate schemes.
These rulings form part of the ASA’s ongoing, tech-assisted effort to tackle illegal promotion of weight-loss medicines, in coordination with the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC).
Catherine Drewett, investigations manager at the ASA, commented, “Today’s rulings send a clear message that affiliate marketing is not a loophole and that promoting prescription medicines through social media, whether as a brand, influencer or customer, is against the law and our rules. We’ll continue take swift action in this area to make sure the rules are followed and that people are protected from harmful and irresponsible ads.”
Julian Beach Interim, executive director of healthcare quality and access at the MHRA, said, “We welcome today’s rulings from the ASA. POMs carry real risks and must only be prescribed following a proper clinical assessment. The promotion of these medicines through affiliate schemes and social media circumvents important safeguards that exist to protect patients. We will continue to work closely with the ASA and GPhC to take action against those who break the rules and put people’s health at risk.”