This Enforcement Notice provides guidance to advertisers using their social media presence to advertise weight-loss treatments that are prescription-only medicines (POMs) to the public. These medicines include Liraglutide and Semaglutide, which are marketed in the form of self-administered injectable “pen” devices (brand names include Saxenda, Victoza and Ozempic) and in orally administered versions (brand names include Rybelsus). The medicines are also presented as “skinny pens”, “skinny jabs”, “skinny tabs” and “skinny pills”, referring to their method of administration.
Advertisers may neither directly promote a POM to consumers, nor indirectly promote a POM by implying one that may be offered. This Notice also includes advice for the advertising of non-POM weight-loss products and services.