Advertising for weight-loss treatments has increased rapidly alongside growing public interest in prescription-only weight-loss medicines, including injections. But how people interpret these ads – and whether they understand them to be promoting prescription-only medicines – is not always straightforward.
To explore this, we commissioned independent research from MTM. The study examines how people interpret a range of weight-loss ads, what signals they pick up on, and whether they believe the ads are promoting prescription-only medicines. It also looks at public awareness and understanding of weight-loss injections and the rules restricting their advertising.
The research shows that people often infer meaning from a combination of signals, including imagery, language, claims and overall presentation. Even where medicines are not explicitly named, these signals can lead people to believe an ad is promoting a weight-loss injection.
It also highlights how ads are more likely to be seen as encouraging a purchase than prompting a conversation with a healthcare professional. Alongside this, many people express concern about the potential pressure created by weight-loss advertising and show limited awareness of the rules restricting the promotion of prescription-only medicines.
This full report sets out the methodology, detailed findings and analysis underpinning the research. It provides the evidence base informing our regulatory approach in this area.
Looking for the key findings?
Read our summary report for the headline insights and what they mean in practice.
How people interpret ads relating to prescription-only weight-loss medicines – summary