Key Summary
- ASA has banned social media ads using affiliate or referral links to promote prescription weight-loss medicines.
- Both brands and individuals are accountable, even on personal social media accounts.
- The move is backed by the Medicines and Healthcare products Regulatory Agency and General Pharmaceutical Council to prevent unsafe and illegal medicine advertising.
The Advertising Standards Authority (ASA) has banned certain social media advertisements that promote weight-loss prescription-only medicines (POMs) through affiliate or referral links of various online pharmacies.
Affiliate or referral schemes allow people to share offers and discounts for these medicines in the name of promotion and benefit from it if someone uses them.
However, it can make people unknowingly promote products like medicines without being aware that they are violating advertisement rules.
The banned ads promoted weight-loss injections such as Mounjaro for online pharmacies such as Voy, Zava, MedExpress and online prescribing service UK Meds Direct using discount codes and referral links.
The new ruling holds both brands and individuals accountable for what they promote on the basis of the advertising rules, even if the promotion happens in their personal social media accounts.
ASA is keeping a close watch on advertisements with the support of its partners at the Medicines and Healthcare products Regulatory Agency (MHRA) and the General Pharmaceutical Council (GPhC).
“We will continue to work closely with the ASA and General Pharmaceutical Council (GPhC) to take action against those who break the rules and put people's health at risk,” interim executive director of Health Quality and Access at MHRA, Julian Beach commented.
The aim is to responsibly promote powerful medicines like weight-loss POMs that must be consumed only under expert suggestions.
ASA investigations manager Catherine Drewett said, “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.”
