Do not promote weight management medicines to the public: Regulators warn pharmacies

Pharmacy owners and superintendent pharmacists are being warned that advertising prescription-only medicines (POMs) for weight management to the public is prohibited — and those who breach this regulation will face enforcement action.

The General Pharmaceutical Council (GPhC), the Advertising Standards Authority (ASA) and the Medicines and Healthcare products Regulatory Agency (MHRA) have issued a joint Enforcement Notice, reminding advertisers of the general prohibition on the advertising of POMs.

The regulators raised concerns about the advertising of the following POMs:

• Saxenda (liraglutide)
• Ozempic (semaglutide)*
• Wegovy (semaglutide)
• Rybelsus (semaglutide)
• Mounjaro (tirzepatide)
• Mysimba (naltrexone / bupropion)*
• Victoza (liraglutide)*

Ozempic, Rybelsus and Victoza products are licensed in the UK for the treatment of type 2 diabetes. But the Committee of Advertising Practice (CAP) has observed the advertising of these medicines in the context of weight management for prescription outside the licensed indications.

The notice applies to ads for these medicines on platforms, including social media (such as Facebook, Instagram and TikTok), as well as influencer marketing, which involves brands working with individuals who recommend products to their followers, and sponsored adverts that appear on search engines such as Google.

“It is vital that people receive prescription-only medicines, such as those used for weight management, only after having an appropriate consultation, and when their prescriber has independently verified that the medicines are clinically appropriate for them,” said Dionne Spence, chief enforcement officer at the GPhC.

Spence also cautioned against using special price offers for prescription-only medicines as “they are likely to promote the specific POM.”

“GPhC inspectors will continue to inspect pharmacies to ensure our standards are being met and will be looking for evidence that our Guidance for registered pharmacies providing pharmacy services at a distance, including on the internet is being followed,” she said.

“We will be working closely with our regulatory partners to ensure that prompt and proportionate action is taken where necessary to protect the public.”

GPhC guidance states that pharmacy owners and the superintendent pharmacist, if there is one, must follow the law and guidance on the advertising and promotion of medicines.

Failing to comply with these standards could result in the GPhC taking enforcement action.

This could be against the pharmacy, the pharmacy owner, the Superintendent Pharmacist, or all three. They could also investigate the fitness to practise of all the pharmacy professionals involved.

The ASA’s AI-based Advice Ad Monitoring system is being deployed to actively scan for ads that breach this Enforcement Notice.