In a significant move concerning advertising standards, the Advertising Standards Authority (ASA) has banned an Instagram advertisement by British television personality Gemma Collins. The contentious post promoted a weight-loss drug and app, specifically featuring the Yazen brand. The ASA’s ruling is part of a broader crack down on the advertising of such prescription-only weight-loss medications to the public, underlining the authority’s commitment to protecting consumers and preventing misleading claims in health and wellness marketing.
Gemma Collins, recognized for her role on reality TV, shared a post stating, “I’m starting this year two sizes down, thanks to Yazen’s weight loss app and medication.” This promotion was not only misleading but also illegal, as it contravened regulations on advertising prescription-only medications. In total, this specific advertisement formed part of a larger group of nine banned adverts that violated ASA guidelines. Collins responded to the ASA’s investigation by admitting her posts had indeed promoted Yazen’s services and stated her intent to adhere to future guidelines.
Yazen, which Collins endorsed, is a healthcare brand hailing from Sweden that offers a doctor-supervised weight-loss program. This program couples prescription medications with lifestyle coaching to facilitate weight management. The advertisement in question, posted on January 6, raised alarms due to its implications. Collins declared in the video, “I’m not telling anyone to go on this medication, but it is prescribed on the NHS,” which the ASA interpreted as a promotional message that could pressure consumers into seeking out weight-loss prescriptions.
The ASA referred to advice from the Medicines and Healthcare products Regulatory Agency. They expressed concerns that the content would likely prompt consumers to pursue prescription medication without the necessary medical context or supervision. As a result, it was concluded that Collins’ advertisement implicitly encouraged the public to pursue these medications, which constituted a breach of the ASA’s rules.
The ASA’s ruling also included a list of other problematic advertisements that fell into the same category of promoting prescription-only weight-loss drugs. For example, among the banned adverts was a paid ad from CheqUp Health stating, “Take the first step to sustainable weight loss with CheqUp,” and a Meta ad for HealthExpress.co.uk that showcased a partially visible injection pen causing concern for its potential misleading implications. Other advertisements targeted included mentions of the Juniper UK weight-loss injection and promotional messages for Phlo Clinic, which highlighted weight-loss treatments and injections in a manner deemed inappropriate.
The ASA firmly stated that none of these advertisements could continue to run in their current forms. The authority’s actions highlight a growing focus on accountability within the health and wellness sector, particularly regarding potential consumer exploitation through misleading marketing practices.
The ban on these advertisements and specific endorsements, including those from influential public figures like Collins, signifies a shift towards stricter enforcement of advertising standards, especially in areas impacting public health. As consumers increasingly seek convenience in health solutions, regulators aim to ensure that safety and efficacy are prioritized over rapid weight-loss promises. The ASA’s decision serves as both a warning and a guideline for advertisers to ensure their messaging is compliant with the law and ethically sound.
In light of these developments, there will be an ongoing conversation about the balance between celebrity endorsements, consumer trust, and regulatory oversight, with the ultimate goal of fostering a marketplace where health decisions are based on reliable information rather than persuasive advertising.
