Influencers warned to align with TGA advice

An increase in the unlawful advertising on social media of prescription-only medicines, such as weight loss drugs and cosmetic injectables, has prompted the Therapeutic Goods Administration (TGA) to strengthen its stance with updated advice.
 
The revised guidance aims to ensure ‘businesses and social media account holders, including influencers’ are aware of their legal responsibilities.
 
It also comes with the warning that serious non-compliance could result in enforcement action.
 
In 2024–25, the TGA requested the removal of more than 13,700 unlawful advertisements from digital platforms.
 
While acknowledging the ‘powerful opportunities for consumer engagement’ that social media offers, the regulatory body emphasised ‘any content that promotes the use or supply of therapeutic goods is considered advertising’.
 
Catching the regulator’s attention are social media posts that cross a line into what’s considered as advertising, with social media advertisers being encouraged to review their content, both historical and newly posted, to ensure compliance.
 
‘The TGA is addressing the increase in unlawful advertising on social media, in which businesses, health services and social media influencers are promoting prescription-only medicines such as Ozempic and cosmetic injectables, including Botox,’ the TGA said.
 
‘These posts often use images, nicknames, hashtags and influencer-style endorsements to promote the goods.’
 
Chair of RACGP Specific Interests Obesity Management, GP and dietitian Dr Terri-Lynne South says patients often see her after discovering information about weight loss drugs on social media, including before and after photos, influencer content and testimonials.
 
She says the TGA has taken a positive step to rein in ‘unsavoury’ activity on social media.
 
‘There is advertising and marketing of obesity management medications in a way that isn’t helpful, and I’m glad to see that it is going to be the responsibility of not just the company that’s doing this, but also the individuals that might be involved, including celebrities, so they are aware they actually have an obligation there as well,’ Dr South told newsGP.
 
‘These posts often show patients in a way that reinforces the thin ideal, as well as giving the impression that health is equating only to a lower weight.
 
‘I thought we were starting to get into a better dialogue and conversation that obesity is a chronic health condition and can be managed in a number of ways, and weight loss is not the sole purpose of the medications. But I think that is not sexy, and that doesn’t sell.’
 
The updated guidance explains:
 

• types of social media activities that may be considered advertising
• legal responsibilities of advertisers, including influencers and account holders
• common compliance issues and how to avoid them
• how to use testimonials and endorsements compliantly.
   

obesity TGA Therapeutic Goods Administration weight loss drugs weight management