Pharmaceutical companies Novo Nordisk and Eli Lilly have launched advertising campaigns focused on obesity, aiming to raise awareness of the condition as a chronic disease. The ads, which feature unappealing smoothies and language such as "embarrassed" and "guilt," do not mention specific products. Instead, they encourage viewers to consult their doctors about weight management options.

These campaigns are linked to the companies' weight-loss injectable drugs, Wegovy and Mounjaro, which have significantly impacted the weight-loss market. However, experts have raised concerns that the advertisements may skirt legal boundaries to boost profits. Barbara Mintzes, a pharmaceutical policy researcher at the University of Sydney, stated that while the ads likely comply with the letter of the law, they push the limits of the Therapeutic Goods Administration (TGA) regulations.

"This is clearly an advertisement that is aimed at the public and aims to increase sales of their weight-loss drug," Mintzes said. "They function to bring people into a doctor to ask about obesity treatments — that seems very clear by the way the ads are set up."

The advertisements from both companies follow a similar format. They depict an overweight individual in workout attire and conclude with catchy taglines: Novo Nordisk's is "Tried Everything?" while Eli Lilly's reads, "What's Weighing You Down?" Both campaigns direct viewers to consult their doctors and visit a website for more information. However, neither advertisement nor the linked websites mention the companies' weight-loss drugs. The closest reference comes from Novo Nordisk, which uses the term "medically supported weight loss" on its site.

Novo Nordisk produces semaglutide, marketed as Ozempic and Wegovy, while Eli Lilly manufactures Tirzepatide, sold as Mounjaro. Both drugs received TGA approval last year but are not listed on the Pharmaceutical Benefits Scheme (PBS), resulting in monthly costs of several hundred dollars for consumers. The timing of these campaigns coincides with both companies seeking to have their products listed on the PBS.

Mintzes explained that by focusing on the condition rather than specific products, the companies can avoid falling under the TGA's advertising restrictions. "When companies take out an ad but just talk about a condition … those ads are interpreted as not being product-specific advertising, and therefore not falling within the remit of the TGA," she said. "It skirts the edges of the law."

Both Novo Nordisk and Eli Lilly have characterized their campaigns as disease-awareness initiatives. A spokesperson for Novo Nordisk stated, "The campaign does not mention any products to ensure full compliance with TGA regulations. The campaign has been reviewed and approved by our legal, medical and regulatory teams."

The Therapeutic Goods Act 1989 prohibits advertising prescription-only medications to consumers. Recently, several weight-loss companies have faced fines for violating these regulations. Last year, the TGA reminded companies that advertising prescription-only weight-loss medications is not allowed and imposed $1 million in fines on 19 entities for alleged unlawful advertising. In September 2025, the TGA continued to enforce these regulations, underscoring the scrutiny surrounding weight-loss drug advertising.