The UK’s Advertising Standards Authority has banned nine digital adverts that promoted prescription-only weight-loss injections to the public, ruling they breached national advertising codes. The decision covers a January Instagram video by television personality Gemma Collins, which endorsed Swedish digital healthcare provider Yazen’s weight-loss programme combining an app with medication. The ASA said the post, along with eight paid-for online ads from clinics and pharmacies, amounted to unlawful promotion of prescription medicines. Under UK law, named prescription-only drugs—such as Wegovy, Mounjaro, Ozempic and Saxenda—cannot be advertised directly to consumers. Collins and Yazen agreed to amend the content, while the other advertisers, including CheqUp, Cloud Pharmacy and Phlo Clinic, have withdrawn the offending material. The watchdog stressed that its latest rulings make it “crystal clear” that marketing injectable weight-loss drugs to the public is prohibited and warned the sector that future breaches could lead to stronger enforcement. The crackdown follows an April joint enforcement notice issued by the ASA, the Medicines and Healthcare products Regulatory Agency and the General Pharmaceutical Council after a sweep identified about 1,800 potentially non-compliant weight-loss ads. The ASA said Wednesday’s rulings aim to curb a growing wave of influencer and search-engine promotions that risk encouraging consumers to seek prescription treatments without proper medical oversight.