A concerning number of young people in England are being exposed to advertising for prescription weight-loss drugs online, despite a ban on such promotions. A fresh report from the Children’s Commissioner revealed that two-fifths (41%, representing 820 out of 2,000 surveyed) of children aged 13-17 have seen advertisements for medications like Ozempic, Mounjaro and Wegovy. This exposure is raising concerns among health professionals and regulators about the potential impact on young people’s body image and mental health, as well as the risks associated with accessing these powerful drugs without medical supervision.
The findings, published on February 10, 2026, highlight a gap between advertising regulations and the reality of what children are encountering online. While direct advertising of prescription weight-loss drugs is prohibited in England, the report details how young people are encountering these medications through social media discussions, influencer content, and, alarmingly, through illegitimate advertisements promising rapid weight loss. The issue of appearance-changing products advertised to children is becoming increasingly prevalent, prompting calls for tighter regulation of online platforms.
Girls More Likely to See Weight-Loss Ads
The Children’s Commissioner’s survey revealed a gender disparity in exposure to these advertisements. Girls (45%, or 900 of those surveyed) were significantly more likely than boys (37%, or 740) to report seeing ads for weight-loss injections. This finding underscores the societal pressures faced by young women regarding body image and the potential for these advertisements to exacerbate those concerns. The report also found that almost one in ten children (8%, or 160) admitted to having purchased or tried over-the-counter pills marketed for weight loss, indicating a willingness to experiment with potentially harmful substances.
The Rise of Online Pharmacies and AI-Generated Scams
The report points to shortcomings in the regulation of online pharmacies, with previous reporting demonstrating difficulties in verifying age and Body Mass Index (BMI) before dispensing these medications. A Channel 4 Dispatches investigation highlighted these issues, raising questions about the ease with which young people could potentially access prescription drugs online. Adding to the complexity, the Children’s Commissioner’s report notes the emergence of scams utilizing artificial intelligence (AI). Advertisements for weight-loss drugs, falsely attributed to legitimate pharmacies like Boots, have been circulating on TikTok, created using AI technology, according to the report and reporting from the BBC.
Previous Investigations and Ongoing Concerns
Concerns about the promotion of weight-loss drugs to teenagers are not new. The Pharmaceutical Journal conducted an investigation in 2022, finding that nearly one-third (31%) of the top 100 TikTok videos under the hashtag ‘#dietpills’ actively promoted diet pills to a simulated 16-year-vintage female user. A follow-up investigation in November 2025 revealed that 15% of the top videos were still promoting weight-loss products, including Ozempic, Mounjaro, and even retatrutide – a weight-loss injection still under development by Eli Lilly. This demonstrates a persistent problem despite earlier efforts to address it.
Guidance for Pharmacies
In response to these concerns, the General Pharmaceutical Council (GPhC) published updated guidance in January 2026 regarding the supply of weight-loss medication. The updated inspection framework now requires pharmacies to independently verify a patient’s weight, height, and/or BMI before dispensing these drugs, aiming to ensure appropriate medical oversight.
The increasing availability of weight-loss drugs on the National Health Service (NHS) since mid-2025, alongside private options, has likely contributed to the increased awareness and discussion surrounding these medications. But, the report emphasizes that young people are often unaware of the strict criteria for accessing these drugs and may perceive them as readily available, as illustrated by comments made during focus groups.
The Children’s Commissioner’s report underscores the need for a multi-faceted approach to protect young people from the harmful effects of online advertising for appearance-changing products. This includes stronger regulation of social media platforms, improved age verification processes for online pharmacies, and increased awareness among young people about the risks associated with these medications. The report also highlights the evolving threat posed by AI-generated scams and the need for ongoing vigilance in addressing this issue.
The GPhC’s updated guidance represents a step in the right direction, but further action is needed to ensure that young people are not unduly influenced by misleading or harmful advertising. The next step will be to assess the effectiveness of these new regulations through GPhC inspections and ongoing monitoring of online activity.
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