Regulatory Body Approves Novo Nordisk’s Obesity Campaign in Ireland

The Health Products Regulatory Authority (HPRA) in Ireland has confirmed the legality of advertising campaigns by Novo Nordisk, the pharmaceutical company behind the well-known weight-loss medications Ozempic and Wegovy. The campaign, which appeared on various media platforms including bus stops and billboards, has sparked discussions about the boundaries of prescription drug advertising.

Novo Nordisk launched the campaign earlier this year to raise awareness about obesity without directly mentioning its products. According to the HPRA, the advertisements complied with Irish law, which prohibits the promotion of prescription drugs. The law includes an exemption for “disease awareness campaigns,” provided there are no direct or indirect references to specific medicinal products. The HPRA determined that Novo Nordisk’s ads met these criteria.

The campaign featured the tagline, “It’s about my health, not just my weight,” and directed viewers to a dedicated website, TruthAboutWeight.ie, which offers information on obesity. The site included a body mass index (BMI) calculator to help users assess their weight relative to their height. According to the site, a BMI of 18.5-24.9 is deemed healthy, while a BMI of 25-29.9 is classified as overweight, and anything above 30 is considered obese.

According to government surveys, approximately one in five people aged 15 and over in Ireland live with obesity, highlighting the significance of public health campaigns. Thousands of individuals in the country have been prescribed Ozempic as a treatment for obesity. The website suggested various treatment options, which could include low-calorie diets, bariatric surgery, or weight-loss medications, but notably did not mention any specific drugs.

In addition to the HPRA’s approval, the Advertising Standards Authority (ASA) investigated the campaign following public complaints. The ASA has since closed its inquiry into Novo Nordisk’s advertising, but did not disclose the reasons for its decision. The resolution was described as “informal,” indicating that an agreement was reached between the ASA and the parties involved.

Novo Nordisk has previously defended its advertising strategy, asserting that it made no direct references to its medications or brand names. The company has not yet responded to requests for further comment on the campaign’s reception and implications.

As public health discussions continue, the balance between raising awareness about obesity and the strict regulations governing pharmaceutical advertising remains a critical issue in Ireland and globally.