ASA and IMTB partner to educate influencer marketers and influencers on the rules about ads for weight-loss prescription-only drugs
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Today the Advertising Standards Authority (ASA) issued a warning to businesses and individuals who are targeting members of the public with ads for weight-loss prescription-only medicines - instructing them to remove their ads from online and social media.
The campaign fronted by Nicky Morgan, the ASA’s newly-appointed chair, reminds advertisers that weight-loss drugs that are prescription-only medicines (POMs) should only be prescribed by a qualified medical professional.
The law and the CAP codes prohibit POMs being advertised directly or indirectly to the public.
From paid-for online ads to social media and via influencers, various prescription- only medicines including for Ozempic, Wegovy (semaglutide), Saxenda (liraglutide) and products such as ‘skinny jabs’ and ‘flab jabs’, are being advertised against the rules.
Today the ASA and IMTB announced a partnership to communicate to influencer marketers and influencers about how and when the rules apply to them and where they can get help.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.
Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.
Member organisations sign up to a code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code.
CAP is the sister organisation of the Advertising Standards Authority ("ASA") - the UK’s independent advertising regulator that administers the CAP Code to keep ads legal, decent, honest and truthful.
IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code, first launched in September 2021 and updated in May 2022, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.