Weight loss and GLP-1 ads are allowed with rules on Meta and restricted on Google. Ads promoting or marketing dietary, health, or weight loss or weight gain products and services must be targeted to people at least 18 years or older. The phrases most likely to cause trouble include "lose 10kg in 2 weeks", "eat whatever you want and still lose weight", "without diet or exercise".
Allowed for 18+ with content restrictions. Prescription GLP 1s fall under the Rx policy.
Sources: transparency.meta.com · conductatlas.com · transparency.meta.com
Restricted. Rx GLP 1s follow the healthcare policy. Weight loss claims follow Unreliable claims and Misrepresentation.
Sources: support.google.com · support.google.com · support.google.com · support.google.com
19 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| lose 10kg in 2 weeks / lose X lbs in X days | Precise amount in a stated period | CAP13 13.9 · Google: Unreliable claims · EU nutrition and health claims rules · Art. 12(b) (for foods) asa.org.uk · support.google.com | High |
| eat whatever you want and still lose weight | Google's own example of a banned claim. Also FTC Gut Check claim #2. | Google: Unreliable claims · FTC Gut Check guide on weight-loss claims · CAP13 13.8 support.google.com · ftc.gov | High |
| without diet or exercise | FTC Gut Check claim #1 says these claims are false | FTC Gut Check guide on weight-loss claims ftc.gov | High |
| permanent weight loss | Gut Check claim #3 | FTC Gut Check guide on weight-loss claims ftc.gov | High |
| blocks fat / blocks carbs / fat blocker | Gut Check claim #4 | FTC Gut Check guide on weight-loss claims ftc.gov | High |
| works for everyone | Gut Check claim #6 | FTC Gut Check guide on weight-loss claims ftc.gov | High |
| slimming patch / slimming cream / wear it and lose weight | Gut Check claim #7. Meta bans wearables-only claims. | FTC Gut Check guide on weight-loss claims · Meta: Health and wellness ftc.gov · transparency.meta.com | High |
| lose fat from your belly/thighs (spot reduction) | Fat loss from specific body parts | CAP13 13.9 asa.org.uk | High |
| more than 2 lbs (~1 kg) a week (for overweight) | Unlikely to be compatible with good medical practice | CAP13 13.10 asa.org.uk | High |
| weight loss injection / weight-loss jab / skinny jab / flab jab / weight loss pen / GLP-1 (UK) | Indirect promotion of a prescription-only medicine | ASA 2025 rulings and enforcement notice | High |
| Ozempic / Wegovy / Mounjaro / Zepbound | Rx brand names. Banned outside eligible markets. Sameness claims for compounded versions are misleading. | Google: Prescription drug terms (2025) · Meta: Drugs and pharmaceuticals · FDA 2025 support.google.com · transparency.meta.com | High |
| generic Mounjaro / same active ingredient as Ozempic | The FDA flagged these exact phrases | hklaw.com | High |
| clinically proven ingredients | Flagged by the FDA for compounded GLP-1s. The FTC requires RCT-level proof. | FDA 2025 · FTC notice on health claims (2023) ftc.gov | High |
| tired of being overweight? / hate your belly? | Statement of inferiority or a personal attribute | Meta: Health and wellness · Meta: Personal attributes transparency.meta.com · transparency.meta.com | High |
| hCG drops / hCG diet | Google bans hCG for weight loss. The FTC acted against HCG Diet Direct in 2014. | Google: Healthcare and medicines · FTC 2014 support.google.com | High |
| ephedra | Unapproved substance | Google: Healthcare and medicines support.google.com | High |
| as effective as prescription drugs (for supplements) | Banned implication | Google: Healthcare and medicines support.google.com | High |
| obesity cure / treat obesity (supplements, India) | Obesity is a Schedule condition | India Drugs and Magic Remedies Act indiacode.nic.in | High |
| results guaranteed | Absolute or guarantee claim | CAP12 12.9 · Dubai Health Authority ad rules asa.org.uk · gulfnews.com | High |
Before and after examples. Swap the bracketed parts for your real details.
Lose 10kg in 2 weeks!
A structured plan built around balanced eating and activity. Results vary.
Tired of your belly fat?
Support your health goals with a plan that fits your routine.
Eat anything and still lose weight
Our meal plans make healthier choices easier.
Weight loss jab: Mounjaro £99 (UK)
Book a consultation with our pharmacist about your weight-management options.
Generic Ozempic, same ingredient
Talk to a licensed clinician about whether prescription treatment is right for you. (US, certified only)
Fat burner melts fat fast
Formulated to complement a calorie-controlled diet and regular exercise.
FTC weight-loss crackdown: Sensa ($26.5M), L'Occitane, HCG Diet Direct, LeanSpa.
Instagram and Facebook restrict branded weight-loss and cosmetic-procedure content for under-18s and remove "miraculous" diet claims. This covered posts and branded content.
ASA warns businesses and individuals advertising weight-loss POMs to the public.
FDA declares the tirzepatide and semaglutide shortages resolved. Compounding wind-down deadlines run Feb to May 2025.
ASA publishes 9 rulings against weight-loss POM ads ("weight loss injection", "pen", "GLP-1").
FDA/HHS send thousands of letters and about 100 cease-and-desist letters. Telehealth claims for compounded GLP-1s are targeted.
ASA, MHRA and GPhC issue an updated enforcement notice on weight-loss POM ads.
FDA sends 30 warning letters to telehealth firms over sameness claims and undisclosed compounders.
Meta folds Weight Loss and Cosmetic into "Health and Wellbeing" and removes the explicit negative self-perception sentence.
The ad"Obesity treatment jab", "Weight loss pen", GLP-1 references, injection-pen imagery
Outcome9 complaints upheld. Indirect promotion of POMs is banned even without a brand name.
LessonPromote the consultation, not the drug or its delivery method.
The adHidden GLP-1 costs, unsubstantiated weight-loss claims, fake reviews
OutcomeConsent order and $150K
LessonTelehealth GLP-1 ads need clear all-in pricing, real reviews and substantiation.
The adCompounded semaglutide/tirzepatide marketed as equivalent to Wegovy or Ozempic
OutcomeWarning letters citing FD&C Act 502(a) and 502(bb). 15 working days to respond.
LessonNever claim FDA approval or sameness for compounded drugs.
The ad"sprinkle, eat, and lose weight", cream to "trim 1.3 inches in just 4 weeks", "Lose 7 pounds in 7 days"
Outcome$26.5M refunds from Sensa, $450K from L'Occitane, a $3.2M suspended judgment, and $7.3M in surrendered assets
LessonSpecific timeframes and effortless or topical claims need RCT proof.
FTC Gut Check lists 7 false weight-loss claims. The FDA treats compounded GLP-1 sameness claims as misleading. Sources: FTC_GUTCHECK, FDA letters.
CAP 13 applies: rigorous trials, no under-18 appeal, no precise loss in a period, at most ~2 lbs a week for overweight people. Weight-loss POMs cannot be advertised.
Health claims on foods "which make reference to the rate or amount of weight loss" are not allowed (NHCR Art 12(b)). Source: EU_NHCR_A12.
Rx GLP-1s cannot be advertised to the public (Federal Law 8/2019 Art 39). Health-product ads, including those by influencers, need MOHAP approval. Sources: UAE_CMS, UAE_BIRD.
"Obsesity" (sic) is Schedule item 38 in the DMR Act. Ads for treating it are prohibited. Source: IN_DMR.
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This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.