ASA releases new MTM research on UK public perceptions of weight loss ads
ASA releases new MTM research on UK public perceptions of weight loss ads
New independent research conducted by MTM for the Advertising Standards Authority (ASA) explores how people interpret advertising relating to prescription-only weight-loss medicines.
With public interest in weight-loss injections increasing rapidly, MTM was commissioned by its longstanding client ASA to understand how audiences interpret different types of weight-loss advertising, which signals lead people to associate an advert with prescription-only medicines and how well consumers understand the rules governing their promotion.
The research found that people rarely interpret individual elements of an advert in isolation. Instead, imagery, language, claims and the overall presentation combine to shape perceptions. Even where a specific medicine is not named, these signals can lead consumers to believe that an advert is promoting a weight-loss injection.
The findings also suggest that weight-loss advertising is often perceived as encouraging a purchase rather than prompting a conversation with a healthcare professional. Participants raised concerns about the pressure this advertising can create, while awareness of the restrictions surrounding advertising for prescription-only medicines was limited.
The study provides an evidence base to help inform the ASA’s regulatory approach to this rapidly evolving area.
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