Telehealth companies are promoting GLP-1 medications such as Ozempic and Wegovy for cosmetic weight loss in non-obese patients, despite FDA limitations on their approved use, according to a Nov. 24 report from Bloomberg.
About 93% of GLP-1 ads from telehealth companies focused on thinness and downplayed risks, according to research from Boulder-based University of Colorado cited in the report. Off-label prescribing has increased significantly: Ozempic use among patients without obesity or diabetes rose from 3% in 2018 to 30% in 2023; Wegovy reached 38%.
Companies including EllieMD, Willow Health Services and Midi Health have marketed microdosing programs online and via social media, often through influencers. In addition, the CEOs Noom, Ro and Hims & Hers Health have acknowledged using GLP-1s for cosmetic reasons, the report said.
In September, the FDA issued around 100 cease-and-desist letters but did not directly address marketing to patients with low BMIs. Manufacturers Eli Lilly and Novo Nordisk have filed lawsuits over off-label promotion of their medications.
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