The news: Spain is investigating Novo Nordisk over a controversial obesity awareness ad campaign tied to its weight loss drugs.

The Spanish Ministry of Health is concerned that Novo is creating awareness about obesity so it can sell a drug to treat it, per El País. The complaint says the campaign website may be covert advertising for Novo’s Wegovy, which is approved in the EU to treat obesity, and Ozempic, which is approved to treat type 2 diabetes. 

What led to this: Novo wanted to establish obesity as a disease with its “Obesity Without Filters” awareness campaign in June but instead created backlash from consumers and medical groups. 

• One video called out by critics featured a young woman with obesity on a fake game show. The host argues about the negative effects of the condition and eventually presses her to admit obesity is a disease. 
• Bus shelter posters claimed obesity is a disease that can kill.

Zooming out: Novo ended the campaign, but the Spanish scrutiny is the third time in two years that European regulators have investigated its weight loss drug advertising.

• Last month, Ireland’s Health Products Regulatory Authority claimed Novo broke rules around marketing to healthcare workers, per the Irish Times. 
• In March, Novo regained its membership to the Association of British Pharmaceutical Industry (ABPI) after a two-year suspension over regulatory breaches in marketing to healthcare providers.

Why it matters: Novo may face sanctions or a fine in the Spanish case, but the bigger concern is its reputation. While the US is the largest market for its weight loss drugs, sales in Europe and Canada are growing—up 13% in Q1, per Novo. The rule-breaking ad cases may sway European governments and providers away from Novo brands via perceptions of impropriety.

Our take: GLP-1 weight loss drugs are in demand, but drugmakers can’t afford any trust gaps with health systems and physicians in the competitive race for customers. Novo should proactively explain its marketing intent to EU regulators and healthcare professionals and acknowledge company missteps.  

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