Gemma Collins has returned to Instagram with a lengthy post following the Advertising Standards Authority's decision to ban nine weight-loss drug adverts in a major crackdown on illegal promotion of prescription-only medications to the public.
The banned adverts include an Instagram post by the TV personality in which she promoted Swedish digital healthcare brand Yazen.
Collins posted on January 6: "I'm starting this year two sizes down, thanks to Yazen's weight loss app and medication". The ASA ruled that all nine adverts breached advertising codes and cannot appear again in their current form.
It is illegal to advertise prescription-only weight-loss drugs to the public, including on social media platforms.
Gemma Collins regularly shows off her figure and weight loss results on social media
In the now-banned video advert, Collins stated: "I'm not telling anyone to go on this medication, but it is prescribed on the NHS."
She also said Yazen had "absolutely changed my life" and that she had "finally found something that actually I lose weight on."
The ASA sought advice from the Medicines and Healthcare products Regulatory Agency, which expressed concern that consumers were likely to be led to request prescription weight-loss medication.
Although the advert didn't name a specific weight-loss medication, the ASA said it made references that breached its code.
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Gemma Collins has vowed to follow guidance from now on
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Collins told the ASA's investigation she accepted her posts had promoted the Yazen weight-loss service and app and she would follow guidance in the future.
On Wednesday, she returned to Instagram but decided against acknowledging the ASA's ruling. Instead, she shared a close-up selfie and penned in the accompanying caption: "In my SPIRITUAL GLOW and FLOW thank you @emmaelizabeth_makeup Thankyou to my peoples you know who you are my witches.
"Can I just say HOW HAPPY I AM @djagonline AND THE GARAGE VIBES RIGHT NOW IS JUST SUCH A FLOW! A VIBE. Been saying for years GARAGE needs to come back.
"Does anyone know where it is, as want to head down there #garagegirl, my dream is to get on the MIC.
"Ps .. Hair is my own, loving my natural look right now, nice to be Gemma for a bit. Colour's not perfect, I dyed it myself lol defo need some good hair treatments, anyone know any good conditioner recommendations welcome." (sic)
Similarly, her fans and followers avoided mention of the saga in the comments, with many complimenting the former Dancing on Ice star about her appearance instead.
Gemma Collins returned to Instagram after the saga on Wednesday
Elsewhere, the eight other banned adverts included paid-for Meta ads from CheqUp Health stating "Take the first step to sustainable weight loss with CheqUp" and HealthExpress.co.uk featuring a partially visible injection pen.
Google search ads were banned from Juniper UK advertising "GLP-1 Weekly Weight Loss Injection" with an injection pen image, and Phlo Clinic offering "Get 35 percent off Weight Loss Order Weight Loss Treatments Online".
Other prohibited adverts included SemaPen's Google ad claiming "SemaPen Makes Weight Loss Easier", Cloud Pharmacy's Meta ad showing text messages discussing weight-loss medications, and pharmacyonline.co.uk's Google ad featuring "Obesity Treatment Jab" text with an image of a vial.
The ASA has published a joint Enforcement Notice with the Medicines and Healthcare Products Regulatory Agency and General Pharmaceutical Council, making clear that ads for named weight-loss prescription-only medications are prohibited, including online, on social media and by influencers.
Gemma Collins (left) shot to fame as part of the cast of The Only Way is Essex
PA
While pharmacies can continue to mention weight-loss injections on their websites, they cannot mention or feature named weight-loss drugs such as Wegovy, Mounjaro, Ozempic and Saxenda. Pharmacies are also banned from using claims such as "obesity treatment jab" and "weight loss pen".
The ASA said the rulings will set a clear precedent for advertisers. In April, the watchdog said a search in January found around 1,800 unique paid-for weight-loss ads which were identified as potentially advertising prescription-only medicine.
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