The European Medicines Agency (EMA) is partnering with content creators to help raise awareness for GLP-1 medicines that are used to treat type-2 diabetes.
The campaign, known as #HealthNotHype, started on 21 October 2025 and will last for approximately one month. This is the EMA’s first social media campaign working with content creators, which marks a compelling shift toward using other digital streams as a way of reaching patients.
Some of the selected creators are jennipuolivali and medicinexcare, both of whom have thousands of followers across Instagram and other social media channels. These creators will be posting and interacting with followers through polls and quizzes with the aim of promoting the safe and responsible use of GLP-1 medicines.
There are several licensed GLP-1 medicines in the UK such as semaglutide, also known as Wegovy, Ozempic and Rybelsus, tirzepatide or Mounjaro and liraglutide. Although there can be various side effects when using these medicines, they are approved by the MHRA as safe and effective for users.
GLP-1 medicines should only be used to treat specific medical issues such as type-2 diabetes and should not be used if the patient’s intent is to lose weight for aesthetic reasons. There has been evidence that GLP-1 medicines have been purchased from counterfeit sources by people wishing to use the medicines for cosmetic weight loss reasons, which is a pressing regulatory concern. This concern is one reason for the EMA’s campaign as a way to reiterate that these medicines are ‘not magic solutions for weight loss,’ as stated by the EMA’s Executive Director, Emer Cook in a recent report.
Further useful information about GLP-1 medicines is available on the UK’s government website.
