Over the past year, the public conversation around obesity treatment has intensified. GLP-1 receptor agonists, such as semaglutide and tirzepatide, have transformed the therapeutic landscape. But while clinical science has advanced, media narratives have not kept pace. In fact, they may be holding us back.
An AI-supported deep search of media coverage across countries and languages reveals a troubling trend: the most accurate and clinically relevant terms are the least used. Instead, headlines are dominated by phrases like “skinny jab” and “weight loss drug”; language that oversimplifies, misleads, and ultimately undermines access to care.
What the Data Shows
Between June 2024 and June 2025, media coverage of GLP-1-based treatments surged. But the framing varied widely:
“The language used in headlines doesn’t just inform. It influences access, policy, and public trust.”
Despite being the most medically appropriate term, “obesity management drug” appeared in less than half as many headlines as “weight loss jab.” This matters, not just for public understanding, but for policy, prescribing behaviour, and equitable access.
Where the Headlines Came From
This analysis drew from a diverse range of media sources across multiple countries and languages. English-language media in the UK, US, Canada, Australia, South Africa, and Nigeria were included, as well as French, Dutch, and German outlets in Europe. Media types ranged from national news and health journalism to lifestyle platforms and social media commentary.
Obesity Is Not Defined by Body Size
Obesity is a chronic, relapsing disease of dysfunctional adipose tissue. It is not defined by appearance or weight. It is a condition rooted in complex biological processes; metabolic dysregulation, hormonal signalling, inflammation, and energy balance. Effective treatment targets these mechanisms, not just the visible outcomes.
“Obesity is not defined by size. It is a disease that can occur at any size.”
Yet media framing continues to conflate obesity with cosmetic weight loss. This conflation doesn’t just misinform, it discriminates against those visibly living with the disease at any one time, reinforcing harmful assumptions and diverting attention from the underlying biology.
When Sensationalism Shapes Demand
The media’s role in shaping public understanding of health is undeniable. But when it comes to obesity, the dominant narrative has often been driven by attention, not accuracy.
Terms like “skinny jab” or “miracle weight loss pill” may generate clicks, but they reduce complex, evidence-based treatments to aesthetic shortcuts. They frame obesity as a matter of appearance, not biology. This framing distorts demand, fuels off-label use, and contributes to shortages, as acknowledged by the European Medicines Agency (EMA) in its July 2024 multistakeholder Workshop
A Note on UK Policy Language
In June 2025, the UK government announced plans to expand the role of community pharmacies to treat more conditions without GP referral. While no final decisions have been made, early media coverage, not least headlines in The Telegraph, suggested that GLP-1 medications could be dispensed for “less serious conditions.” This framing risks reinforcing the misconception that obesity is not a serious medical condition, despite its classification as a chronic disease by the WHO and NHS.
“Calling obesity a ‘less serious condition’ undermines decades of clinical and policy progress.”
When Good Intentions Backfire
It’s possible that some of the more provocative headlines originated from a place of urgency: a desire to capture public attention and steer it toward new, effective treatments for a condition long neglected in public health discourse.
“What may have started as a way to ‘get people in the door’ has instead blurred the line between weight loss and obesity treatment, undermining both.”
The term “skinny jab” was first commercialised in the UK by a private clinic marketing liraglutide (Saxenda) for weight loss. It gained traction through celebrity endorsements and social media, and was quickly picked up by tabloids. What may have started as a way to “get people in the door” has instead blurred the line between weight loss and obesity treatment; undermining both.
Obesity and the Law: Discrimination, Not Stigma
Across Europe, legal protections against discrimination vary in how they address body size and health status.
- In 16 countries across the EU and Candidate countries, including France and the Netherlands, discrimination based on physical appearance or body size is explicitly prohibited under national law.
- In Belgium, obesity is treated differently: it is covered under discrimination on the grounds of health, recognising it as a medical condition.
- At the EU level, the Court of Justice of the European Union has ruled that obesity may be considered a disability if it limits full participation in professional life.
“Discrimination based on appearance or health status is not just unethical. it’s unlawful in many countries.”
These legal distinctions reinforce a critical point: obesity is not defined by size. It can occur at any size, and protections must reflect the reality of living with a chronic disease rather than assumptions about appearance.
Where Can We Go From Here?
As someone who works at the intersection of health system transformation, research, and policy, I see the consequences of miscommunication every day. Patients are confused. Clinicians are frustrated. Systems are strained.
“We need a shift from sensationalism to science, from discrimination to dignity.”
As we move into the next year of monitoring the impact of media on access to obesity treatment and long-term care, it is essential to leverage advanced media monitoring tools. Here are some key recommendations tailored for different stakeholders:
For European Institutions and Regulators:
- Implement Advanced Media Monitoring Systems: European institutions might consider adopting systems like the Europe Media Monitor (EMM) developed by the Joint Research Centre (JRC) to continuously monitor media narratives related to obesity treatment. These tools can track topics, detect trends, and act as early warning systems for misinformation.
- Support Educational Campaigns: Regulators should support educational campaigns that clearly differentiate between weight loss and obesity treatment. These campaigns can be informed by the data gathered through advanced media monitoring systems.
- Enhance Legal Protections: Legal protections must reflect the medical reality of obesity to safeguard health rights effectively. For example, in Belgium, obesity is covered under discrimination on the grounds of health, recognizing it as a medical condition 1.
- Collaborate with Member States: European institutions should foster collaboration with Member States to ensure a unified approach to media monitoring and policy implementation. Structured dialogues and forums can facilitate this collaboration.
For Media:
- Prioritize Accuracy and Respect: Media outlets must prioritize accuracy and respect when discussing obesity. It is crucial to underscore that obesity treatment is a medical necessity, not merely a cosmetic choice.
- Engage with Clinical Experts: Journalists should engage with clinical experts to ensure that reporting is both responsible and informed. Avoid copy-pasting from previously poorly researched articles.
- Use Media Monitoring Tools for Fact-Checking: Media organizations can use advanced media monitoring tools to fact-check their reports and ensure that they are providing accurate information. These tools can help identify and correct misinformation in real-time.
For Media Monitoring Watchdogs:
- Adopt Advanced Media Monitoring Systems: Media monitoring watchdogs should adopt systems like the EMM to continuously monitor media narratives related to obesity treatment. These tools can track topics, detect trends, and act as early warning systems for misinformation.
- Report Findings to Policymakers: Watchdogs should report their findings to policymakers to inform policy decisions and ensure that media narratives are aligned with public health goals.
- Collaborate with Media Organisations: Watchdogs should collaborate with media organizations to provide training and resources on accurate reporting and fact-checking. This collaboration can help improve the overall quality of media coverage on obesity treatment.
Final Thoughts
The media’s role in shaping public understanding of health is undeniable. When it comes to obesity, the dominant narrative has often been driven by attention rather than accuracy. Terms like “skinny jab” or “miracle weight loss pill” may generate clicks, but they reduce complex, evidence-based treatments to aesthetic shortcuts. This framing distorts demand, fuels off-label use, and contributes to shortages.
By leveraging advanced media monitoring tools and implementing these recommendations, we can ensure that the discourse around obesity is grounded in science and ethics. This approach will foster a more informed and equitable approach to treatment, ultimately benefiting patients, clinicians, and policymakers alike.