EMA, 2025: The European Medicines Agency has launched its first social media campaign involving content creators, aiming to raise awareness about the safe and responsible use of GLP-1 receptor agonists through the #HealthNotHype initiative.
Campaign launch and scope
The campaign focuses on medicines that were initially developed to treat type-2 diabetes. EMA said that some GLP-1 receptor agonists are now also indicated for weight management in people living with obesity and weight-related health conditions. The agency noted that these medicines are effective for patients, particularly against a backdrop of rising obesity and diabetes rates worldwide.
At the same time, EMA said public attention around GLP-1 receptor agonists has expanded far beyond the medical community. News coverage, social media discussion and celebrity endorsements have increased awareness of their use for weight loss, which the agency says is fuelling both interest and the risk of misinformation, misuse and illegal sales of counterfeit products.
Why it matters
EMA Executive Director Emer Cooke said the #HealthNotHype message is that GLP-1 receptor agonists are not “magic solutions” for weight loss. She said that, like all medicines, they have benefits and risks and are not suitable for everyone. According to the agency, these are long-term treatments that must be accompanied by other lifestyle changes and should always be used under the supervision of a doctor.
The agency’s decision to work with content creators reflects where many of the current conversations about these medicines are taking place. EMA said it wants validated scientific information to be part of social media discussions on GLP-1 medicines, especially as interest grows and the risk of misleading claims increases. The campaign is therefore framed as a public health communication effort designed to counter hype with evidence-based messaging.
How EMA is running the campaign
EMA said it carefully selected content creators from seven different European Union Member States to ensure balanced geographical coverage. The agency said the creators were chosen for their credibility in healthcare communication and for alignment with EMA values including evidence-based information, respect, transparency and independence. It added that the selected creators are mostly healthcare professionals or experts in nutrition.
Instagram is the main platform for the first campaign because EMA said there is a high volume of conversations and information about GLP-1 receptor agonists circulating there. The campaign started on the day of the announcement and is expected to run for approximately one month. During that period, the creators will post audiovisual content on their own channels and engage with followers through quizzes and polls. EMA also said the campaign materials include a table listing the creators’ Instagram handles and the countries they represent.