20 June 2025: The European Medicines Agency has launched its first social media campaign with content creators to promote the safe and responsible use of GLP-1 receptor agonists, using the hashtag #HealthNotHype to broaden the reach of its public health messages.
Campaign launch and scope
EMA said the campaign is focused on raising awareness about the safe and responsible use of GLP-1 receptor agonists. These medicines were initially developed to treat type-2 diabetes, and some GLP-1 receptor agonists are now also indicated for weight management in people living with obesity and weight-related health conditions.
The agency said the medicines are effective for patients, particularly against the backdrop of rising obesity and diabetes worldwide. At the same time, GLP-1 receptor agonists have drawn strong public attention beyond the medical community, with discussion spreading through news coverage, social media and celebrity endorsements. EMA said that surge in attention is increasing both interest and the risk of misinformation, misuse and illegal sales of counterfeit products.
Why it matters
EMA framed the campaign as a response to growing online conversation around medicines that are often discussed as weight-loss tools. In its statement, the agency said GLP-1 receptor agonists are not “magic solutions” for weight loss. It also stressed that, like all medicines, they have both benefits and risks and are not suitable for everyone.
The agency said these treatments are intended for long-term use and should be combined with other lifestyle changes, always under a doctor’s supervision. By placing validated scientific information into social media conversations, EMA is seeking to counter misleading claims and encourage more informed use of medicines that are receiving widespread attention online.
How EMA is delivering the message
For this first campaign, EMA selected content creators from seven European Union Member States to provide balanced geographical coverage. According to the agency, the creators were chosen for credibility in healthcare communication and for alignment with EMA values including evidence-based information, respect, transparency and independence. The selected participants are mostly healthcare professionals or nutrition experts.
Instagram is the main platform for the campaign because EMA said there is a high volume of discussion and information about GLP-1 receptor agonists on that channel. The campaign started on the day of the announcement and is expected to run for about one month. During that period, the selected creators will publish audiovisual content on their own channels and engage followers through quizzes and polls. EMA also said its announcement includes a table listing the creators’ Instagram handles and the countries they represent.