A Montreal woman said she was shocked to discover an advertisement for the prescription drug Ozempic inside her HelloFresh meal kit. In a TikTok video posted online, the woman expressed outrage over the pamphlet, which included a $50 gift card to obtain an Ozempic prescription online via telehealth company Livewell Canada.
She declined an interview with CTV News, stating she preferred to leave the discussion to experts. One such expert, Dr. Rémi Rabasa-Lhoret, an endocrinologist and the director of the Metabolic Diseases Research Unit at the Institut de recherches cliniques de Montréal (IRCM), expressed deep concern about the ad’s placement.
“It’s weird, it’s odd, it’s inappropriate,” he said. “I’m extremely concerned to see big pharmaceutical companies stretching advertising rules in this way. A meal kit is absolutely not the place for prescription drug promotion.”
Canada has strict regulations regarding direct-to-consumer drug advertising. Known as “reminder ads,” companies can only mention a drug’s name, price, and quantity—but cannot describe its intended use, explained Headspace Marketing president Éric Blais. He argues that these rules are outdated and fail to account for the growing influence of social media.
“You can’t really say what it’s for, and you can only create general awareness of the brand name,” explained the marketing expert. “But how do you control the noise on social media and other online platforms? It’s almost impossible to regulate this kind of messaging.”
Blais said the slogan used in the Canadian advertisement—“Is Ozempic right for you? Ask your doctor”—falls within Canadian legal guidelines. However, he believes that as pharmaceutical advertising methods evolve, so too should government regulations.
Who approved the ad?
Livewell Canada is the company who distributed the ad targeted in the TikTok video. CTV News reached out to the company to ask whether Novo Nordisk, the maker of Ozempic, approved the advertisement but did not receive a response.
For Blais, this situation also raises questions about HelloFresh’s role in the promotion. “There is such a disconnect,” he said. “A meal delivery service should focus on food and nutrition—not prescription drugs.”
In response to the controversy, HelloFresh provided a statement to CTV News: “We strive to meet the needs of our customers, including by promoting products relevant to their lifestyles. (...) While this offer may have been perceived positively by some, we understand that this may not be the case for all.”
But, for some experts like clinician Tania Lemoine, there’s a worry about the impact of Ozempic advertising on vulnerable individuals.
“Some of the people opening these boxes have eating disorders or may already feel ashamed about their bodies,” said the founder of a Clinique des Troubles Alimentaires BACA. “This kind of advertising can be incredibly harmful.”
Controversies around Ozempic
Ozempic is primarily prescribed to manage blood sugar levels in adults with Type 2 diabetes, but it has gained widespread attention for its weight loss effects, explained Dr. Rabasa-Lhoret. He warns that the medication is not a quick fix for weight loss and should only be prescribed within a structured medical treatment plan. The physician emphasized that obesity treatment should be built on three key pillars: nutrition, physical activity, and psychological support.
“[Ozempic] is just one of the tools in our toolbox, but it must be used appropriately and under medical supervision,” said Dr. Rabasa-Lhoret. “Making it so easy to access online is a serious problem and these online prescriptions are not approved by the Collège des médecins or pharmacy organizations.”
While he criticizes misleading advertising tactics, Dr. Rabasa-Lhoret also advocates for improved access to Ozempic for those who truly need it. He has been pushing for the Quebec government to include Ozempic in the public health coverage (RAMQ) for patients with Type 2 diabetes and severe obesity.
“This medication can be life-changing for some patients, but access remains a challenge,” he said. “We need to ensure those who genuinely need it can get it without financial barriers.”
