If you’ve noticed an increase in drug adverts recently, you’re a witness to an extraordinary ad campaign causing controversy in the Canadian pharmaceutical industry.
Type-2 diabetes medication Ozempic and its sister drug, Rybelsus, have appeared on various platforms such as TV, social media, giant billboards, and even professional sports games. Thousands of batches have even been shipped to the United States during the campaign.
It’s part of a concerted marketing effort by Novo Nordisk, the manufacturer of both drugs and has sparked concerns among doctors and medical ethics experts. They fear that it could lead to doctor pressure to prescribe the drug and potential shortages.
1. An unprecedented campaign
Like in many developed countries, Canada’s advertising industry must follow a specific set of regulations for public safety. The promotion of cigarettes, for example, is banned, while companies that supply sports betting and online casino games are subject to strict industry regulations.
However, the measures in place to stop a campaign like Ozempic’s are less clear.
Health Canada regulates Health advertising in Canada, which chooses which products are eligible for commercial promotion. Prescription drugs, medical devices, and natural health products are all under these advertising regulations, but there’s nothing in the regulation to cover potential shortfalls of a vital product.
Ozempic qualifies for lawful advertising, however, its current campaign is unlike any other in history.
According to experts, Novo Nordisk’s1 marketing efforts have been so aggressive that it’s been difficult to avoid seeing the drug advertised on at least one media channel. The ads have been strategically placed in highly visible locations, such as wrapping entire streetcars and encircling sports fields.
The campaign has also employed reminder ads that mention the drug’s name without explicitly stating the conditions it treats. This is a well-known approach aimed at creating familiarity and encouraging individuals to inquire about the drug with their doctors.
Finally, the marketing campaign has framed Type 2 diabetes2 as a significant public health crisis, emphasizing the need for effective management.
Novo Nordisk has claimed that it wants to educate Canadians about the risks associated with Type 2 diabetes and encourage those living with it to engage with healthcare professionals for optimal disease care. But critics have called this a cynical attempt to garner more drug sales.
With Ozempic usage rising significantly as a result, there have been calls for more awareness of the dangers of over-prescribing the drug.
2. The dangers of Ozempic
Over-prescription not only leads to drug shortages for those who need them, but it can also have negative health implications.
People with conditions such as pancreatitis, type 1 diabetes, pregnant or breastfeeding women, and those with certain medical conditions should avoid using Ozempic3.
Common side effects include gastrointestinal symptoms like nausea, vomiting, and diarrhea. Serious but less common side effects may include pancreatitis, vision changes, low blood sugar, kidney problems, and even thyroid tumors or cancer.
There are fears, too, that with such overexposure in the media, people may not think twice about taking unsafe amounts of Ozempic due to familiarity.
Safety campaigners aim to avoid this by changing advertising laws, but it looks like it will involve a long legal fight.
3. Possible change in regulations
Ozempic’s ad campaign is known as ‘direct-to-consumer’ advertising in that a lot of it addresses the audience directly. Experts suggest stricter regulations to limit this type of promotion for prescription drugs is the way forward if we want to prioritize patient well-being over profit-driven marketing.
The European Union and the UK already prohibit this type of ad, but no such law exists in Canada.
It’s difficult to predict whether Canada will change its regulations regarding advertising prescription drugs like Ozempic soon. However, the concerns raised by doctors about the aggressive marketing tactics and potential negative consequences of such campaigns may contribute to a re-evaluation of the current rules.
Ultimately, any decision to change regulations will require careful consideration of various factors, including public health concerns, ethical considerations, and industry perspectives. It may involve consultations with policymakers and experts in the field.
Whichever shape policy change takes, one thing is for sure: it will take some time to come into play – and much more Ozempic will find its way into Canadian homes in the meantime.
- Wise, Jacqui. “Novo Nordisk suspended from industry body over serious breaches.” (2023). ↩︎
- Ahmad, Ehtasham, et al. “Type 2 diabetes.” The Lancet 400.10365 (2022): 1803-1820. ↩︎
- Price, Lawrence H. “A look at the GLP‐1 agonists.” The Brown University Psychopharmacology Update 34.9 (2023): 7-8. ↩︎
Last Updated on by Sanjana
