Connecticut AG Tong: Presses Meta on Misleading AI Weight Loss Ads

• Connecticut Attorney General William Tong and 35 other attorneys general have urged Meta to strengthen its enforcement against misleading AI weight loss drug ads on its platforms.
• The coalition highlights that many ads promote non-FDA approved or compounded GLP-1 weight loss drugs using deceptive AI-generated images and claims.
• Meta's existing policies against misleading health advertising are not being adequately enforced, allowing ads that exploit body dissatisfaction and omit crucial risk information.
• The attorneys general demand that Meta restrict prescription drug ads to only FDA-approved products, prohibit AI-generated content in weight loss ads, and improve AI content labeling and detection.
• They also request that Meta require clear disclosure of risks and side effects in weight loss product content and direct users to educational resources.

Attorney General Tong emphasized the inherent dangers and irresponsibility of marketing non-FDA approved weight loss drugs through deceptive, AI-generated ads, noting that these practices directly contradict Meta's own stated policies against misleading health advertising.

Connecticut Attorney General William Tong, leading a bipartisan alliance of 35 attorneys general, has formally pressed Meta to enhance its enforcement of existing advertising policies on Instagram and Facebook. The coalition specifically targets the proliferation of misleading advertisements for weight loss products, particularly those promoting GLP-1 drugs, which are often non-FDA approved or compounded. This concerted effort comes as discussions around weight loss and appearance typically intensify during the holiday season and into the new year, potentially leading to an increase in such promotions.

Numerous advertisers are leveraging Meta's platforms to disseminate a vast number of promotions for GLP-1 drugs. Many of these ads feature AI-generated content, including fabricated before-and-after images and nonexistent spokespeople, to make unsubstantiated claims. Attorney General Tong emphasized the inherent dangers and irresponsibility of marketing non-FDA approved weight loss drugs through deceptive, AI-generated ads, noting that these practices directly contradict Meta's own stated policies against misleading health advertising. The attorneys general are calling for Meta to uphold its internal regulations, demand greater transparency from advertisers, and safeguard consumers from potential harm.

Despite Meta's established guidelines for pharmaceutical and health and wellness advertisements, the coalition asserts that these policies are not being adequately enforced. Current rules stipulate that advertisers must provide information regarding a drug's medical efficacy and affordability, restrict targeting to adult audiences, and refrain from promoting unrealistic body ideals or fostering unhealthy body images. However, many ads on Meta's platforms exploit individuals' body dissatisfaction, framing weight loss as a pathway to self-confidence, desirability, and social mobility rather than genuine health.

These misleading AI weight loss drug ads frequently employ tactics such as close-up body shots and side-by-side comparisons, often linking rapid weight loss to significant life events like holidays, weddings, or vacations. Crucially, these promotions often promise swift results without disclosing the potential risks and side effects associated with the medications. A significant concern highlighted by the attorneys general is the pervasive use of unlabeled AI-generated content, including instances where an AI model was depicted losing 208 pounds in just three weeks, or where fake AI-created law enforcement officers, nurses, and pharmacists were used to lend credibility to weight loss claims.

Beyond urging Meta to enforce its current policies more rigorously, the coalition of attorneys general has outlined several specific demands to curb the spread of harmful advertising. They advocate for restricting prescription drug advertisements in the United States exclusively to those products that have received FDA approval. Furthermore, they insist that all content promoting weight loss products must clearly disclose associated risks and potential side effects to consumers.

The attorneys general are also pushing for a complete prohibition on weight loss drug ads that utilize AI-generated content. They demand that Meta implement clearer labeling for all AI-generated content and develop more effective tools to detect and remove content that lacks proper disclosure. Finally, the coalition requests that Meta redirect users searching for weight loss products to reliable safety and educational resources, ensuring consumers have access to accurate information. This broad, bipartisan effort underscores a growing regulatory concern over the impact of AI-generated content and non-FDA approved weight loss ads on public health.

Companies advertising health and wellness products on Meta platforms, particularly weight loss drugs, must immediately review their ad content for compliance with existing policies and new restrictions on AI-generated content and non-FDA approved claims, as state attorneys general are increasing pressure on Meta for stricter enforcement and potential regulatory action.

Source: Original reporting via the Connecticut Attorney General's Office