研究人员指控，制药公司正通过针对第一民族女性的"疾病认知"活动变相推销减肥药物，规避澳大利亚禁止处方药直接面向消费者营销的法规。1这些活动虽未直接提及药物名称，但刻意针对特定人口群体，引导消费者咨询医生，从而实现对Ozempic、Wegovy和Mounjaro等减肥药的推广。1
为掩盖意图，制药企业和远程医疗平台利用名人代言和大型赛事赞助。1美国脱口秀主持人奥普拉·温弗瑞2025年澳大利亚巡演由药企礼来公司赞助，1网球明星塞雷娜·威廉姆斯在2026年超级碗广告中代言远程医疗平台Ro，1澳大利亚歌手凯西·多诺万和作家艾莉拉·波特为远程医疗公司Juniper代言。1这些活动实质上利用了法律漏洞，向消费者推销价格昂贵且不在保障范围内的药物。
私人处方该类减肥药的年费超过4000澳元，未被纳入药物福利计划用于肥胖治疗，1而全球销售额预计到2030年将达1500亿美元。1尽管第一民族人群肥胖症发病率高于平均水平，但该群体也更易患饮食失调症，1使他们成为这些高风险营销活动的脆弱目标。
Pharmaceutical companies are using "disease awareness" campaigns as a legal workaround to market weight-loss drugs to First Nations women in Australia, exploiting a regulatory gap that prohibits direct-to-consumer advertising of prescription medications 1. These campaigns feature celebrity endorsements and sponsored events that steer consumers toward telehealth consultations without explicitly naming the drugs being promoted, such as Ozempic, Wegovy, and Mounjaro 1.
The marketing strategy takes multiple forms across the country. American talk show host Oprah Winfrey's 2025 Australian tour is sponsored by pharmaceutical company Eli Lilly 1, while tennis star Serena Williams has appeared in a 2026 Super Bowl advertisement promoting telehealth platform Ro 1. Australian singer Kacey Donovan and author Ella Porter endorse telehealth company Juniper 1. These initiatives deliberately target specific populations, including First Nations communities, despite the fact that private prescriptions for these medications exceed 4,000 Australian dollars annually and are not covered under the Pharmaceutical Benefits Scheme for obesity treatment 1.
The global market for weight-loss drugs is projected to reach 150 billion dollars by 2030 1. First Nations populations experience higher rates of obesity than the national average, yet they also face elevated risks of developing eating disorders 1, raising concerns about the appropriateness and potential harms of such aggressive marketing campaigns targeting this vulnerable demographic.
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