礼来制药和诺和诺德等药企在澳大利亚推出"疾病认知"广告宣传GLP-1减肥药，通过鼓励患者主动咨询医生的方式，规避澳大利亚禁止直接推广处方药的法律 [1]。其中礼来制药市值超过1.5万亿美元 [1]，其"We Won't Weight"活动已运行数月，涉及电视、广播和在线媒体 [1]。
医学专家对这一策略提出了质疑。药学政策教授Barbara Mintzes表示，"疾病认知广告正在规避澳大利亚禁止向公众宣传处方药的法律" [1]。澳大利亚医学协会主席Danielle McMullen也表示反对处方药直接消费者广告 [1]。
安全风险不容忽视。澳大利亚药物管理局（TGA）在2024年12月对GLP-1受体激动剂发布了安全警告，涉及自杀念头风险和口服避孕药失效风险 [1]。
Major pharmaceutical companies including Eli Lilly and Novo Nordisk are running "disease awareness" campaigns in Australia to promote GLP-1 weight loss medications while circumventing laws that prohibit direct-to-consumer advertising of prescription drugs.[1] Eli Lilly's "We Won't Weight" campaign, which has been active for several months across television, radio, and online platforms, encourages patients to consult their doctors rather than explicitly promoting the drugs themselves.[1]
Medical experts argue that these campaigns effectively replicate the direct-to-consumer advertising model used in the United States, but without the mandatory risk disclosures required there.[1] Barbara Mintzes, a pharmacy policy professor, stated that "disease awareness advertising is circumventing Australia's ban on promoting prescription drugs to the public," highlighting concerns that such tactics may mislead consumers into purchasing medications with serious side effects.[1] In December 2024, Australia's Therapeutic Goods Administration issued a safety warning regarding GLP-1 receptor agonists, citing risks including suicidal ideation and potential failure of oral contraceptives.[1]
The Australian Medical Association has opposed direct-to-consumer advertising of prescription drugs, with association president Danielle McMullen speaking against such practices.[1] Eli Lilly's market capitalization exceeds $1.5 trillion, while Novo Nordisk's is approximately $230 billion.[1]