The Demedicalization of GLP-1 Receptor Agonists: An Analysis of TikTok Influencer Endorsement of Ozempic-like Medications for Cosmetic Weight-loss

As a result of celebrity endorsement and cultural popularity, GLP-1 receptor agonists as a class of medications have gone viral outside of their clinical context as a magical weight-loss drug. This study critically analyzes TikTok videos to exploratorily examine how influencers frame GLP-1 RAs, revealing a strong emphasis on highlighting physical and aesthetic transformations with limited medical discussion. The findings highlight concerns of consumer misinformation and the growing demedicalization of GLP-1 RAs. This study underscores the need for more balanced communications surrounding these medications in order to facilitate nuanced narratives surrounding GLP-1 RA usage and ensure consumers are properly informed about their medical decisions.