Critical discourse analysis of social media advertisements for GLP-1 receptor agonist weight loss drugs: implications for public perceptions and health communication

Abstract This study conducts a critical discourse analysis (CDA) of social media advertisements (ads) for Glucagon-like peptide-1 receptor agonist (GLP-1 RAs) weight loss drugs to examine their linguistic features, discursive practices, and social implications, aiming to explore how advertising strategies may shape public perceptions and consumer considerations. Data collection focused on Facebook and Instagram, targeting ads related to FDA-approved GLP-1 RAs weight loss drugs from February 2023 to February 2024. Ads were collected using specific keyword searches. Inclusion criteria focused on ads explicitly related to the three GLP-1 RAs weight loss drugs, while exclusion criteria removed irrelevant, non-English, duplicate, or incomprehensible ads. Thematic analysis was conducted to identify recurring themes. Fairclough’s CDA model was used to analyse the 90 ads. Thematic analysis identified four key themes including “Health and Safety”, “Consultation and Support”, “Ease and Affordability”, and “Emotional and Psychological Impact”. These themes highlight the emphasis on medical credibility, accessibility through telehealth, affordability, and emotional benefits. The ads strategically use medical authority and emotional appeals, seemingly to build trust and persuade consumers. The focus on telehealth aligns with the growing demand for remote healthcare solutions, while the emphasis on affordability and ease of use addresses common barriers to accessing weight loss treatments. This research provides new insights into the discursive strategies of pharmaceutical advertising, distinguishing it as a unique contribution to the field. The study underlines the need for balanced health communication that accurately represents the benefits and risks of weight loss drugs. It recommends stricter regulatory guidelines to ensure transparency and prevent exaggerated claims. Additionally, public health campaigns should educate consumers on comprehensive weight management, integrating medication with lifestyle changes. Moreover, stakeholders can develop better health communication strategies and regulatory policies to enhance public health outcomes by understanding the narratives in these ads.