Big pharma targets China's waistline with stealth ads in subways and gyms

Weight-loss drugmakers are navigating China's strict regulations on prescription medicine advertising by promoting obesity awareness through indirect campaigns in public spaces. Companies like Novo Nordisk, Eli Lilly, Pfizer, and Innovent Biologics are vying for market share in China's rapidly expanding obesity market, where rates are projected to exceed 65% by 2030.

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Due to restrictions preventing direct advertising of prescription drugs, pharmaceutical firms are opting for strategies that inform the public about disease risks and encourage doctor consultations. Campaigns in metro stations, exercise studios, and soccer stadiums subtly promote the concept of "scientific weight management" and its benefits, such as reversing fatty liver disease or alleviating snoring linked to sleep apnea. While product names are omitted, the association with major drug companies is often visible.

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These indirect promotional efforts are more extensive than those for other diseases, according to a professor of science communication. Social media and word-of-mouth are increasingly leading patients to inquire about specific weight-loss medications by name. This shift highlights the growing consumer interest and the evolving marketing landscape for obesity treatments in China.

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