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Popular social media platform TikTok is cracking down on most content related to weight loss drugs starting next month, according to the video-sharing site’s new community guidelines published last week.
The restrictions taking effect on May 17 will also apply to content related to anabolic steroids, a group of synthetic drugs used to increase muscle strength.
“We want TikTok to be a place that encourages self-esteem and does not promote negative social comparisons,” the ByteDance (BDNCE)-owned company said in a release on April 17.
“We do not allow showing or promoting disordered eating and dangerous weight loss behaviors, or facilitating the trade or marketing of weight loss or muscle gain products.”
According to new rules, TikTok will not allow content “facilitating the trade or marketing of weight loss” drugs across its platform.
The promotion of weight loss drugs and content on drug-related weight management, such as “before-and-after” photos, will be restricted to those aged 18 and older.
Pharma giants Novo Nordisk (NVO) and Eli Lilly (NYSE:LLY) have witnessed a sharp increase in demand for their obesity drugs, semaglutide, and tirzepatide, thanks partly to social media hype driven by content creators on sites like TikTok.
The updated guidelines have prompted some of them to rethink their strategies. “I guess I’m going to be bringing my content to Instagram,” one creator with more than 10,000 followers said in a video, referring to TikTok’s rival owned by Meta (META).
“I will not remain on a platform that discriminates against people,” TikTok user Dave Knapp, who regularly posts about Novo’s (NVO) weight loss therapy Ozempic, said.
“This is 100% discrimination against people with obesity, people with type 2 diabetes, people with chronic conditions, people with health conditions.” TikTok didn’t immediately respond to Seeking Alpha’s request for comments.