Several Danish weight-loss clinics are accused of widespread illegal advertising after experts reviewed dozens of online videos promoting treatments and prescription drugs on social media platforms.
Experts Claim Clinics Broke Marketing Laws
Four major Danish weight-loss providers—Fit for Livet, Embla, Sikkert Vægttab, and Endolet—are under scrutiny for allegedly violating regulations that govern the marketing of health services. According to legal experts, the clinics engaged in systematic breaches by posting promotional content on YouTube, Facebook, and Instagram.
A review of 60 advertisement videos revealed that every single one violated Danish law. Experts stressed that promoting health services through online video outside a company’s own website is prohibited. In Denmark, health service advertisements are strictly limited to static formats when shared publicly online.
Because of that, even short promotional clips count as illegal advertising. The experts called it a widespread disregard for consumer protection laws.
Mentions of Wegovy Raise Legal Red Flags
Many of the videos included references to Novo Nordisk’s Wegovy weight-loss medicine, a prescription drug. This detail deepened the violations, as Danish law forbids direct-to-consumer advertising for any prescription medication. The experts highlighted that several videos even showed the drug packaging or discussed its use openly.
The inclusion of specific drug names was another strong indicator that the clinics were operating well outside the boundaries of health marketing law. By displaying or mentioning Wegovy in direct promotional content, the firms effectively blurred the line between health consultation and product marketing.
Novo Nordisk Responds to the Allegations
When asked whether Novo Nordisk was aware of its product being promoted illegally, the company said it follows Danish and EU law carefully and does not own or have stakes in private clinics. Novo Nordisk confirmed that it collaborates with healthcare professionals to share medical information responsibly but noted that many new players in the market might require closer monitoring from the Danish Medicines Agency.
Novo Nordisk’s statement underscored that it is unlawful to market prescription drugs to the public and that authorities hold responsibility for enforcing these rules.
Fit for Livet Admits Error
Among the accused firms, Fit for Livet—owned by physician Jesper Nygart—has acknowledged mistakes. The company discovered the issue after being contacted by journalists, realizing that it had published video ads in violation of Danish law. According to Nygart, the YouTube videos were initially intended for embedding on the company’s own website, not for public viewing.
He confirmed that all videos are now being reviewed and made inaccessible on YouTube. Fit for Livet also plans to adjust its technical setup to prevent future errors. In addition, the company sent several of its videos to the Danish Medicines Agency, which found irregularities in one case. The firm has also reached out to the Danish Patient Safety Authority for further clarification on compliance requirements.
Meanwhile, Sikkert Vægttab and Endolet acknowledged similar concerns through written statements and said they have removed videos that might break the law. Embla did not respond before the publication deadline.
A Rapidly Expanding Industry
Since 2018, the four companies combined have reportedly handled over 46,000 clients seeking medical weight-loss support. Fit for Livet alone claims to have enrolled approximately 32,000 patients. With an average plan costing around 300 Danish kroner per month, the industry’s estimated annual revenue exceeds 166 million kroner, reflecting a booming private market for medical weight-loss programs.
A typical Danish weight-loss program includes an initial consultation, a health assessment, continuous digital coaching, and access to prescription weight-loss medication when deemed necessary. Novo Nordisk’s Wegovy has become a frequent element in these programs, contributing to both increased results for patients and new related medical procedures.
Sources and References
The Danish Dream: Wegovy weight loss spurs skin removal surgeries
The Danish Dream: Best private hospitals in Denmark for foreigners
DR: Eksperter: Klinikker begår omfattende lovbrud, når de sælger vægttab
