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TikTok removes fake Boots ads promoting prescription weight loss drugs
TikTok has taken down misleading advertisements for prescription-only weight loss medications that falsely appeared to be endorsed by UK health and beauty retailer Boots. The videos, which used AI-generated imagery of healthcare professionals, were removed following a complaint from the company.
AI-generated content used to deceive viewers
The adverts featured what seemed to be smiling Boots staff members, but the individuals were entirely fabricated using artificial intelligence. The videos depicted these AI-generated professionals drinking a blue liquid, followed by a time-lapse showing dramatic weight loss results.
Sam Gregory, an AI expert, told the BBC that such technology makes it effortlessly simple to create convincing deepfake content, including impersonations of real healthcare workers. He raised concerns about how swiftly platforms act when notified of scams that violate their policies, noting that major brands often receive faster responses than individual victims.
Legal risks and platform response
Advertising prescription-only weight loss drugs to the public is illegal in the UK. Boots confirmed it had reported the videos to TikTok, which stated it prohibits harmful or misleading AI-generated advertisements. While the original videos were removed, the account-based in Hong Kong-re-uploaded identical content before being permanently deleted after a second report.
A TikTok spokesperson said the platform does not permit the promotion or trade of controlled substances and is working to improve its detection methods for AI-generated scams.
Unauthorised sales and health warnings
Before its removal, the fake Boots account directed users to a website selling weight loss drugs, featuring AI-generated or stolen testimonials from customers and doctors. The NHS has made weight-loss injections available in England since late June, but only under strict eligibility criteria and with a prescription.
The UK's Medicines and Healthcare products Regulatory Agency (MHRA) warned that purchasing such medications from unregulated sources poses serious health risks. A spokesperson emphasised that these drugs should only be obtained from registered pharmacies with a valid prescription, as counterfeit products may contain unknown or harmful substances.
Broader concerns over misused content
The same account also repurposed real weight-loss journey videos from genuine users without permission, rebranding them with Boots' official-looking logos and handles. Boots clarified that it only runs social media advertisements through its verified account, @BootsUK, and does not use the handle @BootsOfficial.
TikTok reiterated its commitment to combating deceptive AI content but acknowledged ongoing challenges in detecting and preventing such scams.
