A Descriptive Content Analysis of Weight Loss Injectables on UK TikTok: #Mounjaro

Abstract

There is growing public interest in the use of Glucagon-like peptide 1 (GLP-1) agonists such as Mounjaro for the treatment of obesity. This study provides a descriptive content analysis of the 100 most liked #Mounjaro TikTok videos for UK-based creators and aimed to describe the content of these videos in relation to several categories, including: 1) who is featured, 2) the use of promotions, 3) product details and claims, and 4) video tone. Videos were coded using a codebook adapted from previous weight loss-related content analyses. The study identified the reach of Mounjaro content with the 100 videos being viewed nearly 46 million times. Findings show that most content (95%) is posted by accounts who do not state their credentials. Furthermore, most content focuses on discussions of personal experiences (44%), with only 2% of videos underpinned by scientific evidence. Forty per cent of videos included promotions, e.g., discount codes. The study identified the potential risks (e.g., health misinformation) and opportunities (e.g., developing a sense of social support) of Mounjaro content on TikTok. These findings highlight the need for regulatory bodies to consider the risks of health misinformation and address the use of promotional referral codes as a form of stealth advertising for prescription medications.