Attorney General Mayes is leading the charge against Meta's handling of deceptive weight loss ads, a push endorsed by attorneys general from 35 states across the political spectrum. In the wake of a surge of GLP-1 weight loss drug promotions, which predominantly lack FDA approval, Mayes is calling on the tech giant to tighten the reins on its advertising practices, especially as the holiday season, when weight loss chatter traditionally spikes, approaches.
Meta's platforms have come under scrutiny for ads that tap into body image insecurities and advocate for weight loss as a quick fix to deeper societal issues, such as self-confidence and success. These ads, often featuring AI-generated content including impossible transformations and phony testimonials from fabricated professionals, are contributing to the problem instead of offering real solutions. According to a statement obtained by the Office of the Arizona Attorney General, "Meta has a responsibility to take down these clearly fraudulent ads. We're simply urging them to enforce their own policies and take common-sense steps against misleading and dangerous AI-generated weight loss content."
It's not just about taking down the fraudulent ads; the coalition is demanding that Meta implement more robust policy enforcement - only ads for FDA-approved drugs should make it through the platform's gates in the U.S., while weight loss products must come with a clear warning of possible risks and side effects.
The use of AI to concoct before-and-after images and to draft non-existent spokespeople has only intensified these deceptive practices. One notorious ad depicted an AI-generated model who supposedly shed 208 pounds in a mere three weeks, with other examples boasting fabricated law enforcement and medical professionals advocating for these questionable weight loss methods. Additional measures suggested by Mayes and company include enhanced labeling for AI-generated content and better detection tools, as well as educational resources rerouted to those researching weight loss products.
Mobilizing a broad coalition from North Carolina to California, and even including district and territorial attorneys general such as those from the District of Columbia and American Samoa, speaks to the national concern over the potentially predatory nature of these ads. This action signifies a bipartisan initiative emphasizing the urgency and gravity of consumer protection in the digital age.
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