Embarking on a weight loss journey can oftentimes be challenging, and that can be without the added pressure of achieving ‘instant results’. The weight of these expectations—both physical and mental— can often feel overwhelming, creating additional barriers to success.
A study conducted here at MedExpress has found that out of 4,000 UK respondents, 15% of Brits were medically diagnosed with obesity. While the growing awareness of anti-obesity drugs is indeed helping to reframe obesity as a chronic medical condition rather than a cosmetic issue, high-profile endorsements and sensationalised narratives, such as celebrity ties to drugs like Ozempic, risk diluting this critical message.
For those who do explore weight-loss options like WeGovy or Ozempic to improve their health, the virality of these drugs now comes with a stigma. A recent poll by IPSOS revealed that nearly one in four people would choose not to disclose their use. This suggests that while weight-loss jabs are growing in popularity, societal judgment is still prevalent.
Not only that, another recent medical study also highlights the fact that weight discrimination may worsen the issue it seeks to address. In this study, those who reported experiencing weight discrimination gained an average of 0.95kg, while those who did not face discrimination lost 0.71kg—a total difference of 1.66kg.
By examining how media narratives shape perceptions, we aim to highlight the need to shift the conversation around obesity and weight loss solutions and champion a more compassionate, evidence-based dialogue that may in turn help those living with obesity.
An overwhelming 85% of Brits are calling for stricter media guidelines on discussions around obesity, emphasising the need for more respectful and inclusive language to reduce stigma.”
Our study found that over half (57%) of individuals living with obesity feel that the media discussions on the topic often promote harmful behaviours or set unrealistic expectations. Gen-Z respondents were especially vocal, with one in six (17%) expressing significant concerns about these damaging portrayals.
Moreover, we conducted an analysis of over 12,000 article headlines across diet, weight loss and obesity to discover that the top 20 most commonly used words included drugs, risk, ozempic and shockingly ‘her’.
Delving deeper into potential gender bias, we found that there is a clear correlation in media reporting of issues relating to weight:
| Gender weight Bias’ in media Headlines reporting | |
| ‘Women’ vs ‘Men’ | 121% more biased reporting towards ‘Women’ |
| ‘She’ vs ‘He’ | 129% more biased towards ‘She’ |
| ‘Her’ vs ‘Him’ | 450% more biased towards ‘Her’ |
These problematic narratives extend beyond print headlines, however, finding a platform on television and other forms of media. To delve deeper into how obesity is portrayed, we turned to Ofcom, the UK’s independent regulator for broadcasting and advertising. Ofcom serves as a watchdog, allowing viewers to report offensive or potentially harmful content.
Our analysis of Ofcom complaint data over the past five years revealed that complaints related to weight, diet, and obesity peaked in 2021, however, showed little improvement by 2023, which recorded the second-highest number of complaints.
While we await the full data for 2024 complaints, one key finding stands out—58% of all complaints in this category were tied to ‘misleading material’, which implies more education and responsible reporting are required for a better understanding of obesity.
An analysis of Ofcom complaints data has revealed that nearly half (47%) of all grievances related to weight, diet, or obesity across television and radio networks were directed at ITV. Among the channel’s most frequently complained-about programs were This Morning, Love Island, and Soccer Aid, all of which have faced significant scrutiny for their handling of sensitive topics.
The issue transcends demographics, with complaints stemming from incidents involving both genders. A particularly notable example occurred during Soccer Aid when a male player was fat-shamed by another male presenter during a live broadcast. This incident alone became one of the top five most complained-about moments in recent years, highlighting harmful narratives around weight in the media.
Broadcasters have the power to play a pivotal role in reducing obesity stigma and promoting healthier conversations around weight and well-being, so such incidents highlight the need for stricter media guidelines and accountability.
A significant portion of those living with obesity—one-third—feel the media perpetuates an oversimplified narrative, often framing obesity as a personal failure. When asked to identify the most damaging stereotypes, 69% pointed to the perception of being ‘lazy and unmotivated’ as the most harmful.
Other narratives identified as particularly detrimental included being seen as ‘lacking willpower or self-discipline,’ ‘irresponsible with health or lifestyle choices,’ ‘personally responsible for their condition,’ and even being labelled as ‘unhealthy or a burden to society.’
Two-thirds of Brits agree that the media fuels judgment and stigma around obesity, with over a third reporting that such portrayals significantly harm their mental health. The impact appears to be particularly prevalent among those aged 35–44 and 45–54, with 24% of individuals in each age group identifying the mental health toll as severe.
Beyond mental health, these harmful narratives weigh heavily on social interactions and relationships, with 61% of respondents admitting they feel the strain.
While progress has certainly been made in some areas regarding inclusivity, many living with obesity feel that societal acceptance remains elusive, especially in professional and healthcare settings.
Our research revealed that more than half of women (56%) believe stereotypes about obesity have negatively impacted their career opportunities and overall professional success. Geographical biases also play a significant role in these experiences. London emerged as the least accommodating region, with many respondents feeling that their weight hindered their career progression. On the flip side, however, Northern Ireland appeared to be the most accepting, with only 2% reporting that their weight impacted their opportunities.
Access to healthcare—a vital resource for individuals living with obesity—was also shown to be significantly affected by stereotypes. Alarmingly, 53% of respondents felt that these biases directly influenced their ability to receive adequate care. This issue was particularly common among women aged 45–54 living in the South East (15%), London (13%), and North West (12%).
In contrast, individuals living in the North East (3%), Northern Ireland (3%), and Wales (4%) reported experiencing the least prejudice when accessing healthcare services.
The media has long been a platform for commentary on body image, but the rise of weight-loss drugs like Ozempic has skyrocketed the discussion of obesity into the global spotlight.
Our research revealed that three-quarters of Brits (77%) believe celebrity endorsements of weight-loss drugs, such as Ozempic, have negatively influenced public perceptions of obesity. Among these, 44% felt such endorsements trivialise the complex nature of obesity, reducing it to an oversimplified issue with a “quick fix” solution.
Alarmingly, only 1 in 20 Brits (5%) felt that celebrity promotion of weight-loss drugs doesn’t detract from more meaningful discussions about the root causes of obesity—factors such as genetics, socioeconomic challenges, and access to healthy food options.
To address these misconceptions, we consulted Dr Ashwin Sharma, a weight-loss expert at MedExpress, to provide clarity on the role of weight-loss drugs and how they should be understood within the broader context of obesity management.
“Weight-loss drugs such as Mounjaro and WeGovy are designed to support individuals living with obesity by targeting the underlying biological processes of the disease.”
For many, weight loss is not simply a matter of diet and exercise—there are often underlying factors such as genetics, hormonal imbalances, or other health conditions that make it significantly more challenging. These medications are a tool within the broader framework of obesity management, which also includes lifestyle changes, mental health support, and medical guidance.
It’s important to understand that obesity is a complex, chronic condition and not a reflection of someone’s character or effort. Commenting on someone’s body is never appropriate, as you can’t know the struggles they may be facing. Whether they are managing obesity or any other health issue, empathy and understanding are essential.”
Our analysis from Ofcom revealed that 100% of complaints made against ITV outside of advertising resulted in ZERO action being taken—raising concerns about a lack of accountability and the potential future perpetuation of harmful narratives.
When surveyed, only 4% of individuals living with obesity opposed stricter media guidelines, such as more inclusive language being adopted. This highlights an overwhelming demand for change in how obesity is portrayed. Education is crucial to fostering a better understanding of this complex condition, and responsible media representation is a key step in breaking down stigma.
You can help by raising awareness, educating yourself and others on the issues surrounding obesity and calling out stigmatising language as you see it. By doing so, you’ll help foster a more compassionate and supportive environment that promotes understanding, reduces judgment, and empowers those affected by obesity.
* Attest survey platform was used to conduct research from across the UK to make it a nationally representative survey on obesity, and how weight bias can impact the way the media and people discuss the topic
**Ofcom data revealing complaints filed under ‘weight’, ‘obesity’ and ‘diet’ were acquired through a freedom of information request and were indexed by television and radio networks in order from most complaints to least.
***Buzzsumo was used to scrape 4,000 articles each for stories written on ‘Obesity’, ‘Diet’ and ‘Weight Loss’ between the period of January 1st 2024 to 31st December 2024. This was subsequently converted into a Google Sheet whereby it was indexed to find the most commonly featured words used in headline reporting.
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