The encyclopedia · Advertising & PR · Marketing decision · 2026
Zava's Mumsnet weight-loss advertorial banned — the ad hid in plain sight
Zava's 'expert guide' to weight-loss meds on Mumsnet read like journalism. The ASA banned it: an advertorial is still an ad.
Zava · 2026-02
What happened
On 3 September 2025 an article on Mumsnet was headed 'Medicated weight loss, an expert guide' with the sub-heading 'Everything you need to know about medically supervised weight management' and the small label 'CREATED BY ZAVA'. Written in editorial style by a Mumsnet Senior Content Editor, it quoted Dr Clair Grainger, Clinical Lead at Zava, referenced GLP1s and prescription-only weight-loss medications, and carried a 'Save £10 on your first weight loss consultation' box linking to Zava's website.
Zava said the article was not initially intended as an ad, that the discount offer was created separately from the clinical content, and that it had removed the article pending review. Mumsnet said it retained editorial control and that the 'Created by Zava' label and logo made the commercial nature apparent, consistent with its standard partner-content format.
On 18 February 2026 the ASA upheld all three issues. The ad was not obviously identifiable as a marketing communication — the 'CREATED BY ZAVA' text was small and appeared further down the page, with no upfront label such as 'advertisement feature'; the article used a health professional to endorse medicines; and it promoted prescription-only medicines to the public, which is not allowed. The ad breached CAP rules 2.1, 2.3, 2.4, 12.12 and 12.18 and must not appear again in that form.
Why it happened
- 'CREATED BY ZAVA' sat small and far down the page — the label existed, but the reader met the journalism first.
- A clinical lead's name gave prescription medicines an editorial voice — health professionals may not endorse medicines.
- GLP-1 weight-loss drugs were being pushed at the general public — advertising prescription-only medicines is banned outright.
- Mumsnet's standard partner format still wasn't obvious enough — an advertorial is judged by what the reader sees, not the contract.
The lesson
An advertorial is judged by what the reader sees: Zava's 'expert guide' on Mumsnet labelled 'CREATED BY ZAVA' in small print far down the page — the ASA banned it as disguised advertising.
Aftermath
The ASA told Zava and Mumsnet to make future marketing communications obviously identifiable and told Zava not to promote prescription-only medicines to the public or use health professionals to endorse medicines.
Sources
spotted an error? The club wants to know.
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