- This year, the Super Bowl will feature advertising of GLP-1 drugs in new ways.
- Telehealth provider Ro is using tennis star Serena Williams to help break down stigma.
- Hims & Hers is seeking to highlight affordability and equity in healthcare.
- Experts say this trend is positive since it can help improve uptake of these medications.
- However, it’s essential that advertisers are responsible and accurate in their claims.
With 127 million pairs of eyes glued to TV screens in 2025 and ad revenue topping out at $650 million in 2024, Super Bowl advertising is big business, according to figures provided by Statista.
However, this year’s Super Bowl isn’t just about touchdowns and halftime theatrics; it’s also turning into a national conversation about healthcare.
Companies are using the Big Game’s unparalleled reach to promote GLP-1 medications such as semaglutide (Ozempic, Wegovy) and tirzepatide (Mounjaro, Zepbound).
These medications are widely prescribed for type 2 diabetes and obesity and have become both medically transformative and culturally controversial.
One ad from telehealth company Ro, starring former professional tennis player Serena Williams, seeks to dismantle the stigma around these medications, while Hims & Hers is leaning into themes of healthcare affordability and accessibility, highlighting how access is often driven by wealth.
Ana Reisdorf, MS, who is a registered dietitian and founder of the website GLP-1 Hub, said that GLP-1 medications have been an important development in healthcare due to the prevalence of obesity and metabolic disease.
“These meds offer a very effective solution to this issue,” she said, adding that this is the first time in recent decades that the obesity rate has actually started to go down.
According to Gallup, the obesity rate has declined from a record high of 39.9% in 2022 to 37.0% in 2025.
Reisdorf went on to explain that these drugs help regulate appetite, blood sugar, and energy balance.
They also reduce the “food noise” that can make weight loss so difficult.
“Importantly, they also improve heart health, insulin resistance, blood pressure, and blood cholesterol,” she said.
“They are a miracle in a space that has been a struggle for so long,” Reisdorf added.
Timur Alptunaer, MD, of InHouse Wellness, noted, however, that despite the many benefits for metabolic health, people are often resistant to trying these medications because they see it as a personal failure if exercise and diet alone are not enough, a perception which he says is “damaging.”
“Obesity goes beyond lifestyle choices,” he said. “Obesity is a problem that is influenced by countless factors, including genetics, hormones, the environment, and the brain.”
Putting things into perspective, Alptunaer compared the use of obesity drugs to using insulin for diabetes or using blood pressure medications for hypertension, which he says is no different.
Alptunaer praised Ro’s ad starring Serena Williams, saying that having a well-known athlete as a spokesperson could help reduce some of the stigma surrounding GLP-1 medications.
“Most people are misinformed and believe using those medications is ‘cheating,'” he said.
“When there is a stigma surrounding the use of obesity medications, patients are more likely to wait longer to start such treatment, or delay starting these medications for the ‘right’ reasons, ultimately causing them more shame,” said Alptunaer.
According to Alptunaer, even when stigma is not standing in their way, many people experience financial limitations when it comes to accessing these drugs.
“Those of higher income can access specialized care, newer drug therapies, and more frequent monitoring,” he said.
As a result, these individuals often experience better health outcomes than their lower-income counterparts.
Alptunaer said that companies like Hims & Hers make healthcare more affordable and accessible, which he believes is “an improvement, but not a total solution.”
“From a public health standpoint, effective obesity treatment leads to benefits such as fewer incidences of diabetes and heart disease,” he added.
“When care becomes affordable, it starts to push obesity treatment beyond the confines of an elite, concierge-only world,” said Alptunaer.
When asked whether she sees this trend in advertising as being a net positive for healthcare consumers, Reisdorf answered with an enthusiastic, “Yes.”
“Increased visibility helps normalize obesity as a medical condition and lets people know effective treatments exist,” she said. “That alone can reduce shame and encourage people to get care.”
However, she added the proviso that ads promising effortless weight loss or that ignore the potential side effects could be problematic.
Echoing Reisdorf, Alptunaer said, “In general, when the advertisements are responsible and medically accurate, I consider this trend favorable.”
He also noted that reframing obesity from a “social crime” to a disease is a positive change.
“Elimination of stigma, affordability, and access to these advertisements all at once will foster better dialogue between the patients and the caregivers,” said Alptunaer. “This will have positive implications in terms of awareness and early interventions, as well as the outcomes and costs of healthcare.”
Alptunaer concluded his remarks by reiterating the importance of balanced advertising that doesn’t oversimplify treatment or suggest that people don’t need medical supervision.
“When there is an adequate level of balance in advertising, there is a possibility of empowering patients and promoting evidence-based care,” he said.