Facing China’s ban on direct prescription advertising, drugmakers including Novo Nordisk, Eli Lilly, Pfizer and Innovent are promoting obesity awareness in metro stations, gyms, and stadiums while marketing GLP-1 weight-loss injections. With China’s overweight rate forecast above 65% by 2030, firms use indirect public campaigns and social media to build demand; regulators and experts warn some efforts risk crossing into prohibited drug promotion.
