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This Morning has sparked outrage after a slim woman 'who doesn't meet prescription rules' proudly promoted weight loss jabs during Monday's installment.
ITV viewers slammed the show for 'sending a dangerous message' and 'medical misinformation' after guest Olivia Falcon, showcased her before and after pictures.
During her chat with show hosts Cat Deeley and Ben Shepard, she confessed that she couldn't lose any weight because she liked to snack and drink wine and so started using weight loss injections in April 2023.
She also revealed that she lived a busy lifestyle which also contributed to her struggle to drop the pounds and that she weighed the same as she did during pregnancy.
Olivia went to a private doctor, recommended by a friend, and decided to try 'microdosing Ozempic' which she said had great impacts on her health.
She said: 'When I went to the lowest dose for three or months I didn't initially notice that much difference. When I went up a dose that is when I noticed the weight come off.
This Morning has sparked outrage after a slim woman 'who doesn't meet prescription rules' proudly promoted weight loss jabs during Monday's installment
ITV viewers slammed the show for 'sending a dangerous message' and 'medical misinformation' after a guest, showcased her before and after pictures
'My lower back pain, which was really bothering me, went, my cholesterol reduced from 6.6 to 5.6. And I do regular blood tests with a doctor, and they said I'm not longer in the prediabetic zone.
'So it really has been quite remarkable for me.'
During the chat Ben asked if she tried to change any lifestyle factors to help, to which she said she was exercising but was 'overeating' and it was unsustainable.
She explained when she first started Ozempic she went on the lowest dose for three or four months and went up to 1ml, but felt very tired and unwell.
Olivia then decided to 'microdose' instead and uses a pen, which costs £180, once every two weeks instead of once a week.
'I clearly was never obese, but I was having some really bad physical symptoms', Olivia added.
To which Kat, supported: 'It also effects your confidence too'.
But viewers were left furious as they said she didn't need to lose weight and there was minimal difference between her before and after pictures.
During her chat with show hosts, Cat Deeley and Ben Shepard, she confessed that she couldn't lose any weight because she liked to snack and drink wine and so started using weight loss injections in April 2023
She also revealed that she lived a busy lifestyle which also contributed to her struggle to drop the pounds and that she weighed the same as she did during pregnancy
Olivia went to a private doctor, recommended by a friend, and decided to try 'microdosing Ozempic' which she said had great impacts on her health
And viewers were left furious as they said she didn't need to lose weight and there was minimal difference between her before and after pictures
One penned: 'Cost of living has suppressed my appetite #ThisMorning'
'#ThisMorning get this lady off!'
'I don't understand why or how people are getting these jabs when they're meant for diabetics - who can't get it because the pharmacies can't get hold of it! All of the rich, lazy people have bought the stock! This woman was neither diabetic or obese by her own words #ThisMorning'
'Why are they obsessed with the weight loss jab???!'
'So when are we going to see the photo of her morbidly obese at 30st and on death's door?? Oh you mean there's not one because she was a normal weight but is just a complete c***and using it for vanity?'
'It was Menopause and mental health making you unwell not your weight. Some private doctors making a mint from these people'
'Wow she wasn't even fat before hand! This is sending s****y messages to people who look the exact same and are now going to think their overweight and need jabs. good job'
'She looked amazing before jabbing herself'
'She wasn't even fat in that before picture. #thismorning'
'They looked like the same picture to me #ThisMorning'
'How on earth was she prescribed the injections?'
'So she didn't meet the prescribing rules for jabs (wasn't obese), but the doctor still prescribed? And she's administering it on her own schedule. Surely this is promoting medical misinformation.'
'#Thismorning is sending mixed messages to everyone'
The use of Ozempic and other 'skinny jabs' has become increasingly popular as celebrities across the globe have shown shocking weight loss with its use.
In order to be prescribed weight loss injections such as Ozempic, there are a range of qualifying criteria which include having a BMI of 30 or over or living with type 2 diabetes that is poorly controlled.
The prescription is not guaranteed and a specialist clinician, not a GP, has to assess each case.
And while they may have become the latest weight loss trend, many people have suffered life-threatening consequences after using the jabs incorrectly or when not needed.
Clinical trials of Ozempic and similar medicines Zepbound and Mounjaro, which contain the drug tirzepatide, have also shown that about 15 percent of patients are 'non-responders'.
This means they lose less than five percent of their body weight over about 68 weeks.
'There are a lot of factors going on including probably very strong genetics that are at play,' said Dr Gitanjali Srivastava, an obesity specialist at Vanderbilt University
Pre-existing health conditions have also been shown to stop the drug being effective.
'Having polycystic ovarian syndrome and type two diabetes, make patients less responsive,' says Dr Rekha Kumar, an obesity expert at Cornell University.
'I wouldn't say that they're necessarily are non responders, but we know across all clinical trials for anti-obesity medicines that people with insulin resistance do respond slower and tend to lose weight slower.'
Doctors say emotional eating, or using food to cope with stress could also be a factor.
Even if semaglutide suppresses someone's appetite, they may still experience cravings or a need for food as a coping mechanism.
Appetite can rebound after about a year of steady weight loss, too. The body finds a way to counteract the drop in calories a person takes in.
A recent study, by the National Institutes Of Health, which specialises in measuring metabolism and weight change, found that people's weight loss tends to halt at about 12 months.
Outside clinical trials experts have suggested one reason why the blockbuster drug may not be performing as expected.
It comes as the use of Ozempic and other 'skinny jabs' has become increasingly popular as celebrities across the globe have shown shocking weight loss with its use
Simply, you might not be storing the medication properly, dampening its potency and efficacy.
While it's common to keep prescriptions in the bathroom medicine cabinet, providers say Ozempic should be stored in the refrigerator instead, kept at a cool 36 to 46 degrees Fahrenheit.
Doctors also warned that the medication should never be frozen or stored somewhere in direct sunlight, because this can cause the medication to break down.
Dr Mir Ali, a bariatric surgeon, said: 'If Ozempic is not refrigerated, it will likely lose its efficacy over time. In some cases, it may cause more side effects.'
