The burgeoning discourse surrounding off-label drug use has sparked complex debates across medical, social, and ethical domains. Among the various pharmaceuticals subjected to such scrutiny, Ozempic—a medication originally developed for the management of type 2 diabetes—has emerged as a particularly prominent example. The recent study by Kartal and Günaltay (2025) offers an in-depth analysis of the social construction of off-label Ozempic use as portrayed and propagated on social media platforms. Their work underscores the multifaceted ways in which digital environments shape public perceptions and behaviors related to pharmaceutical consumption beyond prescribed indications.
Ozempic, known chemically as semaglutide, functions as a glucagon-like peptide-1 (GLP-1) receptor agonist to regulate blood glucose levels in diabetic patients. However, its off-label usage—particularly as a weight-loss intervention—has gained viral attention fueled by anecdotal testimonials, influencer endorsements, and peer exchanges on networks such as Twitter, Instagram, and TikTok. This phenomenon reflects the capacity of social media to disseminate medical narratives detached from conventional regulatory verifications, thereby creating novel health discourses. The study harnesses qualitative content analysis methodologies to map thematic patterns and rhetorical strategies employed in these online conversations.
One of the central insights of Kartal and Günaltay’s research is the way social media facilitates an alternative construction of drug legitimacy. Unlike traditional biomedical paradigms grounded in randomized control trials and regulatory approvals, social media deploys experiential knowledge as a source of authority. Users share personal success stories, often accompanied by before-and-after imagery, effectively creating persuasive narratives that frame Ozempic as a transformative tool for weight management and enhanced self-image. This shift foregrounds subjectivity and lived experience over clinical endorsement, democratizing but also complicating health knowledge dissemination.
The study delves into the communicative mechanisms by which Ozempic off-label use is normalized and valorized online. Hashtags, viral challenges, and meme culture play critical roles in embedding the drug within lifestyle discourses. This reframing from solely a medical intervention to a desirable aesthetic enhancement intersects with broader sociocultural trends prioritizing slimness and health optimization. The research highlights how the symbolic capital accrued through participation in such digital communities reinforces drug desirability, thereby potentially influencing patterns of pharmaceutical demand and self-medication practices.
Importantly, Kartal and Günaltay address the ethical and public health implications arising from this social construction. Off-label consumption without medical supervision carries inherent risks, including adverse side effects and interactions which may not be fully understood by lay consumers. The viral spread of unregulated health claims can undermine public trust in healthcare systems and regulatory bodies, complicating efforts to ensure safe medication practices. This tension reflects a critical challenge in contemporary pharmacoepidemiology where digital culture and medical governance intersect.
From a methodological perspective, the authors utilize discourse analysis to critically engage with the linguistic and visual modalities that constitute Ozempic’s online portrayal. The analysis reveals a nuanced interplay between persuasive rhetoric, affective appeals, and visual semiotics that collectively function to establish Ozempic’s desirability beyond its indicated use. This multimodal approach allows the study to capture the complexity and dynamism of online health narratives in a way that quantitative methods may overlook.
The study also situates the Ozempic social media phenomenon within a broader historical context of off-label innovation and pharmaceutical repurposing. While off-label prescribing is a longstanding clinical practice often motivated by unmet therapeutic needs, the digital age has transformed this landscape by enabling direct-to-consumer dissemination of drug information. This shift raises important questions about the evolving boundaries between clinical authority and consumer agency in medical decision-making.
Kartal and Günaltay’s findings offer valuable insights for healthcare professionals, policymakers, and social scientists interested in the intersections of medication use, digital culture, and public health. Their work advocates for proactive engagement with social media discourse as part of public health strategy, recognizing platforms as vital yet challenging arenas for health communication. Monitoring and dialoguing with online communities could facilitate more informed and responsible usage of medications such as Ozempic in off-label contexts.
The research underscores the necessity for enhanced digital literacy initiatives that equip consumers with critical tools to evaluate health information encountered on social media. The viral allure of Ozempic’s off-label benefits needs to be counterbalanced by accessible, evidence-based guidance on potential risks and contraindications. Health communication strategies must adapt to the fragmented and often contradictory nature of online medical information ecosystems to safeguard individual and public wellbeing.
Furthermore, the study raises important considerations regarding pharmaceutical companies’ roles in the propagation or containment of off-label discourse. While strict regulatory frameworks limit promotional activities, pharmaceutical entities cannot entirely control user-generated content on social media. This reality demands nuanced regulatory and corporate social responsibility approaches that consider the mediated landscapes where medical knowledge circulates.
Intriguingly, the research also points to the affective dimensions driving Ozempic’s popularity. Beyond weight loss, users frequently associate the drug with enhanced self-esteem, social acceptance, and aspirational identities. This emotional investment fuels continued engagement with off-label narratives and propels the drug’s viral dissemination, illustrating how pharmaceutical consumption intersects with psychosocial dimensions of health and identity.
Kartal and Günaltay propose that this case study can serve as a template for analyzing other emerging pharmacological discourses within digital milieus. The dynamic and participatory nature of social media communication demands interdisciplinary frameworks that integrate sociological, medical, and communication science perspectives to comprehensively address the challenges posed by off-label drug social construction.
In conclusion, the study presented by Kartal and Günaltay marks a critical contribution to understanding how contemporary social media environments reconstruct the meanings and uses of pharmaceutical agents such as Ozempic. Through empirical and theoretical rigor, it illuminates the intricate processes by which off-label drug use becomes socially constructed and widely adopted beyond traditional medical oversight. This phenomenon invites ongoing scholarly attention and strategic public health responses in an increasingly digitized pharmaco-epistemic landscape.
As the boundaries between formal medical practice and informal health communication continue to blur, insights from this study foreground the urgency of informed, contextualized engagement with social media-driven health phenomena. Ozempic’s trajectory from diabetes treatment to viral weight-loss agent exemplifies the transformative power of social narratives in shaping drug use behaviors and highlights the evolving challenges of safe and ethical pharmacotherapy in the digital age.
Subject of Research: The social construction and discourse of off-label Ozempic drug use on social media platforms.
Article Title: The Social Construction of Off-label Drug Use: A Case Study of Ozempic Discourse on Social Media.
Article References:
Kartal, N., Günaltay, M.M. The Social Construction of Off-label Drug Use: A Case Study of Ozempic Discourse on Social Media. Int J Ment Health Addiction (2025). https://doi.org/10.1007/s11469-025-01599-8
Image Credits: AI Generated
DOI: https://doi.org/10.1007/s11469-025-01599-8
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