Olympics and Ozempic: Ethical Concerns Rise as Weight-Loss Drug Sponsorships Draw Criticism

As the Canadian women’s hockey team competed for gold at the Milano Santagiulia Arena, advertisements for the appetite suppressant Wegovy appeared prominently during breaks in the action. This has sparked debate about the appropriateness of pharmaceutical sponsorships at the Olympic Games, particularly for drugs with a focus on weight loss.

Growing Sponsorship Presence

Viewers in Canada have noted a significant increase in advertising for both Ozempic and Wegovy, manufactured by Novo Nordisk, throughout the Olympic broadcasts. The games are being presented as a “presentation” of Ozempic, with frequent calls to “Ask your doctor for Wegovy by name.” This sponsorship trend began in 2024 in Paris and expanded with the addition of Wegovy sponsorship in Milan.

Legal Compliance, Ethical Questions

While the advertisements comply with Health Canada regulations regarding prescription drug advertising – specifically, they do not explicitly state whether the drugs are for diabetes or weight loss – ethical concerns are being raised. Benoit Arsenault, a professor at Laval University’s Faculty of Medicine and researcher at the IUCPQ, questioned whether it’s possible to “even listen to the Olympics in peace without being told that we are not thin enough.”

Conflicting Messages and Body Image

Experts argue that associating the Olympics with weight-loss drugs sends a conflicting message, undermining the emphasis on the health benefits of sport rather than focusing on appearance. Pascale Marceau, a professor specializing in marketing and sports management at UQAM, expressed concern about the “fallacious” link between slimness and health reinforced by these sponsorships. She highlighted the potential negative impact on individuals struggling with body image, particularly young athletes aspiring to follow in the footsteps of stars like Marie-Philip Poulin.

Expanding Partnerships

Novo Nordisk’s involvement extends beyond the Olympics; the company is likewise an official partner of the Professional Women’s Hockey League (PWHL). Marceau points out that showcasing athletes who embody societal standards of physical appearance can contribute to feelings of dissatisfaction among viewers. The timing of these advertisements, coinciding with increased public awareness of these drugs, is also a concern, as access to prescriptions is becoming easier.

Rising Drug Popularity

The popularity of semaglutide-based drugs like Ozempic and Wegovy is growing. A survey conducted by the Agri-Food Analytical Sciences Laboratory at Dalhousie University in November 2025 indicated that nearly one in five Canadian households uses or is likely to apply these medications. CBC News reported on this trend in January 2026.

Financial Motivations

The financial incentives behind these sponsorships are significant. Jacques Nantel, a professor emeritus at HEC Montréal, explained that major events like the Olympics require sponsors with substantial financial resources. Novo Nordisk, with a turnover of nearly $47 billion in 2025, was able to offer considerable financial support.

Future Outlook: Generic Competition

Novo Nordisk anticipates a potential decline in sales in 2026 due to factors such as falling prices in the United States and the expiration of patents for Ozempic and Wegovy in Canada. CTV News reported in January 2026 that Canadian pharmaceutical companies are now permitted to market cheaper generic versions of these drugs. With increased attention on the Olympics, Novo Nordisk is strategically leveraging the event to promote its brands.

Cheaper Alternatives on the Horizon

In January 2026, Health Canada began reviewing submissions for generic versions of semaglutide, the active ingredient in Ozempic and Wegovy, potentially offering a more affordable option for Canadians with prescriptions. CBC News details this development, noting Canada could be the first country to offer these cheaper alternatives.