In an Instagram ad for online weight-loss service NextMed, a young woman grips the skin on her stomach and complains about her “little tummy bag”. In an ad for a similar service posted by the former Instacart chief executive, a model weighed 102 pounds in a yellow bikini, according to the modeling agency's profile.
Digital health startups are racing to cash in on booming demand for diabetes drugs that are effective at losing weight, but some are advertising and prescribing them for people who aren't overweight.
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