There is a delicate hand placed atop a bright green box with the brand name Juniper stamped across it. “Only 3% of women would rule out weight loss medication: Lose weight without shame”. I see this brand’s advertisements on Instagram more than any other ads. Probably deriving its name from the evergreen shrub’s needle-like leaves, Juniper is one of the many social-media savvy companies punting weight loss jags online. Juniper’s ads for prescription weight loss are not the only ones I see – just the most aggressive.

My profile has slipped into the target demographic profile for SheMed (“Empowering Women with Personalised Weight Loss Solutions”). Kind Patches promise to help me stay on track with my goals: “The GLP-1 Patch is thoughtfully crafted to support balance and help you feel your best every day”. A teensy model sells me myota’s “Anti-Snack Drink”, a “Metabolic Booster [that] is clinically proven to reduce blood sugar spikes, curb cravings, and support metabolism – all in one simple, tasteless scoop you can stir into any drink”.

I find it, quite frankly, appalling and morally reprehensible. You see, I spent most of my early life battling with disordered eating. And (no pun intended) these jags get under my skin.

My noughties childhood was all low-rise jeans, Paris Hilton, Victoria’s Secret Fashion Shows, and America’s Next Top Model. I was maybe eight or nine when I started chucking my lunch out at school. Certain foods became safe or unsafe. I spent commercial breaks for The Simple Life doing sit ups.

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