For many Americans who tuned in to watch the Super Bowl earlier this year, it was a surprise to find themselves fat-shamed during the ad break.

“Obesity is America’s deadliest epidemic,” a voiceover said, as images of wobbling bellies, greasy burgers and giant apple pies flashed across TV screens.

The Super Bowl’s 127m-strong audience, who were tucking into an estimated 1.5bn chicken wings during the event, were warned that “obesity leads to half a million deaths each year”.

But Hims and Hers, the US online medicines company behind the ad, said people should not blame themselves.

Instead, its advert claimed that “the system” was keeping them “sick and stuck”, adding that “there are medications that work, but they’re priced for profits, not patients”.

To the relief of viewers, Hims and

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