Pharma giants are bankrolling obesity awareness campaigns globally. In an analysis, Swissinfo examines thorny questions about whether drug advertising bans are still enforceable – or even relevant. In early March, a digital billboard in the train station at Zurich airport caught my eye. It consisted of just a few words on a light green-blue screen: “Adipositas ist nicht Ihre Schuld” (obesity is not your fault) along with a website link, a QR code and a call to consult your doctor. A couple of seconds later, a slide in red appeared with the logo of the US firm Eli Lilly, one of the two major makers of obesity treatments. Over the next month my colleague spotted similar billboards in the French-speaking part of Switzerland, some of which were found next to ads for McDonald’s. Company-sponsored posters, TV commercials and online campaigns on obesity have appeared in other countries from France to India. It’s pretty unusual to see pharmaceutical company logos on advertising billboards …