The sponsorships, valued in the hundreds of thousands of pounds, funded advertising campaigns, pharmacist training and the creation of patient resources. In return, pharmacies supplied Novo Nordisk with detailed reports on prescription numbers, advertising performance and patient demographics. While Novo Nordisk insists these sponsorships adhered to industry standards, critics have raised concerns about the ethical implications of such financial ties. The company's sponsorship practices also drew regulatory scrutiny. In 2022, Novo Nordisk signed a $119,000 (95,000 pounds) deal with Boots to fund training and advertising for its weight-loss services. Additional deals with other pharmacies provided free supplies and marketing materials. However, in October 2024, the UK's Prescription Medicines Code of Practice Authority (PMCPA) ruled that these arrangements violated industry codes, citing a lack of partnership independence and inadequate safeguards against incentivizing prescriptions.