CONTENT WARNING: this post talks about Weight Watchers and medications used for weight loss.

We have been dissing Weight Watchers here for a long time, from Sam’s “I hate you, Weight Watchers” post more than a decade ago to my “Oprah: Eating Bread, Making Bread,” when Oprah took shares in the company and joined the board in 2016. It’s a business. Businesses are interested in making money. Oprah is a brand unto herself. She too is interested in making money.

The culture of weight loss and diet has a well-entrenched stronghold still today, but the oppositional voices are getting louder. Many of us here at the blog are fans of the Maintenance Phase podcast and host Aubrey Gordon’s book about weight loss myths. We’ve read Kate Manne’s Unshrinking and written about it. And we’ve consistently talked about body image, body acceptance, anti-diet perspectives, the disentangling of size and health, rejection of body-shaming — too many posts to count.

And so it was with interest and not a little bit of suspicion and skepticism that I tuned in to the Oprah/Weight Watchers YouTube livestream “event” the other day to find out what new message WW could possibly be peddling under the title: “Making the Shift: A New Way to Think about Weight.” Could they finally, finally be changing to a new narrative that, despite their brand, is NOT about weight loss?

We have been here before, where they have gone from “Weight Watchers” to “WW,” and where they have gone from “dieting” to “lifestyle” and “healthy habits.” None of these shifts has been enough to change their game entirely. I mean, in the end their users are joining to lose weight. What, I wondered, are they up to now?

The event started off inspiring confidence that maybe, just maybe, real change is afoot. Oprah, in her “girlfriend” way, started with a story of total humiliation during her first appearance on the Tonight Show in 1985, when Joan Rivers asked her how she gained “the weight” and had her promising to lose 15 pounds by the end of the show (after which she gained 25). She lamented her contribution to narratives of “weight loss success” over the years, including pushing liquid diets as a path to weight loss. She claimed that one of her career lowpoints, about which she is filled with regret, is that time she rolled a cart of fat equalling in weight the fat she’d lost, onto her stage.

But in her preamble, right after she told her stories, she identified obesity as a “disease” for which no one should carry shame. We should all, she said, love our bodies. She listed of a range of possible ways to go, none of which anyone is obligated to pursue. You do not deserve to be shamed, she said, “whether you choose to start moving more, whether you want to eat differently, whether you want to change your lifestyle, whether you want to take the medications, or whether you choose to do absolutely nothing.” To be satisfied the way you are, where you are, is totally “up to you.” Then the CEO of Weight Watchers, Sima Sistani, came on and apologized for her company’s contribution to diet culture and the harm it has caused to the people who did not reach their goals on their program.

This “event” is part of a series of media moments paving the way for Weight Watchers to start promoting the use of weight loss medications. This is not brand new news, but it was news to me. And I have to say, if you had asked me to predict that “we should all love ourselves without shame” would end up at “and if that includes taking medications to lose weight so you can conform to the cultural standard for acceptable bodies,” I would not have landed there.

With the diet/points program failing to help people achieve long-term weight loss (because diets don’t work), it had two choices: become irrelevant or start encouraging people to take medication. I’ve had it pointed out to me that in some ways this strategy is more on point with the truth of what is required for successful weight loss. And that may be the case.

What I find most egregious about the live-stream is the mixed messaging. I have never thought that the only reason diet culture is harmful is that it’s almost impossible to lose weight and keep it off. That is a harm, to be sure, if people are going to continue to chase an unattainable goal and support the industry that promotes it. But I continue to think that more serious harm is that it reinforces the idea that the only acceptable body type is slimmer. Whether through diet or exercise or medication, weight loss is still the goal. Are we resigned to maintaining this picture and keeping weight loss as a life goal?

This tweak to the weight loss narrative adds a further layer of personal responsibility onto a problem of cultural harm. Keep in mind too that the drugs work by making it easier to consume fewer calories. So in the end, they reinforce the connection between calorie intake and weight gain or loss, thus offering credence to the view that dieting would work but for the dieter eating more than they “should.”

If we could rewrite that conversation with Oprah and Joan Rivers, the gist of it would still be that Oprah should lose the weight, and if that means taking the meds, then take the meds. But is it not more concerning still, is it not, that Joan Rivers felt she had the right to call out Oprah’s size (at all, nevermind so publicly on national television)? Of course Oprah has now very publicly affirmed her use of the new weight loss drugs, like Ozempic, for the purposes of weight loss. And these have now been built into Weight Watchers’ business plan.

It’s tricky of course. No one wants to say we don’t have choices, and that if people opt for a certain choice that’s their business. But there is a tension in broadening the range of pathways to body-acceptance to include new forms of weight loss. It falls into the same category of tension, I think, as anti-aging cosmetic procedures like fillers and surgeries. The more people opt for these “treatments,” the more the prizing of youthful appearance and the rejection of aging faces and bodies remains the normative standard. Does that mean these things shouldn’t be available as options? No. But does it mean that there would be less harm and more opportunity for a healthier and more realistic range, if fewer people chose them. And it would be better if we didn’t feel that normative pressure so strongly. But it’s tough to be an outlier and it takes energy, effort, and awareness to reject the messaging.

To me Oprah + Weight Watchers + weight loss meds is a scary trifecta. The mixed messages have hit a new low. Their contribution to the fear of being fat has not stopped. It has simply evolved with the times to generate a new and profitable income-stream.