ITV star Dr Hilary dropped the bombshell that "miracle" weight loss jab Ozempic could help with lipedema - before admitting there was no evidence to suggest it would work.
He then went on to suggest that exercise was a far better alternative - and following his discussion with Ranvir Singh on an October episode of Lorraine, 50 Ofcom complaints were racked up.
Ranvir exclaimed: "Ozempic is always in the papers - either its a miracle drug or they've got a great PR team!" Dr Hilary agreed: "It's getting a lot of attention isn't it?" before discussing how its use to treat lipedema had been "spreading like wildfire".
The condition typically causes an unusual pattern of excess fat around the legs, bottom and hips and it's common in females. Dr Hilary explained: "It's spreading like wildfire on Facebook but there are no clinical trials to suggest that it should be used in this instance - we need trials to see if it works!"
He added that it was "likely" to be effective, but then went on to balk at the cost. "If everybody who was eligible for weight loss jabs had them it would cost the NHS £20 million," he told viewers.
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Seeming to imply that women suffering the condition should try natural remedies instead, he argued: "Interestingly, research has shown that if we only did the recommended amount of moderate exercise every week that the government are saying, we would actually prevent 3.2 million cases of chronic disease."
It's not clear exactly what viewers were complaining to Ofcom about and whether they were upset by the mention of Ozempic in relation to a condition that it hadn't been proven to work yet, or the suggestion that excess fat was a problem that needed to be reversed.
Viewer discontent could also have related to the suggestion that exercise would sufficiently substitute the need for a weight loss drug, when some with a fitness regime still struggle to shed the pounds.
However, Dr Hilary was adamant that regular moderate exercise could even improve depression, alongside medical conditions like type two diabetes and aches and pains, such as backache.
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As he rounded up his recommended winter health habits, he also advised viewers to steer clear of caffeine for ten hours before bed.
He insisted food shouldn't be consumed within the last three hours of the day and that work should be avoided for the last two, with all forms of screens and technology firmly switched off an hour before heads hit the pillow.
The use of Ozempic - originally a diabetes medication - to treat obesity has been controversial.
Numerous famous faces, including Sharon Osbourne, Oprah Winfrey and Elon Musk have given the meds a try - but they are known for potentially unpleasant side-effects, such as extreme nausea in some people, too.
