The complaint was lodged by consumer watchdog Choice, which claimed Roche was directly targeting one of the show Australian Idol's biggest audiences, girls aged 13 to 17.

Xenical is one of the few drugs that can be advertised direct to consumers in Australia, after it was relisted as an over-the-counter medication. A half-strength version of Xenical currently is awaiting FDA approval to be sold over-the-counter in the United States under the name alli (pronounced Al-EYE).

Handing down its decision, Australia's Therapeutic Goods Advertising Code Council said Roche had breached the code which prohibited "inappropriate or excessive use" of drugs.

It said the advertisement neglected to state that the drug was only designed for obese people with a body mass index (BMI) over 29 or for overweight people with a BMI over 26 and other risk factors.

But it said that after reviewing demographic and ratings data, it did not believe the advertising was "directed to minors."

Roche was ordered to pull the ad and alter its campaign "to withdraw the unqualified representation that Xenical is suitable for anyone who wants to lose weight."

Choice health policy officer Viola Korczak said the Australian Consumers Association was disappointed the penalty could not be harsher, and urged consumers to write to the National Drugs and Poisons Scheduling Committee to request Xenical be rescheduled as a prescription-only medication.

David Henry, a professor of clinical pharmacology at the University of Newcastle, said Xenical was "inappropriate" for direct advertising.

"The marketing is more about appearance than health and that's the wrong message for the public," said Henry.