Weight and slimming

Helpful information on the advertising rules for weight-loss and slimming products and examples of previous Advertising Standards Authority rulings in this area.

Ads for weight-loss and slimming products are allowed to sell us a dream or aspiration, but advertisers need to make sure their claims have a firm foundation in reality. Most of the complaints we receive about weight-loss and slimming products are related to the capability of the product, and this capability being exaggerated in the ad.

The advertising rules state any claim made for the effectiveness of a weight-loss or slimming method or product should be backed by rigorous practical trials conducted on people. Testimonials that are not supported by trials do not constitute adequate evidence.

Claims that specify a precise amount of weight-loss within a specific time period should be avoided. As should claims that state a weight-loss or slimming product can help you lose weight from a specific part of the body.

As well as making sure their ads are honest and don’t mislead consumers, advertisers marketing weight-loss or slimming methods or products should ensure their ads do not exploit vulnerable groups and are prepared with a degree of social responsibility. Ads shouldn’t be targeted at, or appeal to, consumers under-the-age of 18 or those for whom weight reduction is likely to result in a potentially harmful body weight. Ads should never suggest that it is desirable to be underweight.

Furthermore, it is important for advertisers to remember the amount of weight-loss that can be achieved by an individual depends on many factors. It is not the same for everyone and it cannot be guaranteed. This should always be reflected in ads for weight-loss and slimming products and that is why the advertising rules say you cannot state or imply that dieters can’t fail to lose weight when using your product, or that weight loss is permanent.

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Latest rulings

Not Guilty Food Co Ltd t/a The Skinny Food Co
- Upheld
- Social media (influencer or affiliate ad)
- 03 April 2024
An Instagram Reel on Katie Price’s account was not obviously recognisable as an ad, irresponsibly promoted a diet that fell below 800 calories a day, and made weight loss claims for the products shown that aren’t authorised on the GB NHC Register.
Chengyi Daily Department Store t/a Shop1102829235 Store
- Upheld
- Website (paid ad)
- 01 November 2023
A paid-for ad on AliExpress was irresponsible for featuring a model that appeared unhealthily thin and made medicinal claims for an unlicensed product.
Doctor Burgos de la Obra SLP t/a drburgosdelaobra_lipedema
- Upheld in part
- Social media (influencer or affiliate ad)
- 18 October 2023
Ads on Gabriella Lindley’s YouTube, TikTok and Instagram pages were not obviously identifiable as ads.

View all rulings

Weight and slimming

Helpful information on the advertising rules for weight-loss and slimming products and examples of previous Advertising Standards Authority rulings in this area.

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