This Advertising Guidance relates to slimming and weight loss claims.  It covers the importance of ensuring slimming products, treatments and plans are nutritionally well balanced and advertised responsibly, as well as the need for all efficacy claims to be supported by robust clinical evidence.

The guidance outlines the type of claims which will always be considered unacceptable - including those in relation to cellulite -  the prohibition on the advertising of prescription-only products and what is considered an acceptable and responsible amount and rate of weight loss.  It also covers the requirements of the Code in relation to references to, and claims about, obesity.

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