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Weight control: Cellulite
held in the first instance (Lamphall Ltd, 11 December 2013). See Weight control: Medical … Procedures and Weight control: testimonials. What about medicinal products? Marketers … products Regulatory Agency (MHRA). See Health: Medical devices. See Weight control: General
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Weight control: Chitosan
Chitosan is often sold in tablet form as a “fat binder” and it is claimed that the product is effective at limiting fat absorption in the body. Marketers should tread carefully when promoting Chitosan, due to a lack of sufficient evidence to support such claims. • Consider whether your product is a medical device or a food • Don’t make efficacy claims • Don’t underestimate the level of evidence required • Beware of making safety claims • Don’t encourage irresponsible use Consider whether your product is a medical device or a food While some marketers refer to fat binders as “supplements”, if the product is classed as a medical device, it won’t also be considered a food supplement for the purpose of the CAP Code. If the product is classed as a medical device, marketers should ensure that they hold rigorous product specific scientific data, which proves that a medical device which acts as a fat binder can work as described (rule 12.1). See Weight control: Fat binders. Under The Medical Devices Regulations 2002, all medical devices must be appropriately certified and be registered with the Medicines and Healthcare products Regulatory Agency (MHRA). See Healthcare: Medical devices. If the product is not a medical device, it is likely to be considered a food supplement and therefore the Food rules (Section 15) will apply, in addition to any relevant Weight control and slimming rules (Section 13). Weight loss claims are considered to be health claims and are only permitted if they are authorised on the GB (NHC) Register. See Weight control: Food and Food supplements and Food: Health claims. Be mindful of making efficacy claims for medical devices The ASA has ruled against ads promoting products containing Chitosan as “fat binders” and claims that Chitosan works in the human gut to limit the absorption of fat into the body (Direct Healthcare Ltd, 28 March 2012). Despite the submission of a number of published articles and many documents in support of claims for efficacy, the ASA or CAP are yet to be convinced about the weight loss capabilities of Chitosan. As such, marketers should not make any efficacy claims whatsoever, unless they hold robust evidence consisting of product specific clinical trials on human subjects. See Substantiation for health, beauty and slimming claims. Don’t underestimate the level of evidence required Much of the evidence that the ASA has reviewed in relation to efficacy claims for Chitosan containing medical devices has included studies conducted on animals and on human subjects but has related to the management of hypercholesterolaemia, rather than to weight loss specifically (Rainbow Corporation Pte Ltd, 20 October 2010). Other evidence submitted has not been product specific or carried out on human subjects (Direct Healthcare Ltd, 28 March 2012) and as such, fell short of the level and type of evidence required. Beware of making safety claims The Code prohibits marketers from promoting any product as being safe or effective, merely because it is “natural” (rule 12.10). Claims such as "Since it is an entirely natural product, Xipisan causes no side effects, no chemical alteration of the bodys [sic] metabolism, no dangerous dehydration nor depression” and " ... diet pill with no side effects" have been ruled in breach of rule 12.9 (Famous Rainbow Corporation Pte Ltd, 20 October 2010). Don’t encourage irresponsible use Marketers must not encourage consumers to use a product irresponsibly, including using a product to excess (rule 12.9). The claim "If you want to lose weight normally, take one capsule before each meal. If you feel you are very overweight, take up to two capsules before each meal ... ", for a Chitosan containing product, was found to breach the Code in this way (Famous Rainbow Corporation Pte Ltd, 20 October 2010). Marketers are advised to read Weight control: Fat binders and other entries on “Weight control".
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Weight control: Complementary therapies
CAP understands that there is little convincing evidence for the effectiveness of complementary therapies for reducing body weight. See guidance on the level of substantiation expected in health, beauty and slimming claims for the evidence the ASA expects. Hypnotherapy Other therapies Homeopathic products Testimonials and before and after photos Obesity Hypnotherapy The ASA and CAP are likely to accept that hypnotherapy might be able to help subjects who really want to succeed in controlling food addictions or cravings, however, marketers must implicitly or explicitly state that willpower plays a role, and should not suggest that achieving that control is easy or guaranteed (Rule 12.8). Marketers should not imply that hypnotherapy alone causes weight loss, and nothing in the ad should undermine the need to control calories (Leamington Hypnotherapy Clinic, 27 March 2013). See Health: Hypnotherapy. Marketers promoting hypnotic gastric bands should ensure they do not guarantee results. Prominence must be given to the role of the diet and ads should not give the impression that dieters cannot fail or can eat as much as they like and still lose weight. In May 2023, the ASA ruled against a social media post which stated “We currently have our ‘Hypnotic Gastric Band Program’ on special offer. Our Hypnotic Band has been used by thousands of people worldwide. It provides the perfect solution for people who are not able to exercise or do not want to forbid certain foods from their diet”, “Order now and have it to use whenever you are ready to make your hypnotherapy weight loss journey” and “95% Success Rate”. It featured before and after photos of a woman who was visibly slimmer in the second image and the claim “Virtual Gastric Band 3 week program. 3 weeks is all we need”. Because the advertiser was unable to provide evidence that the advertised product acted like a gastric band, had a 95% success rate or would result in noticeable weight loss within three weeks the ASA ruled that the ad was misleading (Pure Clear Minds Ltd, 10 May 2023). Other therapies The ASA ruled against an ad for chiropractic treatment which stated, “A re-charged nervous system, Increased energy levels, Improved immune function, A healthy toned body?” because while it understood that chiropractic treatment could influence muscle tone, the objective claims in the ad would need to be supported by a high level of scientific evidence, which had not been presented (Advanced Wellness Chiropractic Clinic, 1 May 2013). See Chiropractic. The ASA also received complaint that a therapeutic couch could break down cellulite, decompose fat, produce the same effect as running 20-30 km, burn up to 1000 calories and improve the cardiovascular system. The ASA considered that the ad contained breakthrough claims that required a body of robust scientific evidence, such as clinical trials conducted on people, in order to substantiate them, which the advertiser was unable to show (Nuga Best UK & Ireland, 30 March 2011). In April 2013 the ASA upheld a complaint about an ad for Crystal therapy, which claimed to treat a variety of conditions as well as making claims about weight loss because the marketer was unable to substantiate their claims (Spirit Walker Crystals, 17 April 2013). See Crystal therapy. The ASA has upheld complaints that challenged weight loss claims made about traditional Chinese methods, and it has seen no evidence to suggest that acupuncture, acupressure or herbal treatments can result in weight loss (Chinese Medicine Centre, 14 January 2004; Acu Herbs Chinese Medicine Centre, 3 April 2004, and Great Chinese Herbal Medicine Ltd, 7 December 2005). See Therapies: Chinese herbal medicine or traditional Chinese medicine Homeopathic products Rule 12.20 of the Code states that homeopathic medicinal products must be registered in the UK. Any product information given in the marketing communication should be confined to what appears on the label. And marketing communications for an unlicenced product must not make a medicinal claim, therapeutic claim or refer to an ailment, unless authorised by the MHRA to do so. A complaint about a website promoting homeopathic products which accompanied a 1250-calorie weight loss program was Upheld by the ASA. The ASA considered that an ad which stated, “Slenderiix ... alleviates hunger as it flushes fats and toxins from our systems… signals your hypothalamus to mobilize fat out of your body's fat storage areas makes it available for you to burn as you go…begin to curb your hunger and release fat stores to help feed your body…it optimizes absorption of everything you eat and drink…” made medicinal claims in relation to unlicensed products (Slenderiiz UK, 11 June 2014). See Health: Homeopathic medicines Testimonials and before and after photos Marketers should hold signed and dated proof to demonstrate that a testimonial is genuine, but testimonials that are not supported by trials do not constitute adequate substantiation (13.1). See Weight control: Testimonials Obesity Marketers who are not suitably qualified should not reference or otherwise target people suffering from obesity, because obesity is frequently associated … linoleic acid (CLA) Weight control: Glycaemic index (GI) … Weight
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Weight control: Exercise
alongside a good diet are likely to be acceptable. See Weight control: General, Weight … control: Exercise devices and other “Weight control” entries. … stated time period (for example, “lose 8lb in a month”) are not permitted for any weight
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Weight control: Garments
It is legitimate to market tight-fitting or figure-enhancing garments as offering short-term loss of girth and the temporary appearance of weight loss. However, loss of girth must not be portrayed as permanent or confused with weight or fat reduction (Rule 13.12). Neither the ASA nor CAP has seen evidence that garments, such as textured shorts, girdles and body sculpting underwear, can result in weight or fat loss, or that they can improve tone by increasing body temperature, perspiration level or resistance. In 2012 the ASA considered that claims that a garment could “melt away toxins and fat” and that one could “Lose up to 5 inches from your waist and hips” and "Drop a dress size instantly” would be understood to be weight or fat loss claims, and because the advertiser did not provide sufficient evidence to support the claims, the complaints were upheld (8 London (International) Ltd, 28 August 2013, Celu-Lite Ltd, 22 August 2012) Similarly, an ad for leggings which stated, “SlimTech technology which is designed to accelerate fat loss” was found to be misleading because the marketer was unable provide the ASA with sufficient evidence to support the stated claims (Debenhams Retail plc, 17 April 2013). In 2020 the ASA considered advertising claims that a ‘Fat Freezing & Inch Loss Belt’ would “freeze stubborn fat cells which the body then expels naturally” and told users that they could “Lose inches in a few weeks without changing your diet or exercise, spot target areas you want to lose weight from like stomach, thighs all at home”. In that case the advertiser failed to respond to challenges of efficacy and was therefore unable to substantiate the claims (L(A)B Life and Beauty, 16 December 2020). More recently, in 2022, the ASA found that an ad for corset-style shapewear misleadingly equated the advertised product with weight loss surgery and implied that its effects were permanent rather than, at best, a short term reduction in girth caused by compression. They also criticised the advertiser for exploiting people’s insecurities around body image (Person(s) unknown, 10 August 2002). See Weight Control: General, Weight Control: Obesity Weight Control: Cellulite and other “Weight Control” entries Also see Guidance on the level of substantiation expected in health, beauty and slimming claims.
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Weight control: Medical procedures
The Copy Advice team is asked to advise on ads for stomach stapling, liposuction, liposculpture, laser lipolysis, focused ultrasound, tummy tucks and other weight control procedures. Such procedures might be offered in the UK or abroad. Substantiation Social responsibility Before and after photos Pain and safety Specific body parts Consultation Ad labelling Substantiation As with all objective claims, advertisers must hold rigorous evidence that their products or services work in the way their ads claim. The ASA upheld a complaint for i-Lipo, a non-invasive procedure because it had not seen suitable evidence which showed that the treatment could reduce fat and improve the appearance of cellulite, both of which were considered to be breakthrough claims (The Contour Clinic, 21 August 2013). See Weight control: Cellulite. The ASA also found that weight loss claims for a ‘cryo-belt’ had not been substantiated (L(A)B Life and Beauty, 16 December 2020). CAP has no objection to proven procedures being advertised as long as the procedures are carried out under the supervision of a suitably qualified health professional. More information can be found at http://www.cqc.org.uk. Marketers should nevertheless hold evidence in the form of clinical trials, to support efficacy claims. Marketers should not state or imply that a device is medically certified if it is not (Advanced Esthetics Solutions Ltd, 13 November 2013). Social responsibility Marketers of cosmetic surgery abroad should bear in mind that linking surgery to a holiday may trivialise the decision to undergo the procedure. (Estheday and Egemed Hastaneleri, 10 May 2023). If advertising a package, marketers can mention elements of the package, such as hotels and flights, but ads should first and foremost present the service as cosmetic surgery rather than a vacation. Ads should not exploit the vulnerabilities or insecurities of their potential clients; the ASA ruled against an ad that referred to “inner beauty” and “permanent beauty”. These references, alongside the image of a slim woman holding a balloon while she pointed to her stomach, and an illustration of a gastric balloon in a stomach, implied that having a body that did not conform to prevailing beauty standards of slimness was a problem that could be rectified by surgery. (Aspro Atlantic Medikal Turizm Ticaret Limited Şirketi, 27 September 2023). The term “mommy makeover” in an ad for tummy tucks and liopsuction was also ruled to be irresponsible because it exploited mothers’ insecurities around body image. (Grand Clinic, 11 October 2023) See Cosmetic Interventions: social responsibility, Social responsibility: Body image, Cosmetic surgery Before and after photos CAP and the ASA regard the use of before and after photos in the same way as testimonials. Marketers should therefore ensure that they meet the requirements of rules 3.47 to 3.50 and 13.1 of the CAP Code, and note that testimonials which are not supported by trials do not constitute adequate substantiation. They should … . (Doctor Burgos de la Obra SLP 18 October 2023) See Weight control: General, Weight … control: Prescription-only medicines, Weight control: Cellulite, Weight control: Garments, Weight control: Exercise devices.
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Weight control: Fat binders
Weight Control and Slimming rules (section 13). Claims linked to fat reduction or … advice on Weight control: Food and Food supplements What about obesity references
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Weight control: General
to read the associated entries on “Weight control" linked below. Prescription-only … notice against marketers advertising the medicine to the public. See Weight control: Prescription … the form of clinical trials. See Weight control: Claims in names Obesity Overweight is
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Weight control: Body wraps
gained from water loss. See Weight Control: General, Weight Control: Obesity … , Weight Control: Cellulite and CAP Guidance on Substantiation for health, beauty and slimming claims.
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Weight control: Testimonials
weight control products and services (rules 3.47 to 3.50) The rules indicate that testimonials … , factual claims in testimonials, including those for weight control products and services, must not … that customer testimonials are not evidence of efficacy. The Weight Control section of the Code
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Weight control: Calorie-controlled diets
Advice on Weight control: Food and food supplements. Safety and social responsibility … is directly or indirectly referenced in the advertisement. See Weight control: Prescription … -only medicines See other entries in the ‘Weight Control: General, Weight control: pills
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Weight control: Glycaemic index (GI)
What is the glycaemic index? Classifications Claims for foods What is the glycaemic index? The glycaemic index (GI) is a rating system for foods containing carbohydrates according to their effects on blood sugar levels. The GI takes the total available carbohydrate in a food into account. A food may contain fats and other components that result in a rise in blood sugar, the effects of which are not reflected in the GI. The glycaemic load (GL) of food is a number that estimates how much the food will raise a person's blood glucose level. It is measured by multiplying the glycaemic index of the food in question by the carbohydrate content of the actual serving (Glycaemic load (GL) = GI of a food x amount carbohydrate in an average serving (g). Factual statements of the GI value of a food should be based on that standard methodology, ideally measured in a laboratory that adheres to a suitable Quality Assurance scheme. Published tables list the GI of many commonly consumed foods (for example, Foster-Powell K et al, 2002). CAP and the ASA are likely to use reputable published tables as a substitute for specific testing if the food in question is equivalent in nutritional content and extent or type of processing. Classifications Classifications should be based on these established cut-offs: Glycaemic index • High GI: 70 or more • Medium GI: 56 to 69 • Low GI: 55 or less Glycaemic load per meal or food • Low GL: 10 or less • High GL: 20 or more Glycaemic load per day • Low GL for the day: 80 or less • High GL for the day: 120 or more Claims for foods CAP believes that it is inappropriate to make low GI claims for foods such as meat and unsweetened dairy products that contain few or no carbohydrates. Low GI or low GL diets are not necessarily low in calories. Low GI foods may be recommended for weight loss only as part of a calorie-controlled eating plan and as part of a balanced diet. The GI of a standard food can be altered by factors such as combining low GI foods with high GI ones to give a medium GI meal, the pH of the meal (for example, adding lemon juice lowers GI), processing, cooking or the presence or addition of amylose or amylopectins. The addition of ingredients to lower the GI of high-calorie or high-fat foods cannot be used as the basis of weight loss claims. Marketers promoting a food (including soft drinks) or food supplements in relation to weight should take the Food Rules into account and note that weight loss and other claims of this nature, which directly result in an effect on one’s health, are considered to be health claims for the purposes of Section 15 of the Code. Article 2 of Regulation (EC) 1924/2006 on Nutrition and Health claims made for Foods, defines a health claim as “any claim that states, suggests or implies that a relationship exists between a food category, a food or one of its constituents and health...” A health claim for a food should only be made if the claim is “authorised” and listed on the Great Britain nutrition and health claims (NHC) register (15.1). See Weight control: Food and Food supplements. The claim "slow release energy" is likely to be considered a health claim and should comply with Section 15 of the Code. The ASA ruled that a claim that implied that, because fructose had a lower glycaemic index or load, it would provide the health benefit of a slower and lower rise in blood glucose levels compared to foods containing sucrose or glucose was a specific health claim and so should only be used if authorised. (Frank's Ice Cream Ltd, 29 March 2023). High fat, low carb diets might also fall under this definition. As always, advertisers must ensure they don’t offer treatments for serious medical conditions, like obesity, and that any diet plans they offer are nutritionally well balanced. Most importantly, they should ensure that any claims they make can be substantiated: Substantiation for health, beauty and slimming claims. (ASC Twelve Ltd, 13 February 2019). Consumers are likely to understand changing or restricting what they eat to be a diet and marketers should therefore not describe such programmes … control: Calorie-controlled diets, Weight control: Testimonials. … Weight
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Weight control: Prescription-only medicines
2020 the ASA upheld complaints about social media ads for a prescription-only weight control product … for non-POM products are also subject to the rules on Weight control and slimming and social
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Weight control: Claims in names
that the implied weight control efficacy will not take place as this would likely be seen to … communications for alcohol must not make any health, fitness or weight-control claims. The only permitted … permitted to make health or weight-control claims for alcoholic products, the trademarked name breached
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Weight control: Food and Food Supplements
compliance with Regulation (EC) 1924/2006 Health claims (general) Health claims (weight control) A … (weight control) Marketers promoting a food, soft drink or food supplements in relation to weight … Ovira Australia, 6 August 2025. See Weight control: Claims in names GLP-1 POM comparisons
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Weight control: Pills, medicines and patches
just one study. Objective claims, whether direct or implied, in ads for weight control products … control: Fat binders and Weight control: chitosan. If the product is not classed as a … (section 15) will apply in addition to any relevant Weight Control and Slimming rules
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Weight control: Conjugated linoleic acid (CLA)
prohibited for all foods (Rule 15.6.2) See Weight control: Food and Food Supplements … claims and other entries on “Food” and "weight control"
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Weight control: Obesity and lifestyle weight management programmes
. See Weight control: General, Weight Control: Testimonials, Weight control: pills medicines and … patches, Weight control: Food and Food Supplements, Therapies: Nutritional Therapy and other “Weight control” entries