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

Tristar Products (UK) Ltd
- Upheld
- Television, Internet (video)
- 07 December 2016
A Teleshopping presentation and a YouTube video for Tristar Products (UK) Ltd, seen on 11 July 2016, which promoted Slim Panties:

a. The TV ad featured a voice-over which stated, “The secret lies in its extra wide compression band which helps to visually tighten and tone your tummy and the most common pro...
Diet Chef Ltd
- Upheld
- Television
- 26 October 2016
A TV ad for Diet Chef, seen in July 2016, featured a character, Cheryl, talking to her former self two months after starting Diet Chef. The voice-over stated, “Two months after starting with diet chef Cheryl meets her former self.” The former and current Cheryl then had a conversation, “I know how you feel, you can ...
Suki Shufu LLP
- Upheld
- E-mail
- 12 October 2016
An email, for activewear clothing company Suki Shufu, dated 23 July 2016, featured a woman, photographed from the waist upwards, wearing a cropped sports top.
People Tree Ltd
- Not Upheld
- Internet (on own site)
- 21 September 2016
A product listing on www.peopletree.co.uk, for the Zandra Rhodes Lipstick Asymmetrical Dress, seen in June 2016, featured an image of a model wearing the dress.

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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Latest rulings

Tristar Products (UK) Ltd

Diet Chef Ltd

Suki Shufu LLP

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