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 (own site)
- 14 April 2021
A Facebook post promoting spice mixes was banned as the product’s name implied that it could help consumers lose weight.
Bio-Medical Research Ltd t/a Slendertone
- Upheld
- 10 March 2021
A TV ad for a toning belt was banned for misleadingly implying that the product was able to affect the size of the waist by visibly firming and toning the abdominal muscles.
Skinny Tan Ltd in association with Elly Norris
- Upheld
- Social media (influencer or affiliate ad)
- 03 February 2021
Two Instagram stories by an influencer promoting a beauty product were banned for applying a filter which misleadingly exaggerated the effect the product was capable of achieving.
L(A)B Life and Beauty
- Upheld
- Internet (on own site)
- 16 December 2020
A website post and three Facebook posts by a skin and healthcare company were banned for claiming its belt product could help consumers lose weight without substantial evidence to support the claim.

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.

Latest news

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Latest rulings

Not Guilty Food Co Ltd t/a The Skinny Food Co

Bio-Medical Research Ltd t/a Slendertone

Skinny Tan Ltd in association with Elly Norris

L(A)B Life and Beauty

Help getting it right

Popular advice

Enforcement Notice: Advertising of prescription-only weight-loss treatments

Social Responsibility: Body Image

Guidance on the level of substantiation expected in health, beauty and slimming claims

Relevant codes

13 Weight control and slimming

12 Weight control and slimming