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

John Mills Ltd t/a JML Direct
- Upheld
- Television
- 04 August 2021
An ad for a Whole-Body Vibration device was banned for unsubstantiated medical claims.
Max Mara Fashion Group Srl
- Upheld
- Magazine (paid ad)
- 05 May 2021
A magazine ad for a clothing retailer was banned for including a model who appeared unhealthily thin.
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.

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

John Mills Ltd t/a JML Direct

Max Mara Fashion Group Srl

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

Bio-Medical Research Ltd t/a Slendertone

Help getting it right

Popular advice

Multi-Level Marketing

Social responsibility: body image

Body image - call for evidence

Relevant codes

13 Weight control and slimming

12 Weight control and slimming