Weight Loss Ads Must Be Accurate And Safe, Says ASA

Ads which cry “Lose a stone in 14 days” or “6 lbs lost in a month” must ensure that they are both accurate and that the product which they endorse is medically safe, according to the monthly report from the Advertising Standards Authority (ASA).

The Authority is expecting a proliferation of weight loss ads during the summer months and is warning advertisers to stay within ASA guidelines. “Advertisers must be able to prove that the product, therapy or programme works and the amount of weight lost over a specific period should be compatible with good medical and nutritional advice,” says the report.

Users’ testimonials can be used in a campaign, but they are no substitute for prove of the product’s effect, and all such claims should be supported by rigourous practical trials on people, says the Authority.

Advertising Standards Authority: 0171 580 5555