Pinterest bans weight loss language in ad policy update

Pinterest has introduced a ban on advertising that features weight loss language and imagery across its platform in a bid to promote body neutrality and acceptance. 

The platform’s updated ad policy also prohibits testimonials regarding weight loss or weight loss products, language or imagery that idealises or denigrates certain body types, references to BMI or similar indexes, and products that claim weight loss through something worn or applied to the skin. 

This is in addition to ad content that is already barred from Pinterest, including ‘before-and-after’ weight loss imagery, body shaming, claims regarding unrealistic cosmetic results and appetite suppressant products. 

Pinterest is also blocking all searches for keywords on the platform related to eating disorders or terms suggesting a restrictive mindset.

Pinterest head of policy, Sarah Bromma said: “People of all ages are facing challenges related to body image and mental health, particularly as we emerge from the Covid-19 pandemic and kick-off the summer season. We believe updating our advertising policy globally to prohibit all ads with weight loss language and imagery is an important step in prioritising the mental health and wellbeing of our Pinners and fostering a place on the internet where they can be themselves, embrace their bodies regardless of shape or size, and feel comfortable with who they are.”

To promote the updated policy, Pinterest is offering a variety of wellbeing activities, developed by emotional health experts. Pinners can simply search for #Pinterestwellbeing to explore gratitude and self-compassion exercises, along with other interactive mood-enhancing practices.