Pinterest has today announced an updated weight loss ad policy prohibiting all ads with weight loss language and imagery.
In a first that makes Pinterest the only major platform to prohibit all weight loss ads, the move comes as data from Pinterest shows that people are seeking greater ‘body neutrality’.
Body neutrality is a philosophy that you should focus on what your body can do for you rather than what it looks like.
Pinterest has previously blocked all searches for keywords on the platform related to eating disorders, or terms suggesting a restrictive mindset.
Creator and body positivity advocate, Meg Garrod said: “I am so relieved that Pinterest is continuing to combat negativity by banning weight loss ads, as someone who has gone through dieting in their childhood and now sees how toxic diet culture is. This next step will create an even safer environment where all bodies can simply exist without being shamed."
The updated policy will now prohibit:
● Any weight loss language or imagery;
● Any testimonials regarding weight loss or weight loss products;
● Any language or imagery that idealizes or denigrates certain body types;
● Referencing Body Mass Index (BMI) or similar indexes; and
● Any 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:
● Weight loss or appetite suppressant pills, supplements, or other products;
● Before-and-after weight-loss imagery;
● Weight loss procedures like liposuction or fat burning;
● Body shaming, such as imagery or language that mocks or discredits certain body types or appearances; and
● Claims regarding unrealistic cosmetic results
Ads promoting healthy lifestyles and habits or fitness services and products will still be allowed, as long as they don’t focus on weight loss.
Sarah Bromma, Head of Policy at Pinterest, said: “As Pinterest and our Pinner base continues to grow, we remain focused on maintaining a safe, positive, inspiring and relevant Pinner experience.
“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 ad policy globally to prohibit all ads with weight loss language and imagery is an important step in prioritizing the mental health and well-being 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.”
