CAP, the people who write and maintain the United Kingdom’s advertising code
just published new guidelines regarding the advertising of weight loss products and services.
No longer allowed is:
• Claiming that people can lose a precise amount of weight in a specific period of time.
• Claiming that spot reduction exists.
• Advertising weight loss products or services to minors.
• Implying that weight loss will be permanent.
• Implying that weight loss will be easy.
• Implying that a person can eat whatever they want and still lose.
• Suggesting certain foods can help you lose specific amounts of weight.
• Making claims about services or products not supportable by means of evidence.
• Utilizing testimonials that suggest more than 2lb/wk weight loss.
• Utilizing products that purport to "bind fat".
• Implying vitamin or mineral formulations are beneficial to weight loss.
• Implying that a product or procedure will remove "toxins" from the body.
Included is this amazing statement:
"Obesity is frequently associated with a medical condition
and a treatment for it must not be advertised to the public
unless it is to be used under suitably qualified supervision."
Will United Kingdom advertisers actually FOLLOW those guidelines?
I don’t know, but -- Don’t hold your breath waiting for any similar Guidelines to ever ever show up here in the USA.
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