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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