Pinterest has banned all ads with weight loss language and imagery, including ads that idealize or denigrate certain body types, it said on Thursday.
The digital pinboard site said it would also not allow ads with testimonials about weight loss or weight loss products, or ads referencing Body Mass Index (BMI) or similar indexes.
“This stance makes Pinterest the only major platform to prohibit all weight-loss ads. It’s an expansion of our ad policies that have long prohibited body shaming and dangerous weight loss products or claims,” the company said in a blog post.
Our 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 that promote healthy lifestyles, habits, or fitness services and products will still be allowed on the platform if they do not “focus on weight loss.”
The company says it developed the policy with guidance from the National Eating Disorders Association.
Pinterest’s head of policy, Sarah Bromma, said in an interview that the rule change prioritized Pinterest users’ “emotional and mental health and wellbeing, especially those directly impacted by eating disorders or diet culture or body shaming.”