After a summer of indulgence and relaxation party season looms large on the horizon and people’s thoughts turn towards fitting into their glad rags. Marketers keen to promote their weight loss products and regimes should take care to ensure they don’t tip the scales in favour of misleading advertising. The ASA can come down heavy on advertisers who exaggerate the efficacy of their products, so read our top tips on how to ensure the evidence is weighted responsibly and your marketing consists of a balanced diet of truthfulness and decency.

This article does not relate to ads claiming food or food supplements can aid weight loss, which are covered by the food rules.

Hold evidence

Efficacy claims for any weight-reduction method or product must be supported by robust evidence. Beware of unsupported efficacy claims in product names too and remember testimonials alone aren’t sufficient to support efficacy claims.

Be realistic

Don’t exaggerate how much weight people are likely to lose, claim they can lose precise amounts of weight within a stated period, or from specific parts of the body, or that weight loss will be permanent.

Be responsible

Don’t state or imply people can lose an irresponsible amount of weight or fat; for those overweight, but not obese, a rate of weight loss greater than 2 lbs a week is unlikely to be compatible with good medical and nutritional practice and should be avoided.


Don’t refer to obesity, or imply you treat those with the condition by featuring people who appear to be obese, unless you offer a multi-component lifestyle weight management programme, which meets all of the requirements set out in rule 13.2.1.

Before & after images

Got amazing pictures demonstrating your customers’ weight loss? These too could be considered implied efficacy claims, so make sure you don’t exaggerate how much weight people are likely to lose, or indirectly promote an irresponsible amount or rate of loss.

Think you can cure cellulite?

Avoid claims that your product can reduce or eradicate cellulite or improve the appearance of the skin covering it. Consumers are likely to expect products and treatments to actually “treat”, rather than simply cover, cellulite and robust evidence would need to be held to support any claims for treatment of the condition.


While cutting out fatty and sugary foods may lead to weight loss, don’t imply “detoxing” products such as wraps, patches or devices can aid weight or fat loss as a result of flushing away toxins. Any suggestion that an accumulation of toxins can lead to adverse medical conditions, or that a product can prevent these, should also be avoided.

Miracle clothing

Claims that garments can aid weight or fat loss should be avoided, along with any implication that they are capable of having any kind of permanent effect. Marketers wanting to promote tight-fitting or figure-enhancing garments should focus on short-term loss of girth and the temporary appearance of weight loss alone.


Weight and body image can be a sensitive subject for many, so take care to ensure you don’t include any claims or images that are likely to cause offence.

Jo Davis Copy Advice team By Jo Davis, Copy Advice Executive

Jo specialises in giving advice relating to electronic cigarettes, beauty, weight control and travel marketing.

Meet the rest of the Copy Advice team here.

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