Pinterest announced new ad policy, prohibiting all ads with weight loss language and imagery beginning July 1.

The image sharing service said its latest decision, with the guidance of National Eating Disorders Association or NEDA, is an expansion of its ad policies that have long prohibited body shaming and dangerous weight loss products or claims.

With a view to embrace body acceptance, the company’s updated policy will now prohibit any weight loss language or imagery, testimonials regarding weight loss or weight loss products, language or imagery that idealizes or denigrates certain body types, referencing Body Mass Index or BMI or similar indexes, and any products that claim weight loss through something worn or applied to the skin.

Noting that its the only major platform to prohibit all weight loss ads, Pinterest also called others in the industry to acknowledge, once and for all, that there’s no such thing as one-size-fits-all.

The NEDA reported that there is a steep rise in unhealthy eating habits and eating disorders in young people since the COVID-19 pandemic started last year.

As all are emerging from the COVID-19 pandemic and kick-off the summer season, many are now feeling added pressure as they look to rejoin their social circles in person for the first time in 15 months.

In a statement, the company said, “Pinterest is the place people come for inspiration to create life they love. It’s where everyone belongs—regardless of body shape or size. We’re empowering Pinners to plan for a summer and beyond without weight loss ads, so they can focus on what matters most.”

Meanwhile, the company will still allow ads promoting healthy lifestyles and habits or fitness services and products, as long as they don’t focus on weight loss.

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