Slimming, Dieting & Weight Loss
Advertisements for slimming aids, slimming pills, herbal slimming products, meal replacement programmes, shakes and bars, VLCDs, energy-restricted diets, weight-watching schemes, weight loss websites, mechanical devices, beauty salon treatments and similar all need Radiocentre scrutiny to ensure that they are effective and safe.
There are detailed rules on slimming advertisements and weight loss regimens/claims in Section 12 of the BCAP Code. Scheduling will be advised to help prevent under 18s from hearing the ads.
Dietetic Consultation
As Radiocentre’s independent dietician may need to be consulted, Radiocentre requires detailed product information (e.g. menu plans/diet sheets or the nutrition advice given) and satisfactory substantiation (based on clinical trials or other generally accepted scientific evidence) in support of all dietary-based weight loss claims.
Menu plans will require full nutritional breakdowns including macronutrients (energy, protein, etc) and micronutrients (vitamin and mineral content, etc). Radiocentre also needs evidence of clinicians’/nutritionists’/dieticians’ professional qualifications.
Weight-loss clearances will generally take longer than most standard clearances due to this requirement for consultation.
Food & Drink
The tag “can help only as part of a calorie controlled diet” is required where low-calorie foods and drinks are advertised either as slimming aids or with a weight loss theme.
Low-calorie or low-energy claims for foods and drinks are strictly regulated. Details of the requirements for these and similar terms can be found here.
Where ads for meal replacement products (e.g. shakes) make weight loss claims, they will need to include authorised health claims as listed on the Great Britain Nutrition and Health Claims Register.
Prohibited Messaging
Advertisements for slimming or weight control products or services must not be addressed to under 18s, use creative treatments likely to appeal to them, or use people or celebrities that are likely to have a particular appeal to them.
Assurances, promises or predictions of specific weight loss are unacceptable, as the amount of weight loss achieved by individuals depends on many variables and cannot be guaranteed. “Lose X stone in 14 days – guaranteed” is an unacceptable claim. However, a general weight loss indication such as “You could lose up to X in your first month” may be acceptable, subject to qualified medical advice.
Targeting the Obese
Only the following may target the obese (those with a BMI of 30 or above):
• medically-supervised clinics and establishments,
• advertisers of non-prescription medicines for obesity that are administered by pharmacies,
• hospitals and clinics that offer immediate weight loss surgery,
• lifestyle weight management programmes meeting certain criteria.
Testimonials
Testimonials, (where an individual claims to have lost a specific amount of weight by following an advertiser’s diet plan), are only acceptable if the period over which the weight was lost is stated and is compatible with generally accepted best medical and dietary practice. As a general guideline, a weight loss of up to 2lbs/1kg per week is considered acceptable under current nutrition advice. The testimonee should sign a Radiocentre Testimonial Release Form and provide details of their start and finish weights, including Body Mass Index calculations. Specific weight losses quoted must not be based on unrepresentative experiences.
Very Low Calorie Diets
Advertisements for energy restricted diets and Very Low Calorie Diets (VLCDs) are acceptable, subject to the requirements in BCAP Code Rule 12.14. They should be presented as a short-term measure only.
Medicated Weight Loss
Only licensed Over the Counter (OTC) medicines for weight loss can be referred to in ads. Ads for services acceptable under Rule 11.9 of the BCAP Code offering weight loss services should not refer directly or indirectly to Prescription Only medicines (POMs).
General references to the availability of weight loss medication are unlikely to be acceptable. If the advertiser offers both prescription only and OTC medicines for weight loss the ad copy must be explicit about what is being offered; e.g. “medication is Alli. Contains Orlistat. Always read the label“.
Ads should only include a web address that exclusively refers to an OTC medicine or to advisory services acceptable under Rule 11.9. Alternatively, where an ad includes a call to action including a web page, that page must not link directly to the offer of POMs (these should be at least 2 clicks away).
Gyms
Advertisements for gyms, or other forms of exercise provision, that include claims about weight loss will need to make clear that dietary control is necessary to achieve weight loss (e.g. “as part of a calorie-controlled diet”).