Consumer News

Great Britain Slims Diet Claims

Here’s the skinny on what diet ads can no longer say in the UK.

Consumer News

Great Britain Slims Diet Claims

The UK’s Committee of Advertising Practice (CAP) rang in 2013 with new advertising guidelines for weight loss products and services. Based on the list below, many U.S. dieting ads wouldn’t make the grade.

Here’s some of what you can’t say in the UK:

  • Claim people can lose a precise amount of weight in a set period of time.
  • Represent that weight can be lost from specific parts of the body.
  • Imply that weight loss is permanent.
  • Signal that weight loss is easy.
  • Advertise weight loss products or services to minors.
  • Claim that specific foods can help people lose a specific amount of weight in a certain amount of time.
  • Suggest that fat-binding products will help with weight loss, unless you can prove it.
  • Imply that warming the skin or sweating can achieve weight loss.
  • Suggest that a massage or body wrap can help rid the body of toxins.
  • Represent that vitamins and minerals can contribute to weight reduction.
  • Assert that a person can lose weight while eating whatever they want.


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