Pinterest Bans All Weight Loss Ads, The Only Major Social Platform To Do So
And you thought advertising on Facebook was hard…
On Thursday, July 1, 2021, Pinterest announced that they updated their ad policies to prohibit ALL ads with weight loss language and imagery, becoming the first and only major social platform to prohibit ALL weight loss ads.
The policy prohibits:
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;
Any products that claim weight loss through something worn or applied to the skin
This is in addition to ad content that was 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;
Claims regarding unrealistic cosmetic results
Ads promoting healthy lifestyles and habits or fitness services and products will still be allowed, as long as they don’t focus on weight loss.
“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.”
So, what does this mean for advertisers or those who sell weight loss focused services/products?
First things first … DON’T TRY AND WORK AROUND THE BAN.
if your product is banned — and you try to skirt the rules — plan on getting your ad account banned.
If your product is okay to promote, here's how to write compliant copy:
Talk about lifestyle change, quality of life, etc ... NOT number of pounds/inches lost. Focus on emotional stories ("I feel better than ever" instead of factual stories, "I lost 9lbs and 10 inches in 30 days")
Storytelling is more important than ever! Use feel-good copy and inspirational words to drive emotional engagement rather than relying on images
Never ever EVER imply that results are guaranteed
Stop using testimonials and reviews that call out specific numbers/results (This is a BIG one. Do an audit of your current ads and make sure you ONLY use testimonials sharing lifestyle changes and not exact numbers or weight loss phrases moving forward)
The Bottom Line
If advertising on Pinterest, your product or service is NO LONGER a weight loss solution. (Even if it is…)
It is about empowering people to reach their goals, feel great, and improve aspects about their life. The focus is on emotional lifestyle improvement not on physical weight loss.
Oh, and don’t forget that these advertising guidelines apply to all parts of the promoted content, including the landing page/destination! Just like Facebook, you can’t have a compliant ad and a non-compliant landing page — that’s a quick way to get your ad rejected or ad account blocked.