Pinterest recently announced that it is banning weight loss ads. “Pinterest is the place people come for inspiration to create [a] 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. Beginning July 1st, 2021, we’re updating our ad policies to prohibit all ads with weight loss language and imagery,” explained Pinterest.
The National Eating Disorders Association consulted with Pinterest on the new advertising policy, which expands on the platform’s existing ad content guidelines related to weight loss products, procedures and imagery.
The new Pinterest policy prohibits:
“The National Eating Disorders Association (NEDA) applauds Pinterest for taking a leadership position as the first platform to prohibit all ads with weight-loss language and imagery. NEDA is encouraged by this necessary step in prioritizing the mental health and well-being of Pinners, especially those impacted by diet culture, body shaming, and eating disorders. We are hopeful this global policy will encourage other organizations and companies to reflect on potentially harmful ad messages and to establish their own working policies that will create meaningful change," said Elizabeth Thompson, Interim CEO for the National Eating Disorders Association.
No. However, as long as the ads are not focused on weight loss, Pinterest is still allowing ads that promote “healthy lifestyles and habits or fitness services and products.”
Yes, Pinterest is the first platform to fully ban weight loss ads. However, Savannah Sicurella for NPR reports that Instagram and Facebook “clamped down on ads for ‘miracle’ diets and weight-loss products in 2019.”
As Pinterest explained, the social media platform wants to be a “place where everyone belongs — regardless of body shape or size,” and this isn’t the first time Pinterest has taken steps to create a positive and inclusive atmosphere on its platform. For example, in 2019 Pinterest rolled out compassionate search. When Pinners search words like anxiety or stress, a pop-up box appears offering access to coping mechanisms, such as guided meditation. For search terms related to suicide or self harm, the platform suggests resources like the The National Suicide Prevention Lifeline. Pinterest has also prohibited content related to misinformation about vaccines, and it banned political ads.
Pinterest’s forward approach to staying positive, and staying away from controversy, is a big part of how the platform markets itself to advertisers and users. The launch of Pinterest Premiere, the platform’s ad targeting tool introduced in March, promoted Pinterest’s “positive environment” as part of the ad tool roll out. Advertisers are increasingly concerned about brand safety, and an environment designed to feel positive can be comforting.
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