ABSTRACT
The following are the rules in relation to the advertising of slimming products: (a) a programme in which the intake of energy is lower than its output is the
main self-treatment for achieving weight loss. Any claims made for the effectiveness of a slimming plan, method or product should be backed by rigorous practical trials on human subjects. Testimonials do not constitute substantiation, and the opinions expressed in them should be supported, where necessary, by independent evidence;
(b) claims that long term slimming, weight loss or inch loss can be achieved either generally or from specific areas of the body by any means other than dieting (for example, by expelling water, speeding up the metabolism, using mechanical devices, wearing garments or applying substances to the skin) should not be made unless they can be substantiated. Slimming claims in respect of an unproven weight loss method can not be justified merely by offering a diet or exercise scheme with it;
(c) advertisers should be able to show that their diet plans are nutritionally well balanced. These will be assessed in relation to the subjects who would be using them. Vitamins and minerals do not contribute to weight loss, but can be offered to slimmers as a safeguard against any shortfall when dieting;
(d) an advertisement should not suggest that persons of normal weight need slim. ‘Crash diets’ should not be advertised, because of the danger such diets can pose to the health of dieters not under medical supervision. An advertisement should not offer treatment for conditions that require medical treatment, such as obesity or anorexia;
(e) advertisements for diet aids, such as low calorie foods, food substitutes, appetite depressants and meal replacements should make it clear that they can be effective only as part of a calorie controlled diet. Prominence should be given to the role of the diet, and advertisements should not give the impression that particular methods cannot fail, or that dieters can eat as much as they like and still lose weight;
(f) advertisers should not make general claims that specific amounts of weight can be lost within a stated period. Claims that individuals have lost specific amounts of weight should be compatible with good medical and nutritional practice, should give details of the time period, and should not be based on unrepresentative experience;
(g) advertisements for intensive exercise programmes should encourage users to check with a doctor before starting.
