Pinterest embraces body neutrality and acceptance with new ad policy

Jul 8, 2021 | Content marketing, Online advertising

Pinterest embraces body neutrality and acceptance with new ad policy
Pinterest has announced an updated weight loss ad policy that prohibits all ads with weight loss language and imagery.

Across the country, people of all ages are facing challenges related to body image and mental health, particularly as we emerge from the COVID-19 pandemic and kick-off the summer season. In fact, new research released by Pinterest reveals that 41% of Brits admit to feeling pressure to get ‘Summer body ready’ and a further third (28%) of those surveyed share that popular culture’s portrayal of bodies makes them feel self-conscious.*

In order to ensure Pinterest remains a place for people come for inspiration to create a life they love, the updated policy will prohibit the following:

● 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; and
● Any products that claim weight loss through something worn or applied to the skin

This is in addition to ad content that is 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; and
● Claims regarding unrealistic cosmetic results

Pinterest will also be blocking all searches for keywords on the platform related to eating disorders or terms suggesting a restrictive mindset and offers a variety of emotional well-being activities developed by emotional health experts. Pinners can simply search for “#pinterestwellbeing” to explore gratitude and self-compassion exercises, along with other interactive practices that can help improve their mood.

This expansion of these policies that have long prohibited body shaming and dangerous weight loss products or claims, is a call for others in the industry to do the same and acknowledge, once and for all, that there’s no such thing as one-size-fits-all.

“As Pinterest and our Pinner base continues to grow, we remain focused on maintaining a safe, positive, inspiring and relevant Pinner experience,” said Sarah Bromma, Head of Policy at Pinterest. “People of all ages are facing challenges related to body image and mental health, particularly as we emerge from the COVID-19 pandemic and kick-off the summer season. We believe updating our ad policy globally to prohibit all ads with weight loss language and imagery is an important step in prioritizing the mental health and well-being of our Pinners and fostering a place on the internet where they can be themselves, embrace their bodies regardless of shape or size, and feel comfortable with who they are.”

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