Pinterest is well and truly listening to its users. With searches for ‘body neutrality’ up five times since last year, it seems Pinners are specifically looking for content that isn’t related to weight loss. In fact, pinners have also been searching for ‘healthy mindset quotes’ 13 times more, while ‘stop body-shaming quotes’ searches are up five times.
In response to this trend, Pinterest has made the decision to update its ad policies and prohibit all ads with weight loss language and imagery. “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,” Pinterest wrote on its website.
This move makes Pinterest the only major platform to prohibit this kind of advertorial content. “It’s an expansion of our ad policies that have long prohibited body shaming and dangerous weight loss products or claims,” said Pinterest. “We encourage 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.”
This updated policy means Pinterest now prohibits any ads that include weight loss imagery or language and any testimonials regarding weight loss or weight loss products. It is also banning any references to the Body Mass Index (BMI) or similar indexes and any language or imagery that idealises or denigrates certain body types. It’s all cracking down on any products that claim weight loss “through something worn or applied to the skin”.
Pinterest had already prohibited some weight loss related ad content including before-and-after weight loss imagery, weight loss or appetite suppressant pills and body-shaming language. These new additions to the policy mean that Pinterest’s ads will be free of weight loss content, which is a huge step forward in the digital world, where diet culture runs rampant.
Think of the weight loss ads you see on other search engines and social media platforms and the way that this makes you feel — you won’t get any of this content when you hop onto Pinterest going forward.
According to Pinterest, ads that promote “healthy lifestyles and habits or fitness services and products will still be allowed, as long as they don’t focus on weight loss”. This move will help make Pinterest even more inclusive and a safer space for all of its users, which is a most welcome change.
