Katie Price’s Diet Ad Banned: ASA Cracks Down on Irresponsible Promotion

The Advertising Standards Authority (ASA) has banned an advertisement featuring Katie Price endorsing ‘calorie deficits’ in dieting due to concerns about irresponsible promotion.

Katie’s advert, posted on Instagram, showed the model and TV personality praising low-calorie foods and a diet that fell below the recommended daily intake.

Katie Price, 46, participated in The Skinny Food Co. advert, showcasing meals with low-calorie counts, totalling only 755 calories for the day. The ASA ruled that the promotion irresponsibly advocated for a diet below 800 calories per day without adequate guidance.

ASA highlighted that the advert failed to include instructions on following such a diet on a short-term basis or seeking medical advice before doing so.

Consumers believed they could adopt a similar diet without medical consultation until they reached their desired weight.

Despite the controversy, Katie Price expressed willingness to comply with ASA standards and sought guidance on creating compliant advertisements in the future. The Skinny Food Co also agreed to ensure future ads were clearly identified as marketing communications and did not irresponsibly promote diets below 800 calories per day.

The ASA also raised concerns about whether the weight loss claims in the advert were authorized under the Great Britain nutrition and health claims register.

While the company defended the promotion, stating that a ‘calorie deficit’ was a proven method for weight loss, the ASA found the advert breached advertising regulations.

In addition to the dieting claims, complaints were raised about the advert’s transparency as an advertisement. The ASA concluded that the inclusion of ‘#ad’ was insufficient to identify the commercial intent of the content.

Katie Price’s involvement in the advert comes amid her recent advocacy for safer cosmetic procedures. She has called for age limits on fillers and warned against seeking plastic surgery abroad.

Price’s own experiences with cosmetic procedures, including multiple breast augmentations, have informed her stance on the issue.

Last year, the UK government initiated a consultation to gather feedback on enhancing the safety of non-surgical cosmetic treatments, such as Botox and face fillers. Price’s advocacy adds to the ongoing discussions about regulating the cosmetic industry and protecting consumers from potential risks.

The ASA’s decision to ban the advertisement underscores the importance of responsible advertising practices, particularly in health and wellness.

It serves as a reminder to brands and influencers to prioritize consumer safety and provide accurate information in their promotional materials.

In response to the ban, The Skinny Food Co. reiterated its commitment to compliance with advertising standards and pledged to review its marketing strategies to ensure adherence to regulations. The incident highlights the need to monitor and enforce advertising guidelines to safeguard consumer welfare continuously.

Katie Price’s experience with the banned advertisement sheds light on the complexities of promoting dietary practices and the potential implications for public health.

As discussions on diet culture and body image continue, stakeholders must work together to promote messages encouraging healthy and sustainable lifestyles while minimizing risks.

Moving forward, industry stakeholders, regulatory bodies, and influencers must collaborate to establish clear guidelines and standards for advertising in the health and wellness sector.

They can contribute to a safer and more responsible advertising landscape by fostering transparency, accountability, and consumer education.