How can I advertise a weight-loss programme without shaming someone’s appearance?
The short answer
Meta prohibits ads for these services from encouraging negative body perception or presenting an appearance everyone should aspire to. Weight-loss advertising must target adults aged 18+.
Source partly reviewed — details
What this answer is based onWhat to do
Describe the timetable, format and coaching people will receive. Review audience age separately.
- Replace the shame-based opening: “Four-week programme: three sessions a week and feedback from your trainer.” Include only what you actually provide.
- Check the campaign’s minimum audience age. Putting “18+” on the artwork does not change the targeting.
- Read the ad alongside its image and booking page. If demeaning captions or promises of a specific result for everyone remain, changing the opening line is not enough.
The situation
A trainer advertises a group programme: “Embarrassed to take your shirt off? Lose that belly before your holiday.” The audience starts at 16. The trainer means to motivate, but opens by suggesting something is wrong with the reader’s body.
The situation and an improvement
“Ashamed of your belly? Time to sort yourself out.”
“A four-week training programme. Follow the link for the timetable, session format and price.” This illustrates the wording; the programme’s requirements need a separate check.
What this answer is based on
Meta Advertising Standards — Health and Wellnesstransparency.meta.comOnly a source excerpt was availableReview details
Source reviewed:
We could read only an excerpt of the official page in search results. The full conditions and exceptions have not yet been checked.
Official search excerpts on negative body perception and audiences aged 18+ were reviewed. The full page was unavailable; image and procedure-specific conditions were not checked.
Include the guide link, language and wording that needs checking. Add an official source link if you have one. Do not send passwords, login codes or photos of identity documents.
Examples are made up to explain the guidance. Meta decides individual account and content cases.
Sources and related topicsPolicy Graph · Demo in development