The bookmarking site said it will also prohibit ads with language or images that promote or disparage certain body types.
The policy goes into effect Thursday. As with all online content moderation policies, however, the challenge for platforms is usually not setting the rule so much as enforcing it and ensuring no one circumvents the policy.
The company said Thursday that it previously barred some advertisements related to weight loss, including ads containing before-and-after weight loss images, weight loss pills or procedures, and “body shaming.”
But its new policy is intended to go further by banning all ads with weight loss language and imagery, including testimonials regarding weight loss or weight loss products and references to Body Mass Index or similar indexes. Pinterest said it is the “only major platform” to prohibit such ads.
“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,” the company said.
Ads promoting “healthy lifestyles” or fitness products and services will still be permitted on Pinterest, so long as they don’t focus on weight loss, the company said. Pinterest developed the policy with guidance from the National Eating Disorders Association.
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