Katie Price’s Instagram post promoting a low-calorie diet from The Skinny Food Co. was banned by the ASA for not being clearly marked as an advertisement and for irresponsibly promoting a diet that was below 800 calories a day. The video featured Price making meals, mentioning the low-calorie content of the products, and revealing that she consumed only 755 calories that day. Despite the use of ‘#ad’ in the caption, the ASA found it was not clearly visible as an ad without expanding the text. They also believed the diet promoted could be followed without medical advice, which was seen as irresponsible. The ASA concluded that the ad breached regulations by making specific health claims that were not authorised.
The Skinny Food Co., the company behind the products promoted by Price, defended the ad by stating that being in a calorie deficit is a proven method for weight loss. Price herself followed a calorie deficit approach and believed many people in the UK did too. However, the ASA noted that the ad did not explicitly mention the need for short-term use or medical advice. They also found that the name ‘Skinny Food’ could be considered a health claim, but there was no evidence that the products led to weight loss. As a result, the ASA ruled that the ad must not appear again in its current form and advised both the company and Price to ensure future ads are clearly marked as marketing, do not promote diets below 800 kcal a day, and only make authorised weight loss claims.
Katie Price’s Instagram regularly features promotions of diet foods, with this specific post for The Skinny Food Co. facing criticism for its lack of clarity and potential health risks. The ad featured Price advocating for the products’ low-calorie nature as a way to stay in a calorie deficit for weight loss. Despite the products being marketed as low in sugar and high in protein, the overall calorie intake was considered dangerously low by the ASA. The controversy sparked by this ad highlights the ongoing debates around influencer advertising and the responsibility they have towards their audience, especially when it comes to health-related products and advice.
The ASA received complaints about Katie Price’s post for The Skinny Food Co. on her Instagram account, raising concerns about its lack of clear labeling as an advertisement and its promotion of a diet below 800 calories a day. The controversy surrounding this ad reflects broader discussions about the regulation of influencer marketing and the potential impact on consumers’ health and well-being. As influencers like Price continue to be influential figures on social media, issues surrounding transparency, responsibility, and the promotion of potentially harmful products are likely to remain hot topics for regulators, brands, and consumers alike.
The ad for The Skinny Food Co. featured Katie Price making and promoting low-calorie meals and snacks, with a focus on calorie content and weight loss. Despite including ‘#ad’ in the caption, the ASA ruled that the labeling was not prominent enough to clearly indicate it was an advertisement. The regulator also found fault with the promotion of a diet below 800 calories a day without mention of medical advice or short-term use. This case underscores the importance of clear labeling in influencer advertising and the need for influencers to exercise caution in promoting diet-related products and messages that may have health implications for their followers.
Katie Price and The Skinny Food Co. faced backlash from the ASA for an Instagram post promoting a low-calorie diet that fell below 800 calories a day. The ad was found to lack clear labeling as an advertisement and was criticized for irresponsibly promoting a potentially harmful diet without proper guidance on medical advice or short-term use. This incident sheds light on the challenges and controversies surrounding influencer marketing, especially when it comes to health and well-being. As influencers continue to shape consumer behavior and brand partnerships, the regulation and ethical considerations of their content remain crucial in protecting the interests of the public and ensuring transparency and accountability in advertising practices.
