Rule 8.4 of the Code contains detailed provisions for this category of food products. In particular, where foods are presented as slimming regimens and the theme of slimming or weight control is emphasised then advertisements must not be addressed to under 18s nor may they contain elements likely to be of particular appeal to under 18s. Additionally, such advertisements must not be broadcast in breaks in or immediately adjacent to children’s’ programmes or those commissioned for, principally directed at or likely to be of particular appeal to audiences below the age of 18.

10.2 Low Calorie Diets
Advertisements offering weight loss must make clear that this can be achieved only by or in conjunction with a reduction in calorie intake, although this must not fall below a level which is safe without professional supervision. (See Very Low Calorie Diets below).

Diet plans should be nutritionally well balanced in relation to the people who might use them.

Any claim on behalf of any device, topically applied product or garment etc. must be supported by evidence of efficacy beyond what might be expected of the accompanying diet programme. More detailed references to medical aspects of slimming may be found in section 8.9.9 of these Notes.

10.3 Very Low Calorie Diets (VLCDs)
Please see Medical section 8.9.9.1 for guidelines for advertising Very Low Calorie Diets.

10.4 Meal Replacement Products
Slimming products designed to replace normal meals may not be described as a 'satisfying' meal substitute unless they provide at least 250 calories. They must also contain enough protein, vitamins and minerals in the recommended dosage to provide an adequate meal replacement, and if their nutritional value depends to some extent upon milk or other food being consumed at the same time this should be made clear. If they are advocated as part of a rigorous short-term diet, the advertisement must contain an injunction to consult a doctor before starting, or call attention to the pack instructions if such an injunction is included there.

The advertising of diets to continue indefinitely on a long-term basis is unacceptable. Diets should be reasonably varied and must not include a preponderance of any one food.

10.5 Calorie-reduced Foods
Advertisements for starch-reduced foods, sugar substitutes, etc. are closely controlled under Schedule 6 of the Food Labelling Regulations 1996. They must not suggest that the product can aid slimming or weight control except as part of a controlled diet. They should not suggest that the product can in itself actively reduce weight.

The claims made for such slimming aids intended as part of a diet must have proper regard for the product's place within the reducing diet as a whole. The effects of a marginal reduction in the total daily intake of calories, for example, must not be exaggerated.

10.6 Comparisons
The basis of any comparison between the amounts of carbohydrates, proteins, fats or nutrients contained in different foods or products should be stated in such a way as not to mislead. It should have regard to the quantity of the food or product normally consumed in a day or at one meal and should also reflect the way in which the food is normally eaten.

10.7 Weight Loss Claims
Anyone featured in an advertisement as wishing to lose weight should clearly appear to be overweight.

Promises or predictions of specific weight loss may not be made, since the amount of weight reduction achieved by an individual depends on many variables. Where testimonials are featured, specific weight losses quoted must not be excessive, and conditions of gross overweight, requiring medical advice, are not acceptable. Claims that people have lost specific amount of weight must be compatible with good medical and nutritional practice.

For overweight people, a weight loss greater than 2lbs a week is unlikely to be acceptable. People giving testimonials must have begun their diet when within the weight range defined as 'overweight', i.e. a Body Mass Index (BMI) of 25-29.9, and have finished their diet when within the weight range defined as 'normal', i.e. (BMI) 20-24.9.

Exaggerated verbal references or visual portrayals of overweight problems are unacceptable. At the same time, care must be taken not to encourage any latent tendency towards anorexia nervosa or bulimia, or to suggest that people of normal weight need to slim.

10.8 Celebrity Testimonials and Endorsements
Celebrity testimonials are acceptable for slimming products, which are not regarded as medicines or treatments for the purpose of this rule, with the exception of VLCDs. Celebrities featured should not be likely to appeal to viewers under 18.

Advertisements for slimming products featuring a celebrity may not include any health claim.

For details of testimonial requirements, please see section 2.3.4 of these Notes.

10.9 Vitamins and Slimming
Vitamins do not contribute to weight loss so far as BACC are aware but the possible benefits of vitamin supplements for those on restricted dietary regimens will be considered on receipt of sound scientific evidence acceptable to the Clearcast’s medical advisers in respect of the class of people identified in the advertising.