A post on the Instagram account of Katie Price, a diet food company, was accused of irresponsibly promoting a diet of less than 800 calories a day and claiming weight loss without permission, without making it clear that it was an advertisement. Banned.
The Skinny Food Co's Instagram reel, posted on August 20, shows Price, a glamor model and TV host, cooking her own meals all day long and talking about her efforts to lose weight. Ta.
In her voiceover, she says: “So, I use caramelized biscuits, Skinny Food's zero calorie syrup, to make delicious coffee. It's fat-free and sugar-free.
The ASA acknowledged that the Reel's caption included “#ad” but said it could not be seen without engaging with the post and enlarging the text. (ASA/PA)
“Plus, I love Skinny Food's porridge, and lo and behold, it's only 262 calories, 14 grams of protein, and, trust me, it tastes so good.”
Then she made herself lunch and said: “So today I'm going to have a quick lunch with Skinny Food's High Protein Wrap. It's incredible. It's low in carbs and high in fiber, making it the perfect lunch. But the best part is… Garlic mayo sauce on top. It comes in so many different flavors. And guess what? Yes, it has zero calories.”
At dinner she said: “I’m here, Lord, look at that double chin, this is why I eat skinny foods, Jesus, look at that double chin. We all know this, so tonight I'm making chicken tikka takeout. The curry is low in carbs, high in protein, and only 189 calories.”
The video features Katie Price having an after-dinner snack and saying, “Tonight I'm having Skinny Food's Chocoholic Malt Balls. At just 89 calories per bag and low in sugar, they're perfect.”
The last shot said, “Total calories for the day = 755.”
The caption read: All of these are only 755 calories and helped me maintain a calorie deficit to shift extra pounds if needed.
“If I'm having a bad day, I want to cut back on calories to avoid having a bad week.”
The Advertising Standards Authority (ASA) received two complaints that the posts were clearly not recognizable as advertisements and were irresponsible in promoting low-calorie diets.
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The ASA also challenged whether the weight loss claims of the advertised products were approved by the UK's Nutrition and Health Labels Register.
Not Guilty Food Co Ltd, trading as The Skinny Food Co, said the reel included '#ad' and that it thought this was sufficient.
The company also said that while Price cannot control what he eats, being in a “calorie deficit” has been proven to be a way to achieve weight loss.
Mr Price agreed to remove the ad, confirmed it was following the calorie-deficit approach that many people in the UK believe it does, and asked for further information on how to make similar posts compliant in the future. Ta.
Instagram Reels showed glamor model and TV presenter Price cooking meals for herself throughout the day (ASA/PA)
The ASA acknowledged that the Reel's caption included “#ad”, but said it could not be seen unless it engaged with the post and enlarged the text.
Therefore, we concluded that the label was not sufficiently conspicuous to clearly identify the post as an advertisement in the first place.
The watchdog also found the ad irresponsibly promoting a diet well below 800 calories a day, with clear instructions to be followed only for a short period of time and without prior medical advice. It was pointed out that there was no mention of the need to receive medical treatment. We are starting on that.
The ASA stated: “Consumers can therefore see the advertisement and understand that by consuming the same product and other products from Skinny Food Company, they can make similar dietary choices of less than 800 calories per day without undergoing treatment.” Please advise until you reach your desired weight. ”
Finally, the ASA found that the name 'Skinny Food' was a health claim within the advertising regulations, but there was no evidence that the range of products contained substances that caused weight loss.
“We concluded that this ad breached the Code because it made certain health claims that are not authorized by the UK Nutrition and Health Claims Register.”
The ASA concluded: “The advertisement should not be re-published in the form complained of.
“We require Not Guilty Food Co Ltd trading as The Skinny Food Co and Katie Price to ensure that any future advertising is clearly identifiable as a marketing communication and that the commercial intent is clear. , and to ensure that they use identifiers such as “#ad”. ' was displayed clearly and conspicuously.
“We also ensure that our advertising does not irresponsibly promote a diet of less than 800 calories a day, and that we do not make weight loss or weight maintenance claims on foods if those claims are supported by British Nutrition. and to only do so if permitted by the Health Claims Register, and the food met the relevant conditions of use.”
