advertisements

There are many advertisements, particularly in magazines and newspapers, which are designed to persuade people to invest in slimming aids. A survey in April 1994 by the Advertising Standards Authority (the ASA, the controlling body for advertisements in the UK), reported that almost two-thirds of these adverts flouted the advertising code by making ‘miracle’ claims guaranteeing weight loss without mentioning the need to diet and exercise. The code states that advertisements should make it clear that the only way to lose weight is by taking in less energy than the body is using. Claims that weight loss can be achieved wholly by any other means than diet and exercise are not acceptable within the code of practice of the ASA.