Pinterest announced that it is banning weight loss ads from the platform from July 1, a move the company says makes it the first major social network to say goodbye to loss language and images. weight in their advertisements.

The new policy also prohibits advertising with “[a]any language or imagery that idealizes or denigrates certain body types. “Body shame, such as pictures or language that mock or discredit certain body types or appearances,” is already prohibited in advertisements under their current policy. The new policy also refers to body mass index, or BMI, and testimonials about weight loss or weight loss products.

The company says that advertisements that promote a healthy lifestyle and fitness products and services are still allowed, “as long as they don’t focus on weight loss.”

“Pinterest is where people come to get inspiration to create the life they love,” the ad reads. “It’s the place where everyone belongs, regardless of body shape or size. “

The change comes amid an ever-growing body positivity movement that embraces the celebration of bodies of all shapes, sizes and abilities. Pinterest changed its policy based on guidelines from the National Eating Disorders Association, or NEDA, which began to see increased activity on its helpline early in the COVID-19 pandemic.

“The National Eating Disorders Association (NEDA) applauds Pinterest for taking a leadership position as the first platform to ban all ads with weight loss language and images,” said Elizabeth Thompson, interim CEO of the National Eating Disorders Association, in a statement. “NEDA is encouraged by this necessary step to prioritize the mental health and well-being of Pinners, especially those affected by diet culture, body shame and eating disorders. “

The NEDA Hotline is open for online chats Monday through Thursday 9 a.m. to 9 p.m. EST, and Friday 9 a.m. to 5 p.m. EST. You can call the helpline at 800-931-2237 Monday through Friday 11 a.m. to 9 p.m. EST and Friday 11 a.m. to 5 p.m. EST. They operate a texting program through the same phone number Monday through Thursday from 3 p.m. to 6 p.m. EST.

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