An ad for a new brand of weight loss pills has been deemed “irresponsible” and subsequently banned by the UK’s Advertising Standards Authority after 200 people stormed the complaints hotline.
The weight loss pills from pharmaceutical brand Omega Pharma show a woman being jealous of her friend’s weight loss before they go on holiday. The friend recommends these weight loss pills as the other friend looks despairingly into the mirror declaring she’ll never be able to fit into her holiday clothes, despite appearing relatively thin and healthy looking.
But never fear, these weight loss pills are available, in conjunction with a healthy lifestyle, says the ad, and the two friends are seen gallivanting and taking selfies on the beach.
Check out the banned ad below.
While some complainants were concerned the ad would appeal to a teen audience – which the ASA did not agree with – the Authority did concede the imagery in the ad was irresponsible and did not promote a healthy body image.
“We considered the combination of her already healthy slim appearance and poor body image and confidence created the impression that weight loss was desirable.” The ads must not appear anymore in their current form.
Omega Pharma’s response to the controversy has been relatively polite. “They believed the context of the ad and the text encouraged a healthy lifestyle with XLS Medical supporting the user to help achieve their weight goal,” said Omega Pharma, which is much unlike the ‘grow some balls’ response from Protein World for a similar issue.
The protein company faced backlash from the poms when it slapped ads in the London underground featuring a bikini clad Aussie model and asking the public whether they were ‘beach body ready?’
Predictably, a social media storm ensued, as commuters defaced the posters or created parodies.
Often when a brand is lambasted, the response is an apology and a withdrawing of an ad or form of communication – if upheld by the country’s ad standards authority.
In the case of Protein World however, the CEO took to Twitter to answer people’s personal gripes with the company, telling one person England was a “sympathiser for fatties” and to “grow some balls”.
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]