April 2nd 2024.
The Advertising Standards Authority (ASA) recently banned an advert featuring Katie Price promoting "calorie deficits" in dieting. The successful model and TV personality, who is 46 years old, took part in an ad on Instagram where she praised low-calorie foods and a diet that fell below the recommended daily calorie intake of 2,000 for women and 2,500 for men. The ad, posted in August of last year, showed Katie making meals for herself and noting the low calorie count of each food item. At the end of the ad, it was revealed that her total calories for the day were only 755, less than half of the recommended intake for adults.
In the ad for The Skinny Food Co, Katie shared her secret to staying in shape and praised the benefits of following a calorie deficit diet. She even joked about her "double chin" and how the low-calorie foods were helping her maintain her figure. However, the ASA ruled that the ad was promoting an unhealthy diet that fell below 800 calories per day. They also noted that there was no mention of the short-term nature of this diet or the importance of consulting a medical professional before following it.
The ASA concluded that consumers may mistakenly believe that they can follow a similar diet by consuming the same products, without seeking medical advice, until they reach their desired weight. Katie herself admitted to following a calorie deficit diet and asked for advice on creating future ads that would comply with ASA standards. She also pointed out that many people in the UK also follow this type of diet.
In addition to concerns about the weight loss and dieting claims, the ASA also received complaints about whether the ad was clearly recognizable as such. Although the ad included the hashtag #ad, it was not easily visible unless the viewer clicked on the post and expanded the text. The Skinny Food Co argued that the hashtag should be considered sufficient, but the ASA disagreed.
The ASA also warned that there was no evidence that the products in the Skinny Food range contained substances that could aid in weight loss. While the company's advertising was within regulations, the specific ad featuring Katie Price breached the Code. The Skinny Food Co claimed that they had considered the #ad hashtag to be enough, but the ASA advised them to ensure that future ads are clearly identified as marketing communications and that the commercial intent is made clear.
Recently, Katie made headlines as she called for an age limit on fillers and urged people not to go abroad for plastic surgery, despite having done so herself in the past. The star has been vocal about her own experiences with numerous cosmetic procedures, including 16 breast augmentations. In an interview on BBC Radio 4's Woman's Hour, she shared her belief that there should be an age limit on these procedures and emphasized the importance of educating young girls on why they don't need excessive filler or other cosmetic enhancements.
Katie also advised against going abroad for cheaper procedures and recommended talking to people who have had similar procedures done and getting their honest opinions. Katie herself has traveled to countries like Turkey for various cosmetic procedures, including liposuction, a facelift, and a Brazilian bum lift. Last year, the UK government launched a consultation to gather feedback on how to make non-surgical cosmetic treatments, such as Botox and face fillers, safer.
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