TV weight loss ad banned for being irresponsible

A television advert showing a woman tearfully meeting a slimmer and happier version of herself has been banned for being "socially irresponsible".

In the ad, "Cheryl" talks to her former self, two months after starting to use the meal delivery service Diet Chef.

The former Cheryl appears distressed, her hair is messy and she is wearing a baggy shirt.

But the current version looks smarter and is happy.

"I know how you feel, you can look that good again you know," says the smiling Cherly to her former self.

"I bought a bikini for the first time since this picture." 

The former Cheryl says: "You look, amazing. I never dreamed I could be that slim again."

Diet Chef claimed the ad showed the new Cheryl's sense of achievement, but the Advertising Standards Authority(ASA) said it implied the character could only achieve happiness and self-confidence through weight loss. 

Twenty six viewers complained to the ASA, saying the ad was offensive and irresponsible for exploiting women's insecurities about their bodies.

The ad implied women needed to be slim to be attractive and happy, said the ASA, and that overweight women did not take care of themselves or their appearance.

Diet Chef said the ad showed the frustration of the former Cheryl, who did not feel she could maintain a controlled diet or was able to make a change in her lifestyle, and so was surprised that she had done so.

The ad was typical of the "before and after" images commonly used to advertise weight loss products, the company said.

A document produced by the company showed that when the actor played the former Cheryl, she had a BMI of 27.4, which was in the overweight category.

The ASA said: "We considered that viewers would understand that her concerns about her weight had had a significant effect on her general wellbeing.

"We considered that, overall, the ad focused disproportionately on the former Cheryl's negative feelings about her appearance and implied that weight loss was the only solution to her problems.

"We therefore concluded that the ad presented a socially irresponsible approach to body image and breached the code."