Pinterest will ban ads related to weight loss starting 1 July as part of the company’s new policy to ‘embrace body acceptance.’ Pinterest developed the policy with guidance from the National Eating Disorders Association (NEDA) as it noticed a sharp rise in unhealthy eating habits and eating disorders in young people since the COVID-19 pandemic broke out last year. 

“This stance makes Pinterest the only major platform to prohibit all weight loss ads. It’s an expansion of our ad policies that have long prohibited body shaming and dangerous weight loss products or claims,” the company wrote in a blog post last Thursday.

“This rule change prioritises Pinterest users’ emotional and mental health and wellbeing, especially those directly impacted by eating disorders or diet culture or body shaming,” said Pinterest Head of Policy Sarah Bromma.

Ads promoting healthy lifestyles, habits or fitness services and products are still allowed on the platform as long as they do not “focus on weight loss,” emphasising that Pinterest is the place people come for inspiration to create a life they love, where everyone belongs—regardless of body shape or size.