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Cutting Out Weight Loss Ads

8/15/2021

11 Comments

 
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by David Hagenbuch - professor of Marketing at Messiah University -
​author of 
Honorable Influence - founder of Mindful Marketing 

Have you ever felt self-conscious about your weight?  Most people probably have, perhaps because of someone’s casual comment or from comparing their figure to those of their friends.  Maybe an ad even contributed to the unease.  Marketers increasingly seek to affirm all physiques but is their support of body positivity delivering an unhealthy message?
 
It’s hard to think of inclusiveness of physical form without remembering Dove.  Through its 2004 “Real Beauty” campaign the personal care brand pioneered promotion based on the reality that beautiful people come in all shapes and sizes.
 
Since then, many other organizations have mirrored Dove’s body-positive approach.  Retailers like Kohl’s and Old Navy, routinely include plus-sized models in their ads, while Target and Macy’s employ variously proportioned mannequins to highlight similarly sized clothing.
 
Last month, the picture-lovers site Pinterest took body positivity a step further by announcing it would ban weight-loss ads. The social media platform explained that its decision was in the interest of individuals “facing challenges related to body image and mental health,” especially those suffering from eating disorders.
 
The first major social media platform to take such action, Pinterest’s unprecedented decision quickly received wide news coverage ranging from Fortune to NPR.

Most media cast Pinterest’s ban of weight loss ads in a positive light.  For instance, an NBC News opinion piece called the choice “a glimmer of good news” amid more typically troubling stories.
 
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It’s very encouraging that people increasingly recognize that everyone is different and that those differences can be celebrated.  But are all differences good differences?  Aren’t there certain behaviors that are objectively better for people to do, and others to avoid?  Furthermore, are some marketers, like Pinterest, encouraging people to celebrate differences that could actually be harmful to them and to society?”
 
These are difficult questions to answer in any context, and they become especially tenuous when treating a topic like body image, which so directly impacts everyone, both in individual, psychological ways and in social, relational ways.
 
In my early years, I was a somewhat ‘chunky’ child and experienced, more than once, critical comments about my weight, which were hard to hear.  As I grew older, taller and became more active, I lost weight, or maybe more accurately, didn’t gain much more.  Ironically, I now sometimes receive unsolicited comments about being thin, which admittedly are easier to accept; although, they still make me feel uncomfortable.
 
Despite, this personal experience, a middle-aged man like me is probably not an ideal person to offer insights about body image and the social norms that surround it.  When I feel ill-equipped to tackle an ethical issue on my own, which occurs often, I reach out to others who have different and frequently more informed perspectives.                         
 
In this instance, I needed as much help as ever, so I contacted several people who I knew would expand my perceptions by hearing their thoughts about Pinterest’s ad ban.  Here are highlights from three interactions:


1. A veteran registered nurse, and Baby Boomer, who works in adult primary care as a nurse practitioner posed two important questions that also have been on my mind: 1) How effective are weight loss ads, and 2) “Do they promote healthy behaviors or unhealthy ones?”  In answering both questions, she pointed me to a study published in npj Digital Medicine, which found that “online advertisements hold promise as a mechanism for changing population health behaviors.”    

She also referenced CDC statistics that show that from 1999 to 2018, the prevalence of obesity in the United States increased from 30.5% to 42.4%.  In her work, she sees firsthand how the effects of obesity, including diabetes and hypertension, can lead to “even more life changing complications.”  She added:

 
“Weight loss is usually part of the treatment, and avoidance of obesity is usually preventative.  So, if clicking on weight loss ads is a behavior that leads to seeking out more information on healthy behavioral change, then by all means, keep the ads.”


2. A member of Generation Y who works in the food marketing industry had a somewhat different take on weight loss ads.  She said that her online scroll speed increases significantly in order to avoid the ads, which she says, “feel more personal as they poke at my self-esteem.”  However, she qualifies her aversion to the ads, adding:  

“I believe that weight loss products/services deserve to be advertised, but maybe in a way that’s sensitive to the cultural climate of body positivity/neutrality. I’m hopeful that these organizations could use that mindset as a framework guiding their ads, in a way that’s still effective at stopping someone’s scroll but acts as an invitation rather than a confrontation.”
 

3. A college student and member of Generation Z told me about his very significant weight loss: In just five months, this 6’ 3” young man lost 60 lbs., dropping from 260 to 200 lbs.  Given that his accomplishment came mainly from “drinking plenty of water and exercising 4-5 times a week,” it’s not surprising that he emphasized the importance of approaching weight loss as a serious undertaking that requires perseverance:  

“It is important to draw the connection between weight loss and hard work, the latter which must come first. It's about discipline, research, and taking your own personal initiative to develop an interest in personal fitness. You cannot simply buy a weight loss program and expect fat to magically remove itself from your body.”
 
Although he had no concern that society would suddenly become heavier if weight loss ads disappeared, he did express concern about any messaging that might normalize obesity:
 
“We will lose the idea of what is acceptable and what is not if we desensitize ourselves to what is normal. Being overweight is not a ‘normal’ state to be in, according to health professionals regardless of what ‘body-positivity experts’ have to say.  It is common, but not healthy . . . It is ironic that the body-positivity movement promotes every body type more frequently than the ones deemed most healthy by scientists and health professionals.”
 
Of course, the opinions of these three people don’t represent the full spectrum of perspectives on weight loss and body image.  They didn’t speak much to issues like anorexia and bulimia; however, I know each of them understands and empathizes with all who suffer from such eating disorders, as well as those who have been shamed because of their physique.  
 
At the same time, these three voices have expressed important points that perhaps seem contrarian, probably because they tend not to receive the attention they deserve.  For instance, they emphasized:
  • The right type of weight-loss advertising, that’s affirming and realistic, can be effective and beneficial.
  • Weight-loss is more a function of hard work and self-discipline than any quick fix.
  • No one should be made to feel bad about their body, but normalizing obesity is not helpful.
  • Although eating disorders like anorexia and bulimia are fairly common (1%-4% of the population suffers from them),  obesity is much more prevalent:  As mentioned above, in the U.S., 42.4% of adults were obese in 2018.  Also, unfortunately, the pandemic has seen an increase in obesity, with an average weight gain of 29 lbs., making people more susceptible to the dangerous effects of the virus, as well as other serious illnesses.
 
It’s unfortunate that we live in a weight-obsessed society.  Some marketers bear responsibility for helping to cultivate that preoccupation, e.g., by promoting unhealthy lifestyles that lead to excessive weight gain.  Others are culpable for perpetuating unrealistic physical ideals and impossible ways of achieving them.
 
Pinterest is right to act against specific advertising abuses that cause others to feel shame and that encourage eating disorders.  However, in embracing body positivity, the social media platform and others should be careful not to inadvertently endorse what is objectively one of world’s biggest problems, obesity, as doing so weighs in as “Mindless Marketing.”
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11 Comments
Ken Burkholder
8/16/2021 08:14:47 am

Great article. The issue at hand showcases much bigger issues-- such as, does objective truth exist? Do we have value simply by existing, or by fulfilling a certain standard? What's our responsibility to our fellow man? The first question especially needs answered before any answers can result.

Reply
Josh Bratager
8/31/2021 09:57:47 pm

I agree with the article that Pinterest cutting out weight loss ads should be classified as mindless marketing. I can appreciate the fact that they want to not make people feel attacked and want them to feel comfortable on their site. However, I do not feel like it is a good thing to shield people from the facts about how their lifestyle is going to hurt them later in their life. I know it can be difficult for people to hear that this is their reality, but it is necessary for them to hear so that they are able to live healthier lives where they are not overweight. We have seen how getting rid of the weight loss ads has had a correlation with the increase in obesity in recent years. While this may not be the exact reason that obesity has increased, there is still a possibility that it contributes greatly to the problem. Therefore, it is important to not cut out weight loss ads from different platforms even if it could potentially be upsetting to the viewer.

Reply
Zach Sheaffer
9/1/2021 11:22:42 am

I believe the main issue with weight loss ads comes down to the individual viewing the ad. The way they perceive the ad, and the ads intention is what is causing the controversies. People must understand the intention of the ad is not to personally attack you, it is simply showing a product that has the potential to assist you to lose weight, if you so choose. The ads are not "calling you out" and saying you are obese and need to lose weight. If people's perception of the ads changed, then there would be no issue with these types of ads.

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Ashley Niebauer
9/1/2021 03:14:25 pm

I could not agree more with Pinterests decision to cut out weight loss ads. While some may believe they are beneficial, I agree with the part of this article that it did more harm than good. In the sense that if someone saw one of the weight loss ads, it might just make them feel worse about their size, rather than have the hoped for reaction. While a company may use a weight loss ad to promote a new product that is used to help people use weight, they need to be more mindful and concious of how their target market is interpreting their messages, and may need to figure out a new method to promote their product.

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Emma Lytle
9/2/2021 02:26:35 pm

When talking about weight it is always a hard topic to talk about. Because when weight loss ads come up on you tv or social media everyone that see it will respond differently to it. For some it maybe inspiring to start working out and living a healthy lifestyle. But for someone else who maybe is insecure about their weight may feel that they ad is mean and trying to attack them.I liked how in the article they interviewed different people from different generations and professions about this topic I think that it was helpful to hear different point of views. At the end of the day I don't think that there is anything wrong with weight loss company's putting up ads about weight loss, as long as they are helping people lose weight the right way. Over the years we have seen more obesity and health problems because of it in America. It is important to try to reach these people and show them that there are ways to lose weight.

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kenzie Janson
9/3/2021 10:53:19 am

I can relate to this in many ways. I have struggled with weight for most of my life and a lot of it ties into mental and emotional instability. There was a time in my life where I stopped eating for a little bit, there was a time when I had an unhealthy exercise addiction, and at times still today I struggle with those things. I think for me personally i agree the most with the college student. One cannot change unless they themselves make the decision to change. I think that we should have body positivity to the extent of loving the body God gave you. However, your body is a temple and gluttony is a sin. We are called to love and take care of our bodies. So therefore, I feel like body positivity should shift its focus to be love who you are but also take care of yourself. Have more ads that inspire people to take care of themselves. Focus it to be more of a hey God gave you this body so let's honor him with what we do. Make it a choice. Or I even had the idea that some ads could be like mini workouts or a quick cook with me. so they have the opportunity to learn how to make a quick healthy snack as they watch TV or they have the opportunity to get up for a few minutes and do a simple workout. I believe people will respond better when they feel that the company is trying to help them without asking for anything in return but to just help and if people enjoy it or feel better about themselves, they may be more likely to invest in that product more long term.

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Rick Le
9/15/2021 12:55:52 pm

I agree with the article. Pinterest's decision of cutting out weight loss ads will do more than good. Weight is a hard topic to talk about, but it's extremely important that we encourage everyone & especially children to live healthily. When I mean living healthily it doesn't mean to cut out all the delicious foods we enjoy. A 2020 study from Harvard said, "1 out of 3 U.S adults is obese". Obesity shouldn't be normalized, the long-term effects of obesity are harmful. Therefore, it is important to not cut out weight loss ads from different platforms even if it may cause the viewer to get upset.

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Miles Paleveda
9/15/2021 04:11:10 pm

I agree that Pinterest’s move is mindless marketing. Firstly, removing weight loss ads does not create stakeholder value. The obese people the ads were targeted at miss out on a valuable opportunity to improve their health. This does not mean that all weight loss products are effective, but a weight loss ad can at least get one to simply consider losing weight or to live a healthier lifestyle.

Secondly, removing weight loss ads does not uphold societal values. As the article mentions, there is an objective truth that being healthy is more advantageous than being unhealthy. Society should agree that the negative health consequences of being obese (high blood pressure, stroke, diabetes, etc.) is not desirable. Therefore, the society should seek to limit these consequences by promoting healthy behaviors, such as those featured in weight loss ads.

Moreover, I think there is a serious ethical component to the content of the weight loss ads. The content should be inclusive and not “make fun” of obesity. It should instead promote seeking out a healthier lifestyle by focusing on the internal benefits to losing weight rather than the body image that affects many people’s self-esteem.

Reply
Xander Duerksen
9/15/2021 07:17:35 pm

I largely agree with this article, as this is an issue that I have some experience with and I've also done a project concerning the body positivity movement. I related the most to the Gen Z individual that was interviewed and thought that their input was really valuable. Specifically, "Being overweight is not a ‘normal’ state to be in, according to health professionals regardless of what ‘body-positivity experts’ have to say." as this is sort of a "hard truth," which I appreciate.

That being said, I also agree that the context of weight loss ads are important, as they can become an issue if they are presented in a way that attacks or encourages unhealthy methods to the person seeing the advertisement.

I also agreed with the fact that Pintrest removing these ads is mindless, as it seems they are inadvertently (or maybe advertently) promoting/normalizing obesity, which I believe is not something that should be occuring.

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Ben
9/15/2021 10:56:13 pm

I agree with this article. Weight loss is a very tough subject to tackle. A large problem with weight loss and weight loss ads is stress. In many cases stress causes people to feel self-conscious, eat more, or lose motivation to work out. While it is very important to be reminded that it is not okay to be unhealthy and know the health risks that go with that, it is even more important to encourage and uplift those struggling to get fit and help them obtain their goals. The elimination of these ads will do so much more good. A much better alternative is to find ways to boost advertisements that encourage people struggling with weight and find ways to motivate them. Not add stress and harmful messages.

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Daniel Merlino
9/16/2021 11:16:09 am

I definitely support the idea of body positivity that Pinterest attempted to convey through removing weight loss adds. However, I do not think that removing weight loss adds was the most effective way support body image. Like you stated in the article, obesity has become fairly widespread in the United States. Being severely overweight can lead to many health problems such as high blood pressure and heart disease. Although I strongly believe in body positivity, I also think it is important to promote a healthy lifestyle. Therefore, a more appropriate method of body inclusivity would be to change the weight loss adds altogether. By doing this, we can show support and acceptance of all body types while also promoting a healthier lifestyle.

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