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Pinterest is the first social network to ban any language and images about weight loss, including ads that denigrate body diversity through “miracle” products, weight loss programmes and any reference to body mass index (BMI).

The company stated: “This stance makes Pinterest the only major platform to ban all weight loss ads. It’s an expansion of our advertising policies that have long banned body shaming and dangerous weight loss products or claims”.

Pinterest will still approve ads that promote “healthy habits and lifestyle tips”, but they have abolished the focus on weight loss. The new rule change prioritises the “emotional and mental health and well-being of users, especially those directly affected by disordered eating or diet culture or body shaming”.

The plataform, which has a long history of pushing pro-eating disorder content, has already blocked such searches and instead directs users to specialised organisations that raise awareness of these issues.

Although a large amount of negative content still persists on the site, the move comes in response to an increase in user searches for “body neutrality”, “stop body shaming” and “self-love tips”.