It concludes the list of already banned weight loss-related ads as data from National Eating Disorders Association shows a steep rise in unhealthy eating patterns during the pandemic and Pinners embracing radical self-acceptance.

The National Eating Disorders Association helpline reported a 40% increase in 2020 call volume related to mental health and eating disorder struggles compared to the previous year. Related to this data, as well as other more current trends, Pinterest is revising its policies: It will now ban all ads related to weight loss as it will no longer permit advertisements with or using language that promotes imagery of weight loss.

According to Pinterest:

"As our community of Pinners grows, so do searches for topics like healthy eating, healthy lifestyle and fitness tips. We will continue to provide useful and relevant content for those who are searching for it, while prohibiting content that displays, rationalizes or encourages eating disorders and other types of self-injury.". For example, every time Pinners search for keywords related to eating disorders, we don't serve them search results and instead point them in the direction of expert organizations, such as NEDA, where they can learn more. We also feature a range of emotional well-being activities, created by emotional health experts, directly on our mobile app and on website. There's lots on gratitude and self-compassion exercises and other interactive practices to boost your mood to discover by looking for #pinterestwellbeing. Pinterest has already banned ads showing one or more of the following:
Diet pills, weight loss supplements, or other weight loss products;
Before-and-after pictures of losing weight;
Procedures for weight loss such as liposuction or burning fat

Body shaming, which includes imagery or language that mocks or degrades certain body types or looks; and

Claims about impossible cosmetic results

The new policy, which prohibits all weight loss related advertisements now also includes:

Any weight loss language or imagery;
 
Any testimonials talking about weight loss or weight loss products;
 
Any idealizing or degrading messages or imagery that target certain body types;
 
Even mentioning Body Mass Index or similar indexes; and

Products advertising losing weight by wearing or putting it on the skin

Ads which promote healthy lifestyle and good habits, for example, fitness products and services shall be allowed so long as they do not advocate losing weight. This is a crucial adaptation since most of the young people were kept away from their usual lifestyles and pastimes during the pandemic, which could have been the best chance to have wholesome exercise. The same young people are now being compelled to return to their social networks after nearly 15 months away or distanced, and most of them have a heightened sense of body image insecurity.

NEDA is heartened by this next step in putting the mental health and wellbeing of Pinners first, particularly those in diet culture, body shaming, and eating disorders. We are hopeful this global policy will urge other organizations and companies to examine potentially damaging ad messages and work on their own policies for change," said Elizabeth Thompson, Interim CEO for the National Eating Disorders Association.

For the most part, people pin in the hopes of getting inspired by new ideas and positivity from the platform. This was for a long time the quality that differentiated Pinterest as more of a positive place compared to over 90% of other people. As mentioned earlier, Pinterest has described how positive online environments have a "halo effect" on the brands that pop up there, which means people are more receptive, trusting, and positively disposed towards them.

Pinterest also reflected a trend in searches that supports the radical self-acceptance movement of body-neutrality:

"Healthy mindset quotes" searches are up x13 from previous year,
"Body neutrality" and "stop body shaming quotes" are up 5x,

Body acceptance quotes are up 7x, and
 
"self-love illustration art" has increased 63x.
 
To amplify the trend, Pinterest will feature Idea Pins from creators around the world on the Today Tab all week to celebrate them "reimagining the relationship with their bodies."
 
Pinterest has been doubling down as a fierce advocate for brand and consumer safety. Recently, the efforts have been recognized from the side of the brands themselves, as TAG awarded Pinterest a brand safety certificate, making the platform meet its rigorous requirements. Other efforts by Pinterest in the realm include joining the Global Alliance for Responsible Media near the end of last year and launching a dedicated Brand Safety Hub outlining the multi-year efforts by the platform to keep making Pinterest a safe place for brands. This way, Pinterest will appeal to others in the industry to join the movement toward brand and consumer safety by emphasizing appropriate policy-making through communication of its own timeline of action and commitment to future steps.
Similar trends of body acceptance have been on the surge all over social media avenues that brands cannot ignore consumer shifts in mindset. Opportunities thus arise for businesses looking for a chance to focus the attention of their business messaging on the positive again.