This slimming advert has been banned and labelled ‘irresponsible’ after getting loads of complaints
Dozens of viewers slammed the advert for exploiting women's weight-insecurities and implying slimness and beauty was essential for happiness
A WEIGHT loss advert has been labelled "irresponsible" and banned following an investigation by the Advertising Standards Authority (ASA).
The Diet Chef advert shows a woman named Cheryl tearfully looking at photos of herself.
Dozens of viewers slammed the advert for exploiting women's weight-insecurities and implying slimness and beauty was essential for happiness.
The 26 people who submitted complaints to advertising watchdogs said that the ad implied overweight women do not take care of themselves - and that this was offensive and irresponsible.
In the advert, Cheryl, who wears a baggy shirt, looks distressed and tearful with messy hair.
She then meets another woman, who represents a future version of herself, after just two months on the Diet Chef plan.
A voice-over says: "Two months after starting with diet chef Cheryl meets her former self.”
The slimmer Cheryl told the plumper one: “I know how you feel, you can look that good again you know.”
The plumper character said: “You look, amazing.
"I never dreamed I could be that slim again."
The slimmer woman asked the larger version of herself: “It feels good. Why did we wait so long?”
The larger woman responded tearfully: "I just didn't believe I could do it. I just couldn't stick to anything."
The voice-over then finishes: “Discover why over a 150,000 people like Cheryl have chosen diet chef to lose weight.
"Go to dietchef.co.uk now.”
Diet Chef claimed that the ad did not state that people need to be slim in order to be attractive and happy.
They argued that the contrasting emotions of both Cheryl's showcased the frustration commonly felt by dieters.
However, the firm did acknowledge that the larger Cheryl looked less polished than the slimmer version.
But they claimed this reflected the change in her lifestyle and that she was "taking control" of her life.
Diet Chef argued that the ad did not exploit women was not designed to shame, offend or imply larger women were inferior.
But the advert was found to be in breach of rules regarding social responsibility and banned following an investigation by the Advertising Standards Authority (ASA).
An ASA spokesman said: "The character’s unhappy demeanour appeared disproportionate to concerns about her weight, especially as she did not appear to be particularly overweight, despite being dressed in baggy clothing.
"We considered that viewers would understand that her concerns about her weight had had a significant effect on her general well-being.
"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."
The spokesman added: "It therefore implied that those with insecurities about their bodies, and particularly their weight, could only achieve happiness and self-confidence through weight loss.
"We therefore concluded that the ad presented a socially irresponsible approach to body image."
The ad was banned from appearing again in its current form.