Pinterest has announced a new global policy banning weight-loss ads, making it the first major social media platform to do so, according to the company.

The policy is an expansion of its rules banning body-shaming and dangerous weight-loss products and claims, including pills and supplements, before and after imagery and weight-loss procedures.

The new policy prohibits all weight-loss language and imagery, including testimonials regarding weight loss or weight-loss products; references to body mass index (BMI) or similar indexes from the platform; and products that claim weight loss through products worn or applied to the skin.

Ads promoting healthy lifestyles and habits or fitness services and products will still be allowed, as long as they don’t focus on weight loss. 

The policy was developed with guidance from the National Eating Disorders Association (NEDA).

Pinterest cites a study documenting the exacerbating impacts of the COVID pandemic on people with eating disorders, and NEDA reports seeing an upsurge in calls to its help line during the pandemic.

When Pinners search for keywords related to eating disorders, Pinterest blocks search results and directs them to NEDA for additional resources.