Pinterest said Thursday it’s updating its advert insurance policies to “prohibit all ads with weight loss language and imagery.” The firm stated in a weblog submit that it developed its new coverage with steerage from the National Eating Disorders Association (NEDA), whose analysis exhibits there was a rise in eating disorders and unhealthy consuming habits in younger folks through the pandemic.

“Pinterest is the place people come for inspiration to create life they love,” the weblog submit reads. “It’s where everyone belongs—regardless of body shape or size. We’re empowering Pinners to plan for a summer and beyond without weight loss ads, so they can focus on what matters most.”

The firm claims it’s the “only major platform to prohibit all weight loss ads,” and that the brand new guidelines construct on the corporate’s present advert insurance policies towards physique shaming and weight reduction scams. In 2019, Instagram restricted weight reduction content material and sure varieties of beauty surgical procedure from being seen by customers beneath age 18.

Beginning Thursday, Pinterest’s coverage will prohibit:

• Any weight reduction language or imagery
• Any testimonials concerning weight reduction or weight reduction merchandise
• Any language or imagery that idealizes or denigrates sure physique varieties
• Referencing physique mass index or comparable indices
• Any merchandise that declare weight reduction by way of one thing worn or utilized to the pores and skin

Ads for weight reduction or urge for food suppressant tablets, before-and-after weight reduction imagery, weight reduction procedures like liposuction or fats burning, physique shaming, and “unrealistic” claims about beauty outcomes have been already banned beneath the coverage, the corporate added.

Elizabeth Thompson, interim CEO for NEDA, applauded the transfer. “NEDA is encouraged by this necessary step in prioritizing the mental health and well-being of Pinners, especially those impacted by diet culture, body shaming, and eating disorders,” she stated in a press release. “We are hopeful this global policy will encourage other organizations and companies to reflect on potentially harmful ad messages and to establish their own working policies that will create meaningful change.”

Pinterest has been one of many extra forward-thinking social media platforms with regards to reining in dangerous or deceptive content material in its adverts. In 2016, it prohibited adverts for “sensitive content including cultural appropriated and inappropriate costumes.” It stopped working political adverts in 2018, and in 2019, Pinterest was one of many first social media firms to dam anti-vaccination content material, to stop misinformation from spreading on its platform.

Earlier this yr the corporate stated it could finish using nondisclosure agreements (NDAs) when workers go away the corporate, following a settlement with its former COO who had alleged gender discrimination.