FTC-specific guidance on weight loss advertising — substantiation requirements for slimming claims, diet and body composition products, GLP-1 adjacent language, and weight loss supplement promotions.
What this covers
The FTC treats weight loss claims as one of the highest-priority deceptive advertising categories — 'lose 30 pounds in 30 days' without clinical substantiation is an FTC violation, not just a platform policy breach. Any claim that implies a product causes weight loss, reduces body fat, or changes body composition requires competent and reliable scientific evidence before it can be made. GLP-1-adjacent language (referencing semaglutide, Ozempic, or weight loss injections) is heavily scrutinized both for false association and for implying unsubstantiated drug-equivalent effects.
Start with the current guidance below, then use recent updates for context on what shifted.