Loose Woman slims too fast: Denise Welch's 'unhealthily quick' weight loss ad banned

Denise Welch's LighterLife advert was banned after it was branded 'unhealthy' to lose 2 stone in just two months.

16:20 03 December 2014

The Advertising Standards Authority has banned Denise Welch’s LighterLife advert. The watchdog said that it was unhealthy to lose two stone in just two months.

The social media advertising campaign showed before and after photos of Denise stating: “Denise lost two stone in just two months.”

Denise was not happy with the decision saying that weight loss companies were “trying to help people, and yet they aren’t even allowed to tell us what they can do for us”.

"We understood that Denise Welch had been classed as overweight when her weight loss programme began and also that her waist circumference was very high, which put her at high risk of health problems," the ruling said.

"However, the code specified that for those who were normally overweight, a rate of weight loss greater than 2lb a week was unlikely to be compatible with good medical and nutritional practice.

"While we understood that LighterLife had given an account of the actual rate of weight loss experienced by Ms Welch, we noted the rate advertised was greater than 2lb per week."