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Pinterest Bans All Weight Loss Related Ads

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pinterest bans all weight loss related ads

Pinterest completes their list of already banned weight loss related ads as National Eating Disorders Association’s data shows a steep rise in unhealthy eating patterns during the pandemic and Pinners embrace radical self-acceptance.

National Eating Disorders Association helpline has reported they experienced a 40% increase in call volume in 2020 that were related to mental health and eating disorder struggles compared to the year before. In light of that data combined with more recent trends on Pinterest, the platform has updated its policies, prohibiting all ads related to weight loss imagery and language. 

As explained by Pinterest:  

“As our community of Pinners grows, so do searches for topics like healthy eating, healthy lifestyle and fitness tips. We’ll continue providing useful and relevant content for those searching for it while prohibiting content that displays, rationalizes or encourages eating disorders and other types of self-injury.  For example, whenever Pinners search for keywords related to eating disorders, we block search results and direct them to expert organizations, like NEDA, so they can find additional resources. Pinterest also offers a variety of emotional well-being activities developed by emotional health experts, accessible directly within our mobile app and website. Pinners can simply search for “#pinterestwellbeing” to explore gratitude and self-compassion exercises, along with other interactive practices that can help improve their mood.“ 

Pinterest had already banned ads that featured any of the following:

  • Weight loss or appetite suppressant pills, supplements, or other products;

  • Before-and-after weight-loss imagery; 

  • Weight loss procedures like liposuction or fat burning; 

  • Body shaming, such as imagery or language that mocks or discredits certain body types or appearances; and

  • Claims regarding unrealistic cosmetic results

The new policy, prohibiting all weight loss related ads now also includes:

  • Any weight loss language or imagery; 

  • Any testimonials regarding weight loss or weight loss products; 

  • Any language or imagery that idealizes or denigrates certain body types; 

  • Referencing Body Mass Index (BMI) or similar indexes; and

  • Any products that claim weight loss through something worn or applied to the skin

Pinterest adds that ads promoting healthy lifestyles and habits, like fitness products and services, will still be allowed as long as they don’t promote weight loss. This is an important adaptation as many young people were cut off from their normal routines and hobbies during the pandemic that might have been their main opportunity for healthy exercise. Now, those same young people are experiencing the pressure of having to return to their social circles after almost 15 months of being away or distanced, and many experience heightened body image related insecurities.

Elizabeth Thompson, Interim CEO for the National Eating Disorders Association said: 

“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. 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.”

The move makes sense for Pinterest, where most people hop on the platform to get inspired, find new ideas, and look for positivity. This has long been the unique quality of Pinterest, which is considered a positive place by over 90% of people. Pinterest has stated before about how positive online environments have a “halo effect” on the brands that show up there, which simply means people are more receptive, trusting, and positively positioned towards them.

Pinterest also showcased a trend in searches, which supports the radical self-acceptance movement of body-neutrality:

  • “Healthy mindset quotes” searches are up x13 from previous year,

  • “Body neutrality” and “stop body shaming quotes” are up 5x, 

  • Body acceptance quotes are up 7x, and

  • “self-love illustration art” has increased 63x.

To bring more focus to the trend, Pinterest will be featuring Idea Pins from creators around the world on the Today Tab all week to showcase them “reimagining the relationship with their bodies.”

Pinterest has been stepping up as a fierce advocate for brand and consumer safety. Their efforts were recently recognized from brands’ side as TAG awarded Pinterest with a brand safety certificate, which required the platform to meet rigorous standards. Other Pinterest’s recent efforts in the realm include joining the Global Alliance for Responsible Media near the end of 2020, and launching a dedicated Brand Safety Hub that outlines the platform’s multi-year efforts to keep making Pinterest a safe place for brands. 

To encourage others in the industry to join the movement towards brand and consumer safety, Pinterest is emphasizing the importance of appropriate policy-making by communicating their own timeline of action and commitment to future steps.

Policy timeline 0 tHWOF4z
Retrieved from Pinterest Newsroom.

Similar trends of body-positivity and acceptance have been gaining momentum across social media platforms, making it impossible for brands to ignore the change in consumers’ mindsets. For businesses, this change presents an opportunity to take a hard look at their own current messages and join their audiences in focusing on the positive for once.

Read the full announcement of Pinterest’s new policy here.

Socialmediatoday.com

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Elon Musk’s X and Amazon discuss potential collaboration

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Elon Musk’s X and Amazon discuss potential collaboration

In a significant development in the social media industry, Elon Musk’s social media platform, X, is reportedly engaging in preliminary discussions …

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Threads Looks Set to be Made Available to European Users Next Week

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Threads Looks Set to be Made Available to European Users Next Week

Good news with EU social media fans, with Threads looking set for a December 14th launch in the region, just in time to capitalize on holiday engagement.

As reported by The Verge, EU Instagram users can now access a countdown timer at www.threads.net, which seemingly indicates the exact time for the upcoming EU launch. Meta hasn’t made any official announcement, but the countdown clock is only visible to European users, while EU users can also search ‘ticket’ in the Instagram app to find a digital invitation to Threads.

Which replicates the original Threads launch back in July, which included similar Easter eggs and indicators pointing to the launch date (like the above).

The EU launch of Threads has been delayed by evolving EU data privacy regulations, which, due to the timing of the implementation of these new rules, has put additional development burden on the Threads team to ensure compliance with the new parameters. Amid the initial Threads launch, Instagram (and Threads) chief Adam Mosseri said that it could take “many months” for Threads to reach EU users due to these additional complications.

But we have since seen indicators that Threads is coming.

Last month, The Wall Street Journal reported that Meta had an established plan to launch Threads to EU users in December, while app researchers have found various references to an upcoming “Threads EU Launch” in the app’s code.

Threads EU launch

Given the various strands of evidence, it does indeed seem likely that European users will get access to the app next week. And again, with social media usage increasing during the holiday break, that would also provide the best opportunity for Meta to capitalize on its opportunities.

Which are seemingly on the rise. As more people turn away from Elon Musk’s X project, largely due to Musk’s own divisive commentary, they’re seeking a real-time social alternative, and for many Threads is already filling that void.

That’s especially true for journalists, a common target of Musk’s attacks, who are now establishing new networks within the Threads ecosphere. And while live sports engagement remains high on X, Threads is also making a push to win over more sports communities, even placing ads courtside during the new NBA in-season tournament showcase in Las Vegas.

Threads NBA ad

That’s seemingly prompting more sports fans to post in the app, which will expand again with the arrival of potentially millions more users in the EU region.

So how many more users can Threads expect to gain as a result of its European expansion?

Based on Meta’s EU disclosure data on active users, Instagram currently serves some 259 million monthly active users in Europe.

Instagram’s total, official user count is 1 billion MAU, while Threads now has over 100 million monthly users. So presumably, around a tenth of active IG users are also signing up to the app, which would mean that, at a rough estimate, we’re set to see around 25.9 million new Threads users incoming, if/when Threads is launched in the EU region.

Which is probably not as many as you might expect, but this is based on rough estimates, as Instagram reportedly has more than a billion actives now, and we don’t know the exact, current user counts of either app.

But either way, it will expand the conversation in the app, and enable more people to take part, which has its own expanded benefits. And with around 60 million X users also in the region, that could see a number of them looking to make the switch.

Which is the real aim here. Meta has created Threads as the X alternative, aiming to scoop up former Twitter cast-offs who are unhappy with Elon’s changes at the app. In order to do that, Threads needs to be available in all regions where X users may be looking to jump ship, so its EU expansion is another critical step in this respect.

It’ll be interesting to see what Threads user numbers rise to over the holiday period, and whether it can indeed become a genuine rival for X in total active engagement.

We’ll keep you updated on any official announcement on the Threads EU launch.



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The best social media hacks to blow up your following in just a year

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The best social media hacks to blow up your following in just a year

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Get viral fast. Plus more social media hacks to grow your accounts.

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