top of page



Medical Content & Topics

Policy Date:

Apr 13, 2022

• Amazon prohibits ads for weight loss supplements and other products (other than food or meal replacements) and services on Homepage, Kindle screensaver, and Fire Tablet wake screen, behavioral targeting, and ads for fat burners and blockers.
• Ads must be frequency-capped at 3 times per 24 hours (3x24).
• Ads must not encourage unhealthy eating or negative body image/self-perception.
• Ads must not make any unrealistic or excessive claims, including, but not limited to:
• That customers can lose weight by merely using the product without following a calorie-controlled diet or exercise program.
• That results are effective for everyone, or that are permanent.
• Weight loss of two pounds or more a week.
• Substantial weight loss no matter what or how much the customer eats.
• That a customer will lose weight by wearing a product on the body or rubbing it into the skin.
• The term “diet” is used to mean a food or drink that is suitable for diabetics, and should therefore be used with caution.
• Ads should not make any reference to the rate or amount of weight loss which might result from the consumption of a food.
• Advertisers should be able to show that their diet plans are nutritionally well balanced. These will be assessed in relation to the subjects who would be using them.
• Ads should not offer treatment specifically for conditions that require medical treatment, such as obesity, anorexia and bulimia.
• Advertisers should not make general claims that specific amounts of weight can be lost within a stated period.
• Ads for intensive exercise programs should encourage users to check with a doctor before starting.
• Ads for adult weight-reduction regimes or establishments should neither be directed at, nor contain anything that will appeal particularly to, children.
• Health claims in marketing communications for food products that refer to a rate or amount of weight loss are not permitted.
• Ads must recommend that consumers seek professional advice on diet, exercise, and lifestyle changes.
• Individuals used in weight loss products and services ads must not be considered obese, as classified by their BMI.
• Ads for a diet plan with less than 3500kj (800 calories) per day on average over the course of one week are prohibited.

bottom of page