Would TikTok’s pledges only reach a few million dollars? According to a study by Media Matters, the Chinese social network received $4.3 million for showing ads offering weight loss products. The campaigns concern two companies belonging to the Kilo wellness group.
The ads ran from November 1, 2022, to January 7, according to the Pathmatics ad research tool. In total, the different ads accumulate 415 million views.
laxative products
The two prominent brands are ColonBroom and Beyond Body. The only problem is that the products and diets being promoted are unrealistic and may even be potentially dangerous, according to an expert interviewed by Business Insider. ColonBroom promotes a laxative drink that promises significant weight loss in weeks. Beyond Body, for its part, offers advice and nutrition plans to refine “problem” parts of the body.
Above all, these advertising campaigns contrast with TikTok’s commitment to the inclusion and acceptance of bodies. In September 2020, the platform even guaranteed to ban ads selling these kinds of products. “These types of ads do not contribute to the positive, inclusive, and safe experience that we strive to provide on TikTok,” a statement said at the time.
“Disruptive” Ads
However, some posts were removed by ColonBroom, which also ran a communication campaign on Facebook and Instagram. The latter is still active.
The brand also acknowledges that the message it wanted to convey was imprecise. On the other hand, Beyond Body does not seem to have questioned itself, stating that its approach is based on a “scientifically proven” method.
Olivia Little, a researcher at Media Matters, recalls that TikTok had already been pinned for ads about attention deficit hyperactivity disorder (ADHD). She also regrets that the platform does not enforce its own policies.
“They have good rules on paper, but in fact they’re useless if you don’t enforce them. And they clearly don’t,” concludes Olivia Little.
Source: BFM TV
