Actress and Loose Women star Denise Welch found herself at the centre of controversy in 2014 when a weight loss advertisement featuring her was banned in the UK.
The Advertising Standards Authority (ASA) deemed the commercial “unsafe” due to the rate of weight loss it promoted.
This weekend, the TV star will appear on Channel 4’s Celebrity Hunted. Denise will join a team of celebs as they attempt to stay off the grid for 14 days.
Denise Welch worked with a weight loss company
The Loose Women star had been working with the weight loss company LighterLife, which specialises in meal replacement programs and structured plans.
As part of their promotional campaign, LighterLife shared before-and-after images of Denise.
“Denise lost two stone in just two months,” they proudly announced.
However, this claim quickly drew scrutiny.
The ASA – the UK’s advertising regulator – stepped in, declaring that the advertised weight loss rate exceeded 2lb (around 900g) per week.
“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,” an ASA spokesperson explained.
“We had not seen evidence to demonstrate that the rate of loss experienced by Ms. Welch was compatible with code requirements. We told LighterLife to ensure that rates of weight loss were compatible with good medical and nutritional practice and that treatments for obesity were not advertised to the public without suitably qualified supervision.”
The ruling meant the advert could no longer air in its current form.
Denise hits back
Meanwhile, Denise was vocal in her disagreement with the ASA’s decision.
Speaking out, she defended her weight loss experience.
“The Advertising Standards people need to get out more,” Denise said in response to the ruling.
“Weight loss companies are trying to help people. Yet they aren’t even allowed to tell us what they can do for us.”
She highlighted that her transformation followed the exact steps outlined in the LighterLife program and that the plan adhered to nutritional standards.
“How can that be right, when the Foodpacks comply with all the nutritional rules, including Trading Standards, and I did exactly what I was supposed to do with them? I felt better than I had for ages, and those are genuine before-and-after pictures.
“Meanwhile, obesity is increasing, people are dying from cancer, heart disease, and diabetes, and yet a brilliant solution is being kept from us.”
Denise’s sentiments were echoed by Dr. Matt Capehorn, LighterLife’s medical director.
He questioned the logic behind the ASA’s decision and emphasised the company’s mission to help people achieve healthier lifestyles.
“This shows just why Britain is in its current mess, with one of the biggest obesity problems on the planet. There is something wrong when weight loss companies are trying to help dieters, and bureaucracy gets in the way.”
Dr. Capehorn further argued that LighterLife’s programs complied with all regulations.
Despite the criticism, Denise has maintained that her weight loss journey was a positive experience.
Celebrity Hunted: Season 6 continues on Sundays on Channel 4. It began on January 5.
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