The ASA stated that the advert was "irresponsible" as it "perpetuated pressure for new mothers to lose weight soon after giving birth." The authority also noted that the weight-loss medication carried safety warnings for people who were breast-feeding. "The scale of the problem is worse now as people feel extra pressure to lose weight as part of New Year resolutions," the ASA said in a statement.

The ban comes as part of a wider crackdown on the advertising of prescription-only weight loss drugs to the public. It is illegal to advertise such medications to the general public, and the ASA has been working to enforce this rule. The authority has been monitoring the advertising of weight-loss products and services, particularly in the lead-up to New Year's resolutions.

The ban has been welcomed by women's rights groups, who have long argued that the advertising of weight-loss products to new mothers perpetuates unrealistic beauty standards and can have negative impacts on mental health. "This is a victory for women's rights and a recognition of the harm caused by the advertising of weight-loss products to new mothers," said a spokesperson for the group. "We hope that this ban will send a strong message to advertisers that they must prioritize the well-being and dignity of women, rather than exploiting their insecurities for profit."

MedExpress has removed the advert from its social media channels, along with SkinnyJab and CheqUp. The companies have not commented on the ban, but the ASA has confirmed that it will continue to monitor the advertising of weight-loss products and services to ensure compliance with regulations. The ban is seen as a significant step forward in the fight against the objectification and exploitation of women's bodies, and a recognition of the importance of prioritizing women's health and well-being.