The Advertising Standards Authority (ASA) has banned a social media advert by MedExpress that targeted new mothers with weight-loss injections, citing the use of a harmful gender stereotype and irresponsible exploitation of insecurities around body image. The ad, which featured a woman taking a selfie in the mirror with text reading: "I wish I knew sooner that I could lose post-baby weight with a medicated weight loss treatment from MedExpress," was deemed to perpetuate pressure for women to lose weight soon after giving birth.

According to the ASA, the ad was banned along with two others by SkinnyJab and CheqUp, which were also found to be irresponsibly targeting individuals with insecurities around body image. All three firms have since removed the ads. The ASA noted that it is illegal to advertise prescription-only weight loss drugs to the public, and that the "scale of the problem" has worsened in recent years as people feel extra pressure to lose weight as part of New Year's resolutions.

The ASA stated that the weight-loss medication in question carries safety warnings for people who are breast-feeding, making the advert even more irresponsible. "We understand that new mothers may be vulnerable to messages that suggest they need to lose weight quickly after giving birth," said an ASA spokesperson. "However, this advert perpetuated pressure for women to conform to unrealistic beauty standards, which can have serious consequences for their mental and physical health."

The issue of body image and weight loss is a pressing concern for women globally, particularly in the wake of the New Year's resolution season. According to the World Health Organization (WHO), approximately 39% of women in the United States experience body dissatisfaction, which can lead to a range of negative consequences, including disordered eating and mental health problems.

The ban on these adverts is a welcome step towards promoting a more inclusive and supportive environment for women. "It's essential that we challenge these kinds of adverts that perpetuate unrealistic beauty standards and promote unhealthy weight loss methods," said Dr. Sarah Jones, a leading expert on body image and eating disorders. "By banning these ads, we can help to create a more positive and empowering environment for women to focus on their health and well-being, rather than trying to conform to societal beauty standards."

The current status of the situation is that the adverts have been banned, and the companies involved have removed them from their social media platforms. The ASA will continue to monitor the situation and take action against any future adverts that perpetuate harmful stereotypes or irresponsible marketing practices.