An advert for the weight loss programme LighterLife featuring former Coronation Street and Loose Women star Denise Welch (inset) has been banned after the actress lost weight more quickly than regulations deem to be safe.
Welch attacked the ruling, saying weight loss companies were "trying to help people, and yet they aren't even allowed to tell us what they can do for us".
The social media page featured before and after images of the actress and said: "Denise lost two stone in just two months."
Responding to a complaint challenging whether the ad complied with rules on weight-loss advertising, LighterLife described Welch as overweight with a "very high" waist circumference when she began her programme. The company said Welch lost more than 2lb (around 900g) a week while on the programme.
The UK Advertising Standards Authority (ASA) noted that the Committee of Advertising Practice code stated that claims for an individual to have lost an exact amount of weight must be compatible with good medical and nutritional practice.
The ASA said: "We understood that Denise Welch had been classed as overweight when her weight loss programme began and also that her waist circumference was very high, which put her at high risk of health problems.