Can I say it?
Can I say “lose 20 pounds in 30 days” in a weight loss ad?
Usually no. 5 rules fired across 3 sample sentences, and the checker's own text explains why.
The short answer
Usually no. The checker blocks the bare phrase in this setting. The first rule it hits is CG-TRL-007. Its reason: Promising effortless fat loss, fixed amounts of weight lost in a short time, or eating without restriction while losing weight is an unsubstantiated and misleading weight-loss claim.
Source the rule cites: FTC Act section 5; FTC Health Products Compliance Guidance (2022); FTC weight-loss advertising enforcement (e.g. Operation Big Fat Lie, Red Flag guidance on weight-loss claims)
Checked as an ad promoting a clinical service.
A clear result is not an all-clear. The checker flags wording for review and does not know your evidence, your state or your platform's review. Read the limitations.
Sample wording, run through the checker
These are sentences written to contain the phrase, not real claims. Each ran through the real engine and the shipped rule-set when this site was built.
Lose 20 pounds in 30 days.
- Blocking
CG-TRL-007Absolute promises. Matched: “Lose 20 pounds in 30 days” - WarningCG-ABS-007Absolute promises. Matched: “Lose 20 pounds”
- Warning
CG-PLT-018Platform policy. Matched: “Lose 20 pounds in 30 days”
Lose 20 pounds in 30 days, guaranteed.
- Blocking
CG-TRL-007Absolute promises. Matched: “Lose 20 pounds in 30 days” - WarningCG-ABS-007Absolute promises. Matched: “Lose 20 pounds”
- Warning
CG-ABS-001Absolute promises. Matched: “guaranteed” - Warning
CG-PLT-018Platform policy. Matched: “Lose 20 pounds in 30 days” - Warning
CG-PLT-025Platform policy. Matched: “Lose 20 pounds in 30 days, guaranteed”
Our program helps you lose 20 pounds in 30 days.
- Blocking
CG-TRL-007Absolute promises. Matched: “lose 20 pounds in 30 days” - WarningCG-ABS-007Absolute promises. Matched: “lose 20 pounds”
- Warning
CG-PLT-018Platform policy. Matched: “lose 20 pounds in 30 days”
What to say instead
This version came back with no rule fired:
Book a consult to talk through a plan built around you and what to expect.
What the rules themselves suggest:
- CG-TRL-007 Remove claims of effortless or rapid loss. Say that results vary and depend on diet, activity and medical supervision, and cite evidence for any number.
- CG-ABS-007 Cite the study and the typical result, with the time frame, or remove the number.
- CG-ABS-001 Remove the guarantee. If you offer a refund policy, describe the policy ("30-day refund if you are not satisfied") instead of guaranteeing results.
The rules behind this answer
Reason, source and citation for each rule that fired, in the checker's own words. Blocking rules come first.
CG-TRL-007 · Blocks approval
Promising effortless fat loss, fixed amounts of weight lost in a short time, or eating without restriction while losing weight is an unsubstantiated and misleading weight-loss claim.
Source: FTC Act section 5; FTC Health Products Compliance Guidance (2022); FTC weight-loss advertising enforcement (e.g. Operation Big Fat Lie, Red Flag guidance on weight-loss claims)
Safer wording: Remove claims of effortless or rapid loss. Say that results vary and depend on diet, activity and medical supervision, and cite evidence for any number.
See source text · Needs counsel review
CG-ABS-007 · Warns · Citation checked against stored text
Specific weight-loss amounts are outcome claims that need substantiation and a typicality statement.
Source: FTC Act section 5; FTC Endorsement Guides, 16 CFR Part 255; FTC Health Products Compliance Guidance
Safer wording: Cite the study and the typical result, with the time frame, or remove the number.
16 CFR Part 255 · Needs counsel review
CG-ABS-001 · Warns · Citation checked against stored text
Outcome guarantees are unsubstantiated absolute claims.
Source: FTC Act section 5, 15 U.S.C. 45; FTC Health Products Compliance Guidance
Safer wording: Remove the guarantee. If you offer a refund policy, describe the policy ("30-day refund if you are not satisfied") instead of guaranteeing results.
15 U.S.C. 45 · Needs counsel review
CG-PLT-018 · Warns · Citation checked against stored text
Google does not allow claims that entice the user with an improbable result as the likely outcome, and YouTube ads may not carry exaggerated or inaccurate claims. Meta bars claims of unrealistic results within specific timeframes. Microsoft, Amazon and Taboola bar a specific amount or rate of weight loss in a defined period.
Source: Google Ads Misrepresentation policy (unreliable claims); YouTube and Discover Feed ad requirements (exaggerated or inaccurate claims); Meta Advertising Standards, Unrealistic outcomes; Microsoft Advertising Healthcare and Pharmaceutical policy; Amazon Ads Claims and substantiation policy; Taboola Policy FAQ health and beauty; Reddit Ads Healthcare Products and Services policy
Safer wording: Drop the timeframe and the number. Describe the service and what a clinician will assess.
Meta Advertising Standards, Unrealistic outcomes, Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy, Reddit Ads Healthcare Products and Services policy, Amazon Ads Claims and substantiation policy, Google Ads Misrepresentation policy, YouTube and Discover Feed ad requirements
CG-PLT-025 · Warns · Citation checked against stored text
Amazon Ads bars guaranteeing permanent weight loss, a specific rate of weight loss, or promising that weight will not be regained, and bars saying a weight loss product is effective for everyone. Microsoft bars suggestions that weight loss results are guaranteed, universal or permanent. Taboola rejects absolute claims of results.
Source: Amazon Ads Claims and substantiation policy; Microsoft Advertising Healthcare and Pharmaceutical policy; Taboola Policy FAQ health and beauty
Safer wording: Say that results vary, and describe the support offered rather than the outcome.
Taboola Policy FAQ health and beauty, Microsoft Advertising Healthcare and Pharmaceutical policy, Amazon Ads Claims and substantiation policy
Background: Typical results disclosure in the glossary.
Questions
Which rule covers weight loss timeline claims?
Rule CG-TRL-007. The rule's reason: Promising effortless fat loss, fixed amounts of weight lost in a short time, or eating without restriction while losing weight is an unsubstantiated and misleading weight-loss claim.
What should I write instead?
The rule's own suggestion for rule CG-TRL-007: Remove claims of effortless or rapid loss. Say that results vary and depend on diet, activity and medical supervision, and cite evidence for any number.
If the checker shows nothing, can I publish?
No. A clean result means none of the checker's rules matched. It does not weigh your evidence, your state or your platform's review, and it is not legal advice. Read the limitations page for what it misses.
Next step
Check your own wording
Paste your copy into the free checker. Every flag names its rule and its source.