Finally people are calling out Noom for the toxic, disordered eating advice they've been shelling out, and we are here for it!
ADVERTISEMENT every noom ad is like “we’re NOT a diet. we’re an eating disorder :)”Last week, Noom, a fitness and weight loss app that caters to over 45 million people worldwide, came under fire on Twitter for its false advertising as a weight loss app that is apparently “above diet culture.”
Weight loss programs in general are nothing new – Weight Watchers, Fitbit, MyFitnessPal – are all designed to help people lose weight – a fad that our image obsessed culture never stops capitalizing on. But in recent years, as the anti-diet movement has gained real traction, many weight loss programs are rebranding in order to distance themselves from traditional “dieting” and appeal to the cultural moment of body positivity and meditative mindfulness.
In one sponsored Noom ad on Instagram, a tall, thick stack of cakey pancakes consumes the screen. Just above the cakes, in big, bold font: “No food is forbidden. Just 10 minutes a day. Keep the weight off.” This type of advertising is purposefully vague and enticing. It seems like a quick and easy solution for weight loss, which is particularly appealing to those who have had complex and disordered relationships with food and dieting in the past.
— Corrie Oberdin January 22, 2022 Even for people without a history of eating disorders, the constant logging of everything that you put into your mouth and the color-coded response to eating choices suggests that Noom can easily create obsessive behavior and thoughts around food. Yet they continue to claim that they are not a traditional diet and that they use a “psychological” and “mindful” approach.
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