The advertising regulatory body banned an Instagram advert, posted by Katie Price for The Skinny Food Co, advocating a low-calorie diet.

The sponsored video, which appeared last August, showcased the celebrity meticulously detailing her daily intake of merely 755 calories.

This figure starkly contrasts with the NHS's recommended daily calorie intake of about 2,000 calories for women and 2,500 calories for men.

The Advertising Standards Authority (ASA) labelled the ad as "irresponsible," and it has since been removed from Price's Instagram account.

In the disputed video, Price is seen preparing and consuming meals such as porridge with zero-calorie syrup, a wrap with zero-calorie garlic mayonnaise, and a low-calorie chicken tikka curry. She concludes her day with low-calorie chocolate malt balls.

Accompanying the video was Price's claim that this regimen assists in maintaining a calorie deficit for weight loss purposes.

She also mentioned that her children were fans of these products and reiterated her belief in calorie deficit as a strategy for managing weight.

Di Archer, chief executive of Tastelife, a Christian organisation that tackles eating disorders, expressed concerns to Premier Christian News about promoting these very low-calorie diets.

"Very low-calorie diets can lead to eating disorders in those who might be vulnerable. [The diets] are also likely to be unbalanced," she said.

"Advising calories that low as a permanent diet is actually quite dangerous…you can also fall into yo-yo dieting…so it's just not sustainable."

She also highlighted how children observing their parents or guardians stressing about their weight are likely to adopt unhealthy food habits themselves.

"Statistics say that lots of people who develop disordered eating have parents who did yo-yo dieting all of the time or were very concerned with what they ate."

The ASA received complaints challenging the ad's promotion of a diet falling significantly below the 800-calorie mark without emphasising that such dietary practices should be short-term and under medical guidance. The regulatory body expressed concern that consumers might be misled into following similar extreme diets without seeking necessary medical advice.

The advert was also criticised for not being clearly identifiable as sponsored content due to the inconspicuous placement of the hashtag #ad. The ASA has since instructed The Skinny Food Co and Price to ensure that future advertisements are readily recognised as marketing communications.

In response to this feedback, Price committed to removing the advertisement and sought guidance on ensuring compliance in future posts.