TikTok has imposed a ban on the popular hash-tag “skinnytok”, following pressure from European regulators, particularly policy makers in France and Brussels.

The ban is the latest effort to counter criticism about its effect on teen mental health, as critics say the trend directs people towards content which “idolises extreme thinness.”

Instead, people using the hashtag will now be redirected to mental health support resources.

According to the US-based National Alliance for Eating Disorders, the “skinnytok” hashtag has more than half a million posts associated with it.

It says the hashtag includes content such as low-calorie recipes which appear to promote healthy lifestyle advice but in reality, “glorifies thinness and vilifies weight gain” and “promotes disordered eating behaviours.”