Cosmetic Surgery Ads Targeted To People Under 18 To Be Banned In UK | young people

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Cosmetic surgery clinics should be banned from targeting advertisements for procedures such as breast augmentation, nose jobs and liposuction in those under the age of 18, as part of a crackdown led by the watchdog. British advertising.

New rules ban ads on all media – ranging from social media sites such as Facebook, TikTok and Instagram to billboards and posters, newspapers, magazines and radio as well as social influencer marketing – that are aimed at under the age of 18 or likely to have a particular appeal to this age group.

The changes take effect from May and follow a consultation with the Committee for Advertising Practice (Cap), which drafts the codes that all UK advertisers must follow.

He launched the consultation, which investigated the potential damage such ads can have on youth mental health and the problem of pressure on body image, after noting the “concerns expressed by senior NHS officials and public health “.

Although it is illegal to perform cosmetic procedures on those under the age of 18, there have been no restrictions on advertising them, unlike the controls that exist around the marketing of junk food products, alcohol and gambling.

In 2018, the Advertising Standards Authority, which enforces the UK advertising code, received complaints about an advertisement for breast surgery run by the MYA clinic that appeared in commercial breaks on Love Island when viewed on its breast surgery service. streaming ITV Hub.

The clip, which showed women in bikinis partying around a pool, beach and boat, was widely criticized and was later banned by the ASA. The plaintiffs included the Mental Health Foundation, which said the announcement made an ambitious link between surgery, body confidence and happiness.

“Due to the risks inherent in cosmetic intervention procedures and the potential appeal of these services to young people struggling with body confidence issues, it is important that we necessarily set the bar high in terms of marketing.” said Shahriar Coupal, director of the Advertising Practice Committee.

“The new rules will ensure that advertisements cannot target those under the age of 18 and, where children and young people see them, our strict rules mean that advertisements cannot mislead or exploit vulnerabilities in their audience. “

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The ban will not affect advertisements for cosmetic products such as creams, makeup, lotions, face masks, tanning products or hair products.

Earlier this year, the ASA cited and humiliated social media stars, including Jodie Marsh, Chloe Khan, Lucy Mecklenburgh and Chloe Ferry, for repeatedly flouting rules requiring them to tell their followers when they got paid to promote a product or service in a message.

In recent years, the ASA has also cracked down on gender stereotypes in advertisements and abolished the airbrush manifesto, which has led to the ban on major beauty advertisements featuring celebrities such as Cara Delevingne, Natalie Portman and Julia Roberts. The ASA has also banned advertisements featuring “unhealthy thin” models.

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