Targeting teenagers with advertisements for cosmetic procedures such as breast augmentation and rhinoplasty will be banned from May, the regulator has announced.
Under these regulations, companies will no longer be able to advertise products and processes designed to change their appearance around TV shows with a large teen audience under the age of 18. -18 years old or with a large percentage of the age group in the audience.
The changes come after a public consultation following concerns about the potential impact of the advertising of cosmetic interventions on the mental health and physical safety of young people. the age.
The ban includes procedures such as breast reduction or enlargement, tummy tuck or “abdominoplasty”, eyelid surgery, rhinoplasty, lift surgery and hair restoration.
Ads for non-surgical interventions such as dermal fillers and skin rejuvenation treatments, including injectable treatments, chemical peels, and laser or light treatments as well as teeth whitening products will also forbidden.
A consultation by the Advertising Practices Commission (CAP) and the Advertising Standards Authority looked at whether existing rules for cosmetic procedure advertising have a negative impact on the health of children and young adults. teenager or not. It found a “clearer picture than ever” that young people are particularly vulnerable to pressure on body image.
Negative body image perceptions are common among these groups, which can affect their self-esteem, health, and mental health. Concern has been raised about the risks and potential complications of the procedures.
The watchdog has ruled that from May 25 next year, ads for cosmetic interventions will be banned from targeting people under the age of 18. The ban will not affect ads for cosmetics such as creams, makeup and hair products.
Shahriar Coupal, director of CAP, said: “Due to the inherent risks of cosmetic interventions and the potential appeal of these services to young people struggling with confidence issues. body, so it was important for us to set high standards in terms of marketing. The new rules will ensure ads aren’t targeted to people under the age of 18, and where children and young adults see them, our strict content rules mean ads shouldn’t be offensive. misunderstood or exploited the audience’s vulnerability. “
The rules would put an end to ads about plastic surgery in or around reality TV shows like Love Island.
The British Association of Plastic Surgeons has called for a ban on public advertising of plastic surgery companies since 2012.
