Cosmetic surgery advertisements aimed at changing a person’s physical appearance will no longer be allowed to target under-18s.
The guidelines will take effect in May of next year, according to the UK Advertising Standards Authority. It implies that corporations can no longer market operations like breast augmentations and nose jobs in media targeted at people under the age of 18.
This includes shows on television and social media targeted specifically at children under the age of 18. It is unlawful to conduct cosmetic operations on minors under the age of 18, yet there were no limits on advertising to them before this.
The decision follows a consultation by the Committee for Advertising Practice (CAP), which drew up the regulations that must be followed by all UK advertisers. Concerns were raised regarding the possible impact of advertising cosmetic modifications to children and young people, such as body image pressures and mental health issues, as well as the operations’ risks and repercussions.
According to the Committee, evidence has led to an ever-clearer picture that children and young people are sensitive to body image pressures.
Because of the inherent hazards of cosmetic surgery operations and the potential attractiveness of these services to young people battling with body image issues, it’s crucial we set the bar high in terms of marketing, said CAP director Shahriar Coupal.
Dermal fillers and skin rejuvenation treatments such as injectables, chemical peels, laser or light treatments, and teeth whitening products are also prohibited.
The Advertising Standards Authority (ASA) recognised and humiliated social media celebrities earlier this year for breaching advertising laws.
Luke Mabbott, Gabby Allen, Lauren Goodger of Towie, and TikTok collective The Wave House have all been ordered to remove posts because they were not properly labelled as advertisements. Chloe Khan, Jodie Marsh, Lucy Mecklenburgh, and Chloe Ferry were named and shamed by the ASA in August for frequently breaking the regulations.