Plastic surgery ad banned for ‘exploiting’ young women’s insecurities

A controversial TV ad from MYA Cosmetic Surgery showed a group of scantily-clad young women discussing the benefits of breast implants.

The Advertising Standards Authority (ASA) has branded a TV ad as “irresponsible” after it glorified breast enlargement among young women.

MYA Cosmetic Surgery aired the controversial TV ad on 16 January 2017. The ad focuses on multiple young women – some of which are wearing bikinis and sat in a Jacuzzi tub – each discussing how breast surgery has transformed their confidence.

One of the girls says: “I can’t believe I used to be so nervous about wearing a bikini in public. Now after surgery I feel fine.” Another adds: “After I lost the weight, my breasts were so saggy, and now they’re full and perky again.”

A sole complainant claimed the ad exploited the body insecurities of young women and was irresponsible due to the impressionable children who could have been watching.

In response, MYA Cosmetic Surgery argued it only used models over 21, who “looked over the age of 25”, to ensure it didn’t appeal to children. It also pointed out the ad had a clear “18+” disclaimer.

However, the ASA rejected this justification. A spokesperson rebuked: “We noted that the ad featured four separate conversations between different women who had recently undergone breast-enhancement surgery.

“Some of the women appeared to be under the age of 25, and so could appeal, and be of relevance, to young women and teenage girls.”

The ASA also argued the cosmetics firm exploited the insecurities of young women by suggesting women couldn’t feel confident in public unless they had a particular body type.

The ad must not appear again in its current form and the ASA says it has warned MYA it “must not advertise surgery in an irresponsible and harmful way by focusing disproportionately on people’s negative perceptions of their bodies prior to cosmetic surgery.”

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber


    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now