Breast enlargement ad banned.

TV advert starring fashion blogger Sarah Ashcroft (best known as That Pommie Girl) has been banned by the Advertising Standards Authority (ASA) for suggesting that breast enlargement will make you more popular and confident.

After the advertisement ran, however, it was banned. The concern was that the advert exploited young women’s insecurities about their bodies by implying that breast-enhancement surgery would make them more confident and popular, and the complaint challenged whether the ad was irresponsible and harmful to those under 18 years of age.

The ASA take a particularly dim view as it uses both a platform and a celebrity popular with young people. In 2014 the ASA warned that YouTube and social media stars should be careful of how they promote products. The cosmetic surgery company, Transform deal with That Pommie Girl also included a series of ‘before and after’ videos extolling the virtues of the surgery.

The ASA said “We were concerned that the focus on the negative perception she had of her body prior to cosmetic surgery might encourage viewers, particularly young women and teenage girls, to think about their own insecurities about their bodies,” subsequently deeming that the commercial breaks the advertising code relating to social responsibility and harm and offence.

The ad was found in breach of Broadcast Committee of Advertising Practice (BCAP) Code rules – Social responsibility & Harm and offence.

If you are still unsure how your activities fits within the rules, take a look at our Advert Review services, or contact us.

 

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