Breast augmentation adverts are banned by advertising watchdog

breast augmentation consultation

A huge 3.6 million of us in the UK tuned in to watch the live final of this year’s Love Island series, watching Danni and Jack crowned winners of this seriously addictive reality TV show. Although it has wide-ranging appeal and was great water cooler chat for many of us this summer, it is most appealing to younger viewers, with the Sun reporting: “Love Island’s final was the most watched programme in its slot across all channels and the most watched programme for 16-34s, with 1.6 million 16-34 [aged] viewers.”

At the time, there was a great deal of controversy – and complaints – about cosmetic surgery adverts being shown during Love Island ad breaks and now the TV advertising watchdog, the Advertising Standards Authority (ASA) has officially banned one of the adverts shown during the live final. Its final report is that the advert trivialised the breast augmentation process, making it seem simple, fun and frivolous, rather than being reflective of the major surgery that it actually entails.

The advert, for cosmetic surgery clinic MYA, showed young girls dancing and showing off their newly enhanced breasts, claiming that since they had decided to opt for this type of cosmetic surgery, they now felt amazing. Given the demographic likely to be watching the Love Island final, many viewers at home felt that it could lead to unrealistic expectations for young women about what to expect from breast augmentation surgery.

A spokesperson for BAAPS, the British Association for Aesthetic Plastic Surgeons, commented that “it is unethical to suggest that cosmetic surgery provides a solution to all problems, and irresponsible to trivialise surgical procedures such as breast augmentation by promoting them as an aspirational lifestyle or as a club that can be joined by going under the knife.

The importance of the breast augmentation consultation

All forms of cosmetic surgery carry risks; therefore, it is extremely important that these are understood and evaluated prior to making any decisions about whether or not to opt for surgery. Regulated medical professionals will ensure that they are satisfied that any prospective patients have weighed up the risks and fully weighed these up against the expected benefits.

BAAPS summarises the importance of this sentiment: “The decision to undertake cosmetic surgery is a very personal one, requiring careful thought, an understanding of the risks and benefits and a thorough clinical assessment by a bona fide plastic surgeon of the physical and psychological wellbeing of that individual prior to offering surgery.

“That this type of reckless messaging has drawn criticism is indicative of increased awareness to how it is damaging body image in young and vulnerable people.”

During your breast augmentation consultation at the Clarence Clinic, our plastic surgeon provides you with all the information you require to make an informed decision and provides expert, unbiased advice on whether cosmetic surgery is the right choice for you at this time.