Adverts Promoting Cosmetic Interventions Banned for Under-18s

From 25th May, adverts promoting cosmetic interventions to under-18s will be banned under new advertising regulations.

 Ads showing both invasive and non-invasive treatments will not be permitted to appear in non-broadcast media, such as print, online media, social media and influencer marketing that directly targets under-18s, as well as TV and radio shows directed at child or teen audiences.

The change comes following the results of a public consultation last year, carried out by the Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP). It is the latest in a series of moves by the Government to safeguard patients, following on from the legislation making it illegal to administer such treatments to under 18s in October 2021, and the licensing scheme for non-surgical cosmetic procedures, introduced earlier this year. 

With growing body image pressures, particularly from social media, this regulation is a welcome step to protect young people’s self-esteem, well-being and mental health. CAP said in a statement, “The evidence shows there is potential that exposure to different forms of media including advertising, particularly those that focus on body image ‘improvements’ such as cosmetic intervention procedures, is likely to exacerbate body image dissatisfaction and negativity during vulnerable stages of [children’s] lives.”

The new guidance also covers issues such as exaggerated or unrealistic claims, including through the use of before-and-after images, and outlines the circumstances under which it is acceptable for doctors to use terms, including “qualified”, “skilled”, “consultant”, “specialist” and comparative claims such as “leading” and “highest calibre”.

Not only is this a positive step in safeguarding young people, but it will also provide increased confidence and trust from customers in the treatments they are receiving. Working with salon owners and clinics across the globe, we feel it is important that treatments for under-18s are restricted, and that customers are confident in the realistic results as well as the qualifications of the therapist carrying out the treatment.

 

Find out more on the ASA website: https://www.asa.org.uk/news/strict-new-rules-for-ads-for-cosmetic-interventions.html

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