A cosmetic surgery advert that appeared during ITV’s ‘Love Island’ has been banned following complaints that it “exploited young women’s insecurities about their bodies”.
The Advertising Standards Authority (ASA) ruled the breast enlargement ad by cosmetic surgery company MYA must not appear again “in the form complained of”.
Although the ad appeared on UK TV’s throughout May, June and July 2018, a number of campaigners, including the Mental Health Foundation, raised issues about it appearing during ‘Love Island’ in particular, due to the show’s young fanbase.
Isabella Goldie, director at the charity, welcomed the latest news saying: “The conclusions of this ruling are a step towards tackling the pressure around body image.”
Janey Starling, campaign manager at feminist organisation Level Up also called the ruling “a huge victory”, adding: “Broadcasters are responsible for taking viewers’ wellbeing into consideration – and we’re so happy to know that next year’s Love Island won’t be bombarding viewers with plastic surgery ads.”
The MYA advert featured a voiceover which stated: “If you’ve been considering breast enlargements for a while, then visit mya.co.uk to book your free consultation”. The ad showed young women posing, dancing and laughing around a swimming pool, on the beach and on a boat. The voiceover continued: “These girls had breast enlargements with MYA and all feel amazing.”
The ASA received 17 complaints, including from the Mental Health Foundation who felt the ad “exploited young women’s insecurities about their bodies, trivialised breast enhancement surgery and portrayed it as aspirational, challenged whether the ad was irresponsible and harmful”.
In response to complaints MYA Cosmetic Surgery Ltd said it…