Following complaints by the Mental Health Foundation and 16 other complaints, the Advertising Standards Agency (ASA) ruled the cosmetic surgery adverts aired during ITV Love Island episodes “irresponsible” and “harmful”. As argued by the Mental Health Foundation, supposedly, these experts for MYA Cosmetic Surgery exploited young women’s insecurities and trivialised breast enhancement surgery.
Now the MYA advert can no longer air and according to the Mental Health Foundation, this has an irrevocably moment within cosmetic surgery advertising. Isabella Goldie the director at Mental Health Foundation said they wholeheartedly welcome the decision made. The advert features a group of women who have already undergone breast enlargements in swimsuits in a number of luxury locations. According to the charity, the decision to bar the advert assists in the addressing of body image concerns, which are a root cause of mental I’ll health amongst the young people.
In their defence, MYA argued that the advert has disclaimers which emphasise the severity of the decision to undergo surgery and that every woman in the world video was actually a patient. This, nevertheless, seemed insufficient to control the aspirational tone presented by the tone of the advert.
ASA, in their judgement, said that the unifying characteristics of the women in the video revolved around the group having large breasts and slim physiques and as a result of breast enlargements, they felt amazing. The ASA finds the disclaimers ineffective in altering the general impression of the advert and the cosmetic surgery facility to call upon thousands of women to join the group. This according to ASA, was an explicit call to action.
ASA found that the advert by the plastic surgeon Manchester experts to be beyond presenting the lifestyle of women who had breast enlargement in a positive light. The Standards Agency said that instead, the ad implied that the women were only able to be happy with their bodies and enjoy the aspirational lifestyle demonstrated because of the surgery they had undergone.
Simon Stevens, the head of the NHS as among the critics pushing for an entire rethinking on the sort of imagery and messages aimed at the young people. ITV admitted it’s mistake in some of the advertising decisions it had made for cosmetic surgery and weight loss products the very popular show. It, however, says that it complies with every broadcast regulation for the programme that airs after the watershed.
A consultant plastic surgeon Professor Ash Mosahebi who is a council member of the British Association of Aesthetic Plastic surgeons (BAAPS) said it is unethical to suggest that cosmetic surgery offers a solution to all problems. The professor also regarded the act of trivialising surgical procedures like breast augmentation by promoting these procedures as an aspirational lifestyle or as a club that people can join because of going under the knife is irresponsible.
These plastic surgeon Manchester specialists MYA who are also in many other locations across the UK understand that cosmetic surgery is a controversial subject often and certainly misunderstood. In a statement, MYA said they are looking to cooperate with mental health groups as well as the ASA due to their concerns.