Statement in response to ASA ruling on MYA cosmetic surgery advert

We wrote to the Advertising Standards Authority (ASA) in July 2018, warning that strategically placed adverts which appeared during ITV Love Island "painted a false picture of perfection" and "exacerbated young people’s insecurities". 

Isabella Goldie, Director of Development and Delivery at the Mental Health Foundation, welcomes the ASA’s decision that the advert breached advertising rules:
 
“Today’s decision marks a watershed moment for cosmetic surgery advertising which we wholeheartedly welcome. It is important that this advert has been recognised as “irresponsible and harmful” - the conclusions of this ruling are a step towards tackling the pressure around body image.
 
“We believe that concern around body image is one of the root causes of mental ill health in young people. Our research shows that almost half  of young people aged 18-24 have felt so stressed by body image and appearance that they have felt overwhelmed or unable to cope.
 
“Implying that people can only enjoy body confidence and an aspirational lifestyle by undergoing cosmetic surgery is dangerous and unacceptable. All of us, including commercial organisations, have a role to play in strengthening our young people’s resilience.”