Simon Stevens, chief executive of NHS England, rounded on the network for allowing controversial breast enlargement to be run, warning that entertainment formats that glamorise idealised body types are fueling a national mental health crisis.
Speaking to BBC One’s Andrew Marr Show, Stevens said: “We have to think about the whole environment children are exposed to, some of that is social media but even if you take a show like Love Island, look at the adverts that are being shown alongside it.
“You’ve got explicit adverts being aimed at young women around breast cosmetic surgery. That is all playing in to a set of pressures around body image that are showing up. The time has come to think long and hard about whether we should be exposing young people to those kinds of pressures."
Particular concern has been raised over the Love Island demographic, comprised predominantly of young women, with psychiatrists fearing that many viewers will feel ‘insecure’ as a result of the parade of idealised physiques.
ITV's Love Island format has seen a range of brands jump on board, from Kellogg's to Gordon's Gin and STA Travel.
Earlier in the year a cosmetic surgery ad for MYA Cosmetic Surgery was banned for suggesting surgery could fix young women's body insecurities.