CAP proposes ban on cosmetic surgery ads around kids content

What is the CAP proposing?

• The rules will outlaw cosmetic surgery ads around all media; including TV programmes and online content that is geared toward under-18s or likely to appeal to young audiences.

• In practice, this means that viewers of shows targeted towards young people would no longer be subjected to breast enlargement offers during airtime.

• The age-based restrictions would span the targeting, scheduling and placement of such ads, outlawing any association to media with specific appeal to audiences aged 18 and under.

• The procedures set to fall foul of the toughened rules include breast enlargements, nose jobs, and Botox treatments.

• Cosmetic products such as creams, makeup and hair care products would be unaffected.

• The measures have been driven by public health concerns around the insecurities generated by external body image pressures on young people.

• Fears have also been expressed about the risks of side-effects and complications arising from unnecessary surgical interventions.

• The promotion of cosmetic surgery will still be permitted for adults.

Why now?

• CAP is pursuing a broader package of measures focussed on mitigating the harm caused by the depictions of particular body images in advertising and the ramifications this poses for mental health.

• Related fields under consideration for follow-up action over the following months include weight control and dieting products and practices.

• CAP director Shahriar Coupal said that the action was all about "strengthening protections for young people and better protecting them from potential harm."

• The proposed plans follow several decisions from the CAP's sister organisation the ASA to come down hard on cosmetic surgery brands for inappropriate targeting.

• Last year, a TV ad for breast enlargement surgery was banned by the watchdog because it was likely to cause harm to teenagers.

• The TV promotion featured 21-year-old fashion blogger Sarah Ashcroft talking about her dislike of her body before having a boob job. In it she said : "I never really looked at any part of my body past my neck because it wasn't something I liked."