The UK’s Advertising Standards Authority (ASA) has been working diligently to tackle misleading cosmetic surgery ads, particularly those promoting “mummy makeovers” to vulnerable women. Many ads, especially from overseas clinics, use manipulative techniques like discounts and urgency to attract clients. This is especially prevalent on social media platforms like Instagram and Facebook, with clinics often from countries such as Turkey.
The ASA has removed hundreds of these ads since early 2024 and now takes down around 100 misleading ads daily. A significant portion of these target prescription-only treatments like Botox and weight-loss injections. The regulator is concerned that these promotions trivialize serious procedures and push people to rush into decisions without fully considering the risks.
Jessica Tye, who oversees investigations at the ASA, expressed concerns about clinics using emotionally charged tactics, particularly around post-pregnancy body image, to market surgery packages. These “mummy makeovers” often include procedures like liposuction and breast augmentation, yet are marketed in a way that makes the decision seem casual or routine.
Another worrying trend is the use of playful language and emojis in ads, which downplays the seriousness of surgeries by portraying them as part of a holiday. One example saw the ASA intervening when an influencer on TikTok failed to restrict their content, promoting cosmetic surgery to a potentially young and vulnerable audience.
The crackdown follows warnings from UK health experts, who have raised alarms about the rise of surgical tourism. Complications from these overseas surgeries often result in patients returning to the NHS for follow-up care. Doctors have voiced their concerns that the NHS is being left to deal with the fallout of poorly performed surgeries abroad.
In addition, the ASA’s new AI tool has been pivotal in identifying and removing these dangerous ads. The tool scans thousands of online ads, allowing the watchdog to target those promoting prescription-only drugs like weight-loss jabs.
Recent efforts have also extended beyond cosmetic surgery and weight-loss treatments. The ASA is tackling misleading claims in adverts for supplements, particularly those that purport to alleviate menopause symptoms. It is also investigating ads targeted toward children on websites meant for young audiences.
Through these ongoing measures, the ASA aims to protect consumers from the physical and psychological risks posed by misleading and dangerous advertising in the cosmetic surgery sector.
