Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Women seeking to enhance their breasts might consider cosmetic surgery. Marketers may offer breast surgery as long as claims about the results achievable are not exaggerated and claims about safety are not misleading.
Because of concern that the public, and in particular young girls, might have a negative body image or lack confidence because of so-called ‘imperfect’ bodies, the ASA has received several complaints about ads targeted at women wanting bigger breasts. The ASA has taken a fairly relaxed view so far and has rejected complaints that ads for cosmetic surgery exploit consumers’ insecurities about their bodies (The Harley Medical Group Ltd, 12 March 2008). Marketers should nevertheless avoid irresponsibly describing cosmetic surgery as “safe” or “easy” because no surgery is without risk (The Harley Medical Group Ltd, 5 December 2007).
As ever, ads featuring nudity should be carefully targeted. Although the ASA is likely to consider a degree of nudity acceptable and relevant, marketers might cause offence to some.
For guidance on acceptable claims for cosmetic surgery, see the CAP Help Note on Cosmetic Surgery.
See ‘Breast Enhancing Products: Implants’, ‘Cosmetic Surgery’ and ‘Before and After’.
Last modified : 26 July 2010