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A block on offering cosmetic treatment to under 18s began in England in 2021, advertising to the age group is now unlawful.
Effective from 25th May 2022, the Committee of Advertising Practice (CPC) has banned ads for cosmetic surgery aimed at under 18s.
Surgical and non-surgical treatments are covered, from breast augmentation, or rhinonoplasty, to botox, or chemical peels. There is no change for cosmetic products, such as face creams, makeup, instant tans, or hair products.
The ban is aimed at procedures which change a person’s physical appearance. Safety is part of the reason, along with an acknowledgement of the additional pressures teenagers can feel over body image.
Psychological Damage
Teenagers having concerns over how they look doesn’t originate in the cosmetic industry. The sector can however make matters worse and in a sense, set out to do so through the advertising they use.
As well as immediate impact, advertising can have long term goals, a wish to build needs in target minds. Under 18s may not be able to legally access treatment but can desire to do so as soon as they reach legal age.
The body image pressures ads link to can bring mental health issues, such as eating disorders, or body dysmorphia. A condition where a person focuses on flaws in their appearance, even though they are barely noticeable to others.
People of any age can suffer from this type of condition but they are far more common in teenagers and young adults. The CPC and those advising them felt that the link and associated risks should not be allowed to stand.
A Targeted Change
You can argue that young people are still subject to similar ads for clothing, or cosmetics but medical treatment is different. This is now categorised as deserving the same protection as alcohol, or gambling advertising.
Ads will not be allowed to appear on TV, or radio programmes which are aimed at, or likely to appeal to under-18s. For other types of media, they are banned from content aimed at under 18s, or if they are likely to make up more than 25% of the audience.
Social media ads are included and a notable part of the concern in this case, as they tend to have a particular appeal to young people.
Most of us will have seen ads for cosmetic treatment aimed at a young audience. They can be celebrity backed, part of the intent to make people believe they will look and feel amazing after cosmetic treatment, or surgery.
Not the case when treatment goes wrong, neither is this required for many younger people. The benefits of cosmetic care for anyone should be carefully assessed before treatment, not driven by advertising.
Support should be provided by staff with thorough knowledge, who can balance medical and aesthetic needs. Further legislation may be required to ensure professional dermatology is the norm, helping to safeguard young patients is a start.