Love Island received 17 complaints, including one from the Mental Health Foundation, following the advert, which depicted young women posing, dancing and laughing around a swimming pool, on a beach and on a boat. Its voiceover said: "These girls had breast enlargements with MYA and all feel amazing."Leslie Hallam runs a psychology of advertising masters course at Lancaster University.
So although under-18s can't legally make a decision to go through with procedures, "it kind of stokes the desires of young consumers, which then they can enact when it's legal for them to do so". "I think there's a strong argument to suggest that for under 18s, these adverts are quite damaging to mental health, to body dysmorphia and eating disorders," he says.
Under the ban, adverts won't be allowed to appear around television and radio programmes for, aimed at or likely to appeal to under-18s. In other types of media, these ads are banned from content geared to under-18s or where they make up over 25% of the audience.
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