The Advertising Standards Authority (ASA) has ruled against a cosmetic surgery clinic after its adverts were displayed online studying platform Quizlet.
Two adverts were displayed on the website – which is commonly used by students while revising – including one showing two before and after photos of a woman’s torso, with the after photo appearing slimmer.
Complainants challenged whether the ads were directed at those under 18 years of age due to the context in which they appeared.
In response, the clinic in question said they were aware of the age restrictions on its adverts, and they did not intend them to appear on Quizlet. They said they had implemented block lists for their ads and have since added education sites including Quizlet to the list. Quizlet said they had blocks on adverts related to medical procedures, but this relies on the companies correctly categorising their ads.
The ASA ruled that the advertisements had, intentionally or not, been directed to under-18s. It explained that ads for cosmetic interventions should not be placed in media aimed at under-18s, or in which 25% or more of the audience profile is under 18. The ASA said the advertisements should be appropriately targeted in future.
