New ruling for advertising to under-18s introduced

07 Dec 2021

The Committee of Advertising Practice (CAP) has introduced a new restriction that prohibits cosmetic interventions advertising being directed at under-18s.

The new restrictions will come into effect on May 25, 2022. The restrictions require that ads for cosmetic interventions must not appear in non-broadcast media directed at under-18s; ads must not appear in other non-broadcast media where under-18s make up over 25% of the audience; and broadcast ads must not appear during or adjacent to programmes commissioned for, principally directed at or likely to appeal particularly to under-18s.

CAP will conduct a 12-month post-implementation review to ensure that the new rules are functioning as intended.

The Advertising Guidance relates to the marketing of both surgical and non-surgical cosmetic interventions, such as breast augmentation, abdominoplasty, blepharoplasty, injectable fillers such as botulinum toxin, chemical peels and non-ablative laser treatments.     

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