Cosmetic surgery advert featuring a fashion blogger who felt ‘like a new person’ after her boob job is banned for ‘exploiting’ young women’s insecurities

  • TV ad for Manchester-based firm Transform featured Sarah Ashcroft, 21
  • Fashion blogger said she felt ‘love a brand-new person’ adhering to surgery
  • But the Advertising Standards Authority decided that it was ‘irresponsible’

Emily Chan For Mailonline

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An ‘irresponsible’ television advert for cosmetic surgery – which featured a fashion blogger talking concerning her brand-new breasts – has actually been banned.

The advert for Manchester-based firm Transform featured 21-year-old Sarah Ashcroft, from Buckinghamshire, that said she felt ‘love a brand-new person’ adhering to breast enhancement surgery.

But the Advertising Standards Authority (ASA) launched an investigation after receiving a complaint that the advert ‘exploited’ young women’s insecurities concerning their bodies.

The advert for Manchester-based firm Transform featured 21-year-old Sarah Ashcroft, who said she felt 'like a new person' following breast enhancement surgery 

The advert for Manchester-based firm Transform featured 21-year-old Sarah Ashcroft, that said she felt ‘love a brand-new person’ adhering to breast enhancement surgery 

The Advertising Standards Authority (ASA) launched an investigation after receiving a complaint that the advert 'exploited' young women's insecurities about their bodies

The Advertising Standards Authority (ASA) launched an investigation after receiving a complaint that the advert ‘exploited’ young women’s insecurities concerning their bodies

Transform was ordered not to reveal the advert again after it was found to be socially irresponsible and most likely to create harm to those under 18.

In the advert, which was shown on TV in April, Sarah said: ‘I never ever truly looked at any kind of portion of my body past my neck since it wasn’t something I liked.

‘So, I spent endless hours looking in to getting a cosmetic procedure. From the moment I walked in to the Transform Clinic, I knew these were the individuals I wanted to go with.

‘I feel love a brand-new person, from having nothing to after that looking at on your own along with boobs, it was the weirdest thing.

Transform was ordered not to show the advert again after it was found to be socially irresponsible

Transform was ordered not to reveal the advert again after it was found to be socially irresponsible

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In the advert, which was shown on TV in April, Sarah said: ‘I never ever truly looked at any kind of portion of my body past my neck since it wasn’t something I liked’ 

‘Everyone was love “wow, they look so natural, I’m so impressed”. And to come away from it feeling ten times much more confident compared to you were I believe is merely an amazing feeling.’

Transform claimed Sarah was representative of numerous ‘independently minded, responsible, thoughtful, sophisticated and successful young females’ that chose to undergo cosmetic surgery.

The firm believed she was a positive role model as she enjoyed a social media adhering to in excess of 500,000 people.

The company claimed that quite compared to exploiting insecurities concerning bodies, the advert reflected the emotional impact on Sarah, as well as the bodily results.

But an ASA spokesman said: ‘We noted that Ms Ashcroft was a 21-year-old female fashion blogger, and we considered that the ad’s concentrate on her personal experience meant that it would certainly have actually a direct appeal to young women and teenage girls.

She said she felt 10 times more confident after having the breast enhancement surgery 

She said she felt 10 times much more confident after having the breast enhancement surgery 

Transform said they believed Sarah was a positive role model and representative of many 'independently minded' women who choose to have cosmetic surgery

Transform said they believed Sarah was a positive role model and representative of numerous ‘independently minded’ women that go for to have actually cosmetic surgery

‘We noted Ms Ashcroft’s testimonial emphasised the transformative impact cosmetic surgery had had upon her life.

‘We were concerned that the concentrate on the negative perception she had of her body prior to cosmetic surgery could encourage viewers, particularly young women and teenage girls, to think of their own insecurities concerning their bodies.

‘While we appreciated that Ms Ashcroft did not explicitly link cosmetic surgery along with her popularity or success, we considered that viewers would certainly nevertheless infer from Ms Ashcroft’s emphasis on her personal transformation and the degree of self-confidence she said she had gained that her popularity and triumph as a fashion blogger had been, in part, a result of cosmetic surgery.

‘Despite the fact that Ms Ashcroft’s was a personal story, we considered that the ad suggested much more generally that triumph and popularity would certainly be enhanced by achieving an idealised body image, which could be done by “correcting” any kind of perceived imperfections.

‘In light of those factors, we concluded that the ad was irresponsible and most likely to create harm to those under 18.’

The ASA said they were concerned about the focus on the negative perception she had of her body prior to cosmetic surgery

The ASA said they were concerned concerning the concentrate on the negative perception she had of her body prior to cosmetic surgery

They said it might encourage viewers, particularly young women and teenage girls, to think about their own insecurities about their bodies 

They said it could encourage viewers, particularly young women and teenage girls, to think of their own insecurities concerning their bodies