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The ASA said the ad’s focus on Ashcroft’s personal experience meant it would have a direct appeal to young women and teenage girls. The company boasted that the tie-up with Ashcroft, which included a series of pre- and post-surgery videos, resulted in more than 250,000 video views on YouTube. On Transform’s website, in a section called “meet the girls”, Ashcroft’s before and after shots were shown. The company also said that her testimony was unscripted.
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Transform said that Ashcroft’s testimony “could be viewed with neutrality” because she chose to use Transform for her own reasons and paid for her procedure prior to being approached to feature in the ad. It said that Ashcroft was representative of “many independently minded, responsible, thoughtful, sophisticated and successful young females who chose to undergo cosmetic surgery”. The complainant said ad exploited young women’s insecurities about their bodies by implying that breast enhancement surgery would make them more confident and popular.ĭefending the ad, Transform said that there are some people out there who just dislike cosmetic surgery per se. The Advertising Standards Authority, which in 2014 warned YouTube and social media stars to be careful how they promote products, received a complaint that the ad was irresponsible and harmful to young women under the age of 18. And to come away from it feeling 10 times more confident than you were I think is just an amazing feeling.” Everyone was like ‘wow, they look so natural, I’m so impressed’. “I feel like a new person, from having nothing to then looking at yourself with boobs, it was the weirdest thing. “I never really looked at any part of my body past my neck because it wasn’t something I liked,” she said. In light of those factors, we concluded that the ad was irresponsible and likely to cause harm to those under 18.The ad featured Ashcroft talking enthusiastically about the positive impact enlarging her breasts has had on her life.
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In a statement, the ASA said: “Although Ms Ashcroft’s was a personal story, we considered that the ad suggested more generally that success and popularity would be enhanced by achieving an idealised body image, which could be done by “correcting” any perceived imperfections. The ASA appreciated that the ad did not link Ashcroft’s popularity or success to the surgery, but understood that viewers could interpret it in this way. It was also concerned that the negative thoughts Ashwell had about her body before the surgery would encourage viewers to think about their own insecurities. However, the ASA maintained that the blogger would have a direct appeal to young women and teenage girls. The clip was also only ever showed on TV after the 9pm watershed in the UK. Transform disputed this claim, stating that its ad “reflected the emotion and physical outcome experienced by Ms Ashcroft” and highlighted the on-screen warnings shown during the ad. They challenged whether the advert was harmful to those under the age of 18. The complainant believed that the ad was exploiting young women’s insecurities and implied that breast augmentation would make them feel more confident and popular. She says: “I feel like a new person, from having nothing then to looking at yourself with boobs, it was the weirdest thing.” In the clip, she says: “I never really looked at any part of my body past my neck, because it wasn’t something I liked.” The blogger goes on to explain how she spent hours researching breast augmentation and eventually had the procedure at the Transform Clinic.Īshcroft explains the impact the surgery has had on her life, in the short clip. The ad showed 21-year-old Ashcroft, who blogs as That Pommie Girl, talking about her experience with breast enhancement surgery. The ASA said that the ad breached BCAP Code rules on social responsibility and harm and offence. The ad appeared in April earlier this year and featured fashion blogger Sarah Ashcroft but must not appear again in its current form. The ASA has upheld complaints made against a TV ad for cosmetic surgery clinic Transform. TV ad staring That Pommie Girl must not appear again following upheld complaint