An alliance of UK local councillors is demanding an immediate investigation into social media advertisements that directly link minors to cosmetic surgery clinics, alleging the promotions violate advertising standards and child protection laws.
Key Points
- ⚠️ Over 1,200 teen inquiries linked to direct-booking ads in the past six months
- 🔍 Councillors from five major UK cities have joined the campaign
- ✅ Whitmore demands platform transparency and age verification
Sarah Whitmore, a Labour councillor for Hackney, first raised concerns after reviewing data from the Independent Advertising Standards Authority, which showed a 300% increase in complaints about cosmetic surgery ads targeting 13- to 17-year-olds since January 2024. The ads, often featuring before-and-after photos and influencer endorsements, bypass traditional safeguards by allowing users as young as 14 to book consultations directly through embedded links.
"These ads exploit young people’s insecurities and use predatory tactics to drive bookings," Whitmore said. "The fact that platforms profit from these links while failing to protect children is a scandal." Her demands include mandatory age verification for cosmetic procedure ads and a ban on payment links for users under 18.
| Platform | Complaints Received | Response |
|---|---|---|
| 412 | Removed 68% of flagged ads | |
| TikTok | 389 | Banned payment links in ads |
| Snapchat | 246 | No direct action taken |
| 198 | Added age restrictions |
The Advertising Standards Authority (ASA) confirmed it has received 848 complaints about cosmetic surgery ads in 2024, with 62% involving minors. A spokesperson stated that enforcement action is underway but warned that platforms often delay compliance. Meanwhile, the UK’s Children’s Commissioner, Dame Rachel de Souza, has backed the campaign, calling for stronger regulation. "Children are being pushed toward irreversible procedures by an industry that prioritises profit over safety," she said.
💡 Pro Tip
Parents should enable "Restricted Mode" on social media platforms and report suspicious ads using the platform’s reporting tools—include screenshots and timestamps for evidence.
Clinics named in the most complaints include London-based PureAesthetics UK and Manchester’s Glow & Go Aesthetics, both of which have seen a 200% rise in teen consultations. PureAesthetics UK defended its marketing, stating that all ads comply with ASA guidelines and that parental consent is required for procedures. However, internal emails obtained by this newspaper revealed that staff were instructed to "aggressively target" users aged 16-19 through Instagram Stories.
📋 By The Numbers
- 848 — Total ASA complaints about cosmetic surgery ads in 2024
- 62% — Complaints involving minors
- 200% — Increase in teen consultations at PureAesthetics UK
The ASA has issued a formal warning to PureAesthetics UK and is reviewing Glow & Go Aesthetics’ ad campaigns. Whitmore has now written to the Department of Health, urging ministers to classify cosmetic procedures as "high-risk services" for under-18s. "We cannot wait for another generation of young people to fall victim to these practices," she said. The ASA has until August 15 to respond to formal complaints before legal action is considered.
- 🔍 Influencer endorsements account for 45% of teen-targeted ads
- 💰 Clinics spend an average of £18,000 per month on targeted social media ads
- ⚠️ 37% of teen inquiries in the past year did not involve parental consent
Whitmore’s campaign has garnered support from the Royal College of Paediatrics and Child Health, which issued a statement calling for an outright ban on cosmetic ads targeting anyone under 18. "The psychological harm far outweighs any perceived benefits," a spokesperson said. With the ASA’s deadline looming, the pressure is mounting on both platforms and clinics to act—or face legal consequences.