The Government has rejected a demand by MPs that ads for breast
implants carry a 'health warning' saying that the operations involve
The all-party Commons Health Select Committee attacked the Department of
Health's decision and urged it to think again in the light of a study
that the ads are persuading women to have unnecessary surgery.
The MPs described the Advertising Standards Authority as 'impotent' in
regulating the content of health-related campaigns. The ASA insists it
is not qualified to make medical judgments.
A study for the committee by the Centre for Social Marketing at
Strathclyde University found that ads for breast implants often ran at
the back of magazines full of slim, attractive models, which raised the
insecurities of readers: 'These ads capitalise on this by offering an
apparently easy way to look the same.'