Government rejects health warnings on breast implant ads

The Government has rejected a demand by MPs that ads for breast

implants carry a 'health warning' saying that the operations involve

risks.



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.'



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