Cosmetic surgery firm’s "irresponsible" TV ad banned

A TV advert by a Harrogate cosmetic surgery firm has been banned by the advertising watchdog after viewers claimed it irresponsible.

The Advertising Standards Authority (ASA) said the TV ad by MAYA, which urged people to ‘make yourself amazing’ with claims made about liposuction techniques, must not be shown again.

It follows a similar ruling last year when the company was accused of trivialising cosmetic surgery.

Despite the company amending the text shown on the screen after the last ban, the ASA said: “We considered the prominence of those statements relative to the prominence of the small on-screen text which referenced the risks was such that the disclaimers were not sufficient to fully balance the overall emphasis on speed and ease in the voice-over and large on-screen text. “Whilst we acknowledged the amendments that had been made to the ad, we considered the overall impression of the ad therefore trivialised cosmetic surgery. We concluded the ad was irresponsible and in breach of the code.”