Love Island MYA breast enlargement ads banned by ASA: what you need to know

Breast enhancement surgery adverts which were screened during the hit reality TV show Love Island have been banned for being irresponsible and harmful.

The adverts for MYA Cosmetic Surgery which ran earlier this year on ITV showed young women posing and dancing around a swimming pool, on a beach and on a boat.

The women, who appeared on TV and on ITV Player between May and July, posed as a voice-over said: “These girls had breast enlargements with MYA and all feel amazing.”

Some 17 complainants, including the Mental Health Foundation, said it exploited young women's insecurities, trivialised breast enhancement surgery and portrayed it as aspirational.

MYA said they believed the advert focused on the positive aspects of women's lifestyles and did not explore the negative attitudes towards their body image prior to surgery.

They said the ads did not trivialise the decision to undergo surgery or imply that the only reason the women in the ad were able to enjoy themselves was because of breast enlargement.

The complaint has now been upheld by the Avertising Standards Authority (ASA).

An ASA spokesperson said the ad's statement that "these girls had breast enlargements with MYA" appeared to be the unifying characteristic of the group, and appeared a crucial factor that had enabled them to enjoy wearing revealing clothing, dancing and taking photos of themselves.

What is MYA Cosmetic Surgery?

MYA describes itself as the UK's cosmetic surgery specialists, offering procedures including liposuction, breast enlargements, rhinoplasty and tummy tucks.

On its website, MYA says: "Our objective was, and remains, to provide all patients with an outcome consistent with current best practice guidelines and individual expectations.

"We aim to undertake consultations, treatments and pre and post-operative care in a manner which is individual to the service users’ needs. Patient involvement, confidentiality, respect and dignity are key elements in the delivery of MYA’s care and services."

Why was the MYA advert banned?

Although the ASA noted that the voice-over began by referring to time taken to consider surgery and that no surgical procedure was without risks, it said these statements were inconsistent with the tone and content of the ad and did little to alter the overall impression it created.

The ASA said: "We considered that the ad went beyond presenting the lifestyle of women who had breast enlargement in a positive light and implied that the women were only able to enjoy the aspirational lifestyle shown, and to be happy with their bodies, because they had undergone that surgery.

"We also considered that the focus on the aspirational lifestyle and the tone of the ad, in combination with the statement 'join them and thousands more' - which suggested that it was common to undergo breast enlargement and acted as an explicit call to action - had the effect of trivialising the decision to undergo that surgery.

"For those reasons, we concluded that the ad was irresponsible and harmful."

Mental Health Foundation director Isabella Goldie said the decision marked a "watershed moment" for cosmetic surgery advertising.

She said: "We believe that concern around body image is one of the root causes of mental ill health in young people. Our research shows that almost half of young people aged 18 to 24 have felt so stressed by body image and appearance that they have felt overwhelmed or unable to cope.

"Implying that people can only enjoy body confidence and an aspirational lifestyle by undergoing cosmetic surgery is dangerous and unacceptable. All of us, including commercial organisations, have a role to play in strengthening our young people's resilience."

Has cosmetic surgery risen due to Love Island?

A recent survey found almost one in 10 women who watched Love Island said it left them considering breast surgery or botox.

The YouGov survey showed four in 10 female Love Island viewers aged between 18 to 34 said they felt more body conscious after watching the show.

Overall, eight per cent said that watching the show had left them considering breast enhancement surgery.

According to the Independent, SISU Aesthetics Clinics reported a 200 per cent increase in demand for lip fillers during the show.

The company even offered a "Love Island package", consisting of three areas of botox and lip fillers for €450.

How safe is breast surgery?

There are two general types of breast implants available in the UK, saline and silicone gel.

Outlining the pros and cons of silicone gel implants, the NHS said Polyurethane-coated ones are claimed to reduce the risk of capsular contracture and the implant rotating.

However, they also said if the implant ruptures, silicone could spread into your breast and cause siliconomas.

For saline solutions, if the implant were to rupture, the saline solution would be safely absorbed or passed out of your body.

However, they are said to be more likely to rupture or deflate earlier that silicone, the NHS says.

Additional reporting by Press Association.