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The ASA banned the TV commercial for breaking the advertising code relating to social responsibility and harm and offence. вЂњWhile we appreciated that Ms Ashcroft did not explicitly link cosmetic surgery with her popularity or success, we considered that viewers would nevertheless infer from Ms AshcroftвЂ™s emphasis on her personal transformation and the degree of confidence she said she had gained that her popularity and success as a fashion blogger had been, in part, a result of cosmetic surgery.вЂќ вЂњWe were concerned that the focus on the negative perception she had of her body prior to cosmetic surgery might encourage viewers, particularly young women and teenage girls, to think about their own insecurities about their bodies,вЂќ said the ASA.

Minding my own business watching and pops up on my TV! рџЌ #whatababe #fbloggers /Kd6cOWdSqF- Daisy Grace Jeffery July 4, 2016 Ashcroft recently retweeted one fanвЂ™s post and picture spotting her in the Transform ad on TV. The ASA said the adвЂ™s focus on AshcroftвЂ™s personal experience meant it would have a direct appeal to young women and teenage girls.

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The company boasted that the tie-up with Ashcroft, which included a series of pre- and post-surgery videos, resulted in more than 250,000 video views on YouTube. On TransformвЂ™s website, in a section called вЂњmeet the girlsвЂќ, AshcroftвЂ™s before and after shots were shown. The company also said that her testimony was unscripted.

Transform said that AshcroftвЂ™s testimony вЂњcould be viewed with neutralityвЂќ because she chose to use Transform for her own reasons and paid for her procedure prior to being approached to feature in the ad. It said that Ashcroft was representative of вЂњmany independently minded, responsible, thoughtful, sophisticated and successful young females who chose to undergo cosmetic surgeryвЂќ. The complainant said ad exploited young womenвЂ™s insecurities about their bodies by implying that breast enhancement surgery would make them more confident and popular.Дefending the ad, Transform said that there are some people out there who just dislike cosmetic surgery per se. The Advertising Standards Authority, which in 2014 warned YouTube and social media stars to be careful how they promote products, received a complaint that the ad was irresponsible and harmful to young women under the age of 18. And to come away from it feeling 10 times more confident than you were I think is just an amazing feeling.вЂќ Everyone was like вЂwow, they look so natural, IвЂ™m so impressedвЂ™. вЂњI feel like a new person, from having nothing to then looking at yourself with boobs, it was the weirdest thing. вЂњI never really looked at any part of my body past my neck because it wasnвЂ™t something I liked,вЂќ she said. The ad featured Ashcroft talking enthusiastically about the positive impact enlarging her breasts has had on her life.

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