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Breast enlargement ad starring blogger That Pommie Girl banned

Transform’s video featuring Sarah
Ashcroft irresponsibly suggested to
young women that surgery will make
them more popular and confident, says
ASA A TV ad featuring a fashion blogger
promoting breast enlargement has been
banned for irresponsibly implying to
young women that surgery will make
them more popular and confident.
Cosmetic surgery company Transform ran
a TV ad featuring 21-year-old fashion
blogger Sarah Ashcroft , also known as
That Pommie Girl, who has almost
600,000 followers on Instagram and
Twitter .
The ad featured Ashcroft talking
enthusiastically about the positive impact
enlarging her breasts has had on her life.
“I never really looked at any part of my
body past my neck because it wasn’t
something I liked,” she said.
“I feel like a new person, from having
nothing to then looking at yourself with
boobs, it was the weirdest thing.
Everyone was like ‘wow, they look so
natural, I’m so impressed’. And to come
away from it feeling 10 times more
confident than you were I think is just an
amazing feeling.”
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.
The complainant said ad exploited young
women’s insecurities about their bodies
by implying that breast enhancement
surgery would make them more
confident and popular.
Defending the ad, Transform said that
there are some people out there who just
dislike cosmetic surgery per se.
It said that Ashcroft was representative
of “many independently minded,
responsible, thoughtful, sophisticated and
successful young females who chose to
undergo cosmetic surgery”.
Transform said that Ashcroft’s testimony
“could be viewed with neutrality”
because she chose to use Transform for
her own reasons and paid for her
procedure prior to being approached to
feature in the ad.
The company also said that her testimony
was unscripted.
On Transform’s website, in a section
called “meet the girls” , Ashcroft’s before
and after shots were shown.
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.
The ASA said the ad’s focus on Ashcroft’s
personal experience meant it would have
a direct appeal to young women and
teenage girls. Ashcroft recently retweeted
one fan’s post and picture spotting her in
the Transform ad on TV.
“We 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,” said the ASA.
“While 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 Ashcroft’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.”
The ASA banned the TV commercial for
breaking the advertising code relating to
social responsibility and harm and
offence.
“Although Ms Ashcroft’s was a personal
story, we considered that the ad
suggested more generally that success
and popularity would be enhanced by
achieving an idealised body image, which
could be done by ‘correcting’ any
perceived imperfections,” said the ASA.
“In light of those factors, we concluded
that the ad was irresponsible and likely
to cause harm to those under 18.”

Source: The guardian

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