After the school holidays, cosmetic procedure bookings increased, refuting the idea that insecure women sought them.
Botulinum toxin is sold under a variety of brand names, the most well-known of which is Botox.
In the UK, unethical advertisements for Botox have been prohibited. In one extreme case, a Botox commercial that encouraged mothers to look their best while rushing their kids to school was banned because it was thought to prey on women’s insecurities.
In September 2021, a beauty review website published an article on its website that featured a picture of a woman who was walking alongside a child while the two of them were carrying a backpack.
It provided a link to Botox treatments as well as a list of cosmetic procedures that mothers might consider if they want to feel confident and self-assured while waiting at the school gates for their children.
The Advertising Standards Authority (ASA) found that the commercial exploited women’s fears of looking old and contributed to a harmful idealization of femininity.
Campaigners described the advertisement as horrifying.
It has been speculated that Botox was the most popular population poison amongst mothers doing the school run.
There was then a button to click to schedule procedures like Botox injections.
The Advertising Standards Authority (ASA) issued a ruling this week noting the ad’s targeting of women, and in particular mothers, with the implication that a cosmetic procedure would improve their sense of self-worth.
In addition, the advertisement gave the impression that women needed to have a particular appearance in order to feel comfortable sending their children to school.
Because of this, the advertisement perpetuated the harmful gender stereotype that women should look a certain way, and it took advantage of women’s insecurities regarding aging.
A qualified medical practitioner is administering a Botox injection to a woman.
There was a surge in bookings for cosmetic procedures after the school break, dispelling the myth that women who seek them are insecure.
The Advertising Standards Authority (ASA) upheld a citizen’s complaint that the advertisement should be prohibited because Botox is a medicine that can only be obtained with a doctor’s prescription and therefore cannot be advertised to the general public in the United Kingdom under current legislation.
The impact of social media on people’s sense of self-worth and body image, especially among new mothers, is enormous.
It is a really worrying new trend that is emerging, and a lot of people are offering mummy makeovers that involve a number of different procedures.
There is already an overwhelming amount of stress placed on mothers’ shoulders without adding the additional burden of worrying about how they look.
It is a very reckless way to direct traffic.
In accordance with the law, the ASA’s regulations clearly state that prescription-only drugs, such as Botox, cannot be publicly promoted.
Furthermore, their guidelines make it very clear that advertisements cannot prey on people’s anxieties regarding their appearance.
Advertisements should not imply that a person’s success in life or sense of well-being is contingent on their physical appearance or on their possession of stereotypically feminine or masculine traits.
The ad was banned, and the affiliated company was warned to avoid playing on people’s insecurities in the future. The reasoning behind this was that it encouraged women to focus on their own fears of aging while also reinforcing harmful gender stereotypes about how women should look.
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