The Harrogate company’s image

Harrogate’s MYA Cosmetic Surgery Ltd has again found itself on the wrong side of the advertising rules with claims made about liposuction techniques.

Today the Advertising Standards Authority (ASA) said its TV ads which urged people to ‘make yourself amazing’ must not be shown again.

The ruling follows a similar ban back in September when the North Yorkshire company was accused of trivialising cosmetic surgery.

In the ruling this morning, the ASA considered complaints from two people who though the ad was irresponsible.

Although the company said it had made amendments to the text shown on the screen after the last ban, the ASA still ruled the ad must not appear again, saying.

“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.”

You can read the full ruling here.