The NHS are calling for broadcast advertisers to be subject to a new duty of care that will help to protect the mental health of young people. This concern has come to the fore in light of the popular TV show Love Island, which sees contestants live in a sunny villa and wear swimwear and other revealing attire.

The show has already come under criticism several times for promoting a narrow standard of beauty, including from head of the Be Real campaign, Liam Preston, who told The Independent: “Love Island continues to glorify the male and female body in a way which only promotes one stereotypical look.

"Given the programme’s popularity among a young audience, it would have been an opportune moment to show that love isn’t just about looks, however, the show’s casting is encouraging a one-dimensional viewpoint on attraction."

Indeed, many of the contestants undergo cosmetic procedures, such as Botox and dermal fillers, before taking part in the show.

It is this, partnered with the placement of adverts for dieting products and surgical and cosmetic procedures during the show’s advert breaks that has caused concern among mental health professionals in the UK.

Claire Murdoch, the national mental health director for NHS England, has written to the chief executive of the Advertising Standards Authority, Guy Parker, questioning whether it’s doing enough to protect children. The letter specifically raises the issue of cosmetic surgery advertisements during Love Island breaks, stating that, “placed alongside the body image pressures that can be inherent in many online and social media interactions, adverts such as these could pose a risk to mental health.”

The perpetuation of exclusive beauty on social media

The British Association of Aesthetic Plastic Surgeons (BAAPS) has spoken out previously against reality shows that glamourise cosmetic surgery procedures stating that they, “are seeing the damaging effects of this cultural phenomenon on an increasingly vulnerable population, whereby the decision to seek out treatment is trivialised whilst individuals face intense psychological pressure to conform.”

BAAPS also pointed out that this attitude, “endangers patients” as it presents surgery to the public as a “quick fix”.

While many cosmetic procedures can help to improve some patients lives, especially in the instances of rectifying a previous surgery that went wrong, it is important to take the necessary time to consider your options and conduct thorough research before committing to surgery.

If you are considering a cosmetic procedure, read our guide, how to find a safe cosmetic surgeon.

If you have experienced problems following surgery, and believe they are the result of negligence, get in touch with us to see if you have a case for compensation. Call 0800 634 0285 or request a callback by completing the contact form here.