Advertisements for cosmetic surgery designed to change a person’s physical appearance should be banned from targeting anyone under the age of 18.

The UK’s advertising watchdog says the rules will take effect from May next year.

It means that companies can no longer advertise procedures such as breast augmentation and nose surgery through the media that will appeal to under 18s.

This includes TV shows and social media that are aimed directly at children under the age of 18.

It is illegal to perform cosmetic procedures on children under 18, but previously there were no advertising restrictions for them.

The decision comes after a consultation with the Committee for Advertising Practice (CAP), which writes the rules that all UK advertisers must follow.

There were concerns about the potential harm of cosmetic modification advertising to children and young people, such as body image pressures and mental health issues, as well as the risks and potential complications of the procedures.

The Committee said the evidence contributed to an “increasingly clear picture” that children and young people are vulnerable to body image pressures.

CAP Director Shahriar Coupal said: “Due to the inherent risks of cosmetic surgery procedures and the potential appeal of these services to young people struggling with body confidence issues, it is important to necessarily set the bar high in terms of of marketing”.

The ban also covers dermal fillers and skin rejuvenation treatments such as injectable treatments, chemical peels, and laser or light treatments and teeth whitening products.

Earlier this year, the ASA named and shamed social media stars for breaking advertising rules.

Love Island’s Luke Mabbott, Gabby Allen, Towie’s Lauren Goodger, and the TikTok collective The Wave House were all forced to remove the posts because they weren’t clearly labeled as advertisements.

In August, the ASA named and shamed four celebrities who repeatedly broke the rules: Chloe Khan, Jodie Marsh, Lucy Mecklenburgh, and Chloe Ferry.

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