The UK Advertising Standards Authority (ASA) has banned Instagram advertisements from two beauty salons that used images of Kylie Jenner to promote cosmetic filler procedures. AKJ Aesthetics and Queen of Aesthetics offered a 'Kylie Jenner package' and claimed customers could achieve a similar appearance to the reality TV star.
The ASA ruled that the ads were misleading because they suggested customers could obtain results comparable to Jenner's lips, cheeks, and jawline. The watchdog noted that Jenner had not used the advertised products, and the ads did not provide a realistic depiction of what the procedures could achieve.
Both companies argued that Jenner and her family had undergone similar enhancements with the filler volumes stated in the ads. However, the ASA concluded that consumers would interpret the ads as promising results akin to Jenner's look, which was not substantiated.
In a separate ruling, the ASA banned an ad by Beauty Boutique Aesthetics that featured Kim Kardashian promoting Botox, as it is illegal to market prescription-only medicines to the public. The watchdog also found AKJ Aesthetics' use of a 'Kylie package' as a competition prize to be irresponsible.
This comes amid growing scrutiny of social media promotions for cosmetic procedures. Earlier this month, Instagram announced it would hide such content from users under 18. Kylie Jenner, with nearly 150 million Instagram followers, has faced previous criticism for her influence on beauty standards and social media trends.
