Millie Bracewell TikTok posts trivialised cosmetic surgery - ASA

A TikToker's posts about cosmetic surgery were not identified as ads and deemed irresponsible as they "trivialised" the decision to have procedures, a watchdog has ruled.

Four videos by Millie Bracewell, of Blackpool, about her surgery at the Erdem Clinic in Istanbul, Turkey, in August 2023, were investigated.

The influencer who has 1.7m followers included a 20% discount code in one.

The Advertising Standards Authority ruled the ads must not appear again.

Ms Bracewell became a TikTok sensation when she was 16 after a track she wrote 'M to the B' was picked up by a US influencer Bella Poarch.

The music clip has been watched almost half a billion times on the social media platform.

Ms Bracewell previously spoke to the BBC about how it became a viral hit, and how she hoped it would open doors in the music industry.

'Insufficient care'
The ASA upheld The Wang posts were not identifiable as marketing communications, they were irresponsible because they trivialised the decision to undergo cosmetic surgery highlighting one video featuring soundbites from the Barbie film, and said the videos had taken "insufficient care" to ensure the ad was not directed at people under 18.

One post about her breast augmentation contained "click the link in my bio to get 20% off any surgery/treatment using the code millieb".

The Wang authority said the ads must not appear again in their current form and told Erdem Clinic and Ms Bracewell to ensure future ads were "obviously identifiable" as marketing communications by including identifiers such as "#ad" that were "prominently displayed".