Cosmetic surgery adverts banned by ASA for claiming procedures could make customers look like Kylie Jenner and Kim Kardashian

Three Instagram adverts promoting cosmetic surgery have been banned for claiming the procedures could make customers look like members of the Kardashian-Jenner family.

According to the Advertising Standards Authority (ASA), beauty salons AKJ Aesthetics and Queen of Aesthetics used images of Kylie Jenner to promote cosmetic fillers as part of a “Kylie Jenner package”.

The watchdog challenged whether the adverts featuring Jenner misleadingly suggested their packages would give customers lips, cheeks and jawlines that closely resembled the beauty moguls look.

Both companies defended their adverts stating they used images of the 22-year-old billionaire because she would appeal to their target customers and that Jenner has had lip, cheek and jawline enhancements with the volumes of filler stated in the ads.

AKJ Aesthetics also offered a “Kylie package” as a competition prize, which the ASA ruled was irresponsible.

“We considered that consumers would therefore understand from the ads that they could achieve similar results to those of Kylie Jenner and that the photos accurately represented what could generally be achieved through use of the advertised cosmetic procedures,” the ASA said.

“Therefore we expected to see that the person in the ad, Kylie Jenner, had used those products and the ad was a realistic depiction of what the products could achieve.”

The ASA banned the ads and told AKJ Aesthetics and Queen of Aesthetics not to use celebrities in ads if they had not used their products.

The watchdog also banned a third Instagram beauty advert by Beauty Boutique Aesthetics which featured Kim Kardashian, for promoting Botox.

The post, which was made in December, included a photo of Kardashian alongside the caption: "Many beauty technicians may be more than qualified, but always ask yourself, can they administer emergency drugs if the client has an adverse effect? The answer is no."

The ASA said it had received no evidence that Beauty Boutique Aesthetics had the trained staff or resources to deal with any adverse reactions to procedures they administered.

It added that it is against the UK advertising code to market prescription-only medicines like Botox.

Earlier this month, Instagram said it will start restricting posts that promote cosmetic surgery and weight-loss products for users under 18.

Emma Collins, Instagram’s public policy manager, said the company worked with external experts to make the changes.

“We want Instagram to be a positive place for everyone that uses it and this policy is part of our ongoing work to reduce the pressure that people can sometimes feel as a result of social media,” Collins explained.

“We've sought guidance from external experts, including Dr Ysabel Gerrard in the UK, to make sure any steps to restrict and remove this content will have a positive impact on our community of over one billion people around the world – whilst ensuring Instagram remains a platform for expression and discussion.”