Children’s Commissioner Urges Ban on Social Media Ads Targeting Minors

Recent findings from the Children’s Commissioner for England highlight widespread exposure of children to online advertisements for appearance-changing products, prompting calls for enhanced regulatory measures.

The Children’s Commissioner stated that a substantial proportion of minors encounter ads for prescription-only weight-loss drugs and other products online. The report includes recommendations to strengthen protections for children, including amending current legislation and regulatory codes.

According to the report, 41% of children aged 13 to 17 had seen online promotions for prescription-only weight-loss medicines. The analysis also found that more than half of surveyed children had come across advertisements for food and drink products marketed for weight loss, as well as exercise and diet plans.

Exposure to these advertisements varied among different ethnic groups. The report documented that 46% of Black children and 35% of Asian children had seen ads for skin-lightening products, in comparison to 24% of White children. Some children reported experiencing negative effects after purchasing or using appearance-changing products, including infections linked to certain eyelash products.

What the numbers show

• 41% of 13- to 17-year-olds reported seeing ads for prescription-only weight-loss drugs
• 52% had seen ads for weight-loss food and drink products
• 78% said appearance-changing ads negatively affected their self-esteem
• 46% of Black children saw skin-lightening product ads, compared to 24% of White children

The Children’s Commissioner called for a ban on all advertising to minors on social media platforms. This recommendation includes proposals to amend the Online Safety Act and to strengthen Ofcom’s Children’s Code of Practice, aiming to address content that could contribute to body image concerns among young people.

The Advertising Standards Authority (ASA) has taken action in response to the promotion of prescription-only medicines. On 11 February 2026, the ASA upheld rulings that found several companies had breached advertising rules by promoting weight-loss injections to the public through social media posts.

The ASA rulings also addressed posts by influencers and affiliate marketers, clarifying that affiliate marketing does not exempt advertisers from the ban on promoting prescription-only medicines. The regulator had previously issued a warning in December 2024, instructing advertisers to remove such ads due to the risk of harm.

Industry reaction

The Advertising Standards Authority confirmed that its recent rulings apply to both company and affiliate marketing posts, reinforcing the prohibition on advertising prescription-only medicines to the public.

The regulator stated that its actions are intended to address risks associated with the online promotion of these products, particularly where minors may be exposed to such content.

* This article is based on publicly available information at the time of writing.