Adverts for cosmetic surgeries designed to change a person's physical appearance are to be banned from targeting under-18s.
It means companies can no longer advertise procedures such as breast enhancements and nose jobs across media that will appeal to under-18s.
That includes TV programmes and social media that is aimed directly under-18s.
It is illegal to perform cosmetic procedures on under-18s - but there have previously been no restrictions on advertising to them.
The decision comes after a consultation by the Committee for Advertising Practice (CAP), which writes the rules that all UK advertisers have to follow.