A collection of Instagram adverts promoting “designer vagina” labiaplasty has been banned by the Advertising Standards Authority (ASA).

All Dolled Up, a cosmetic surgery firm, had been advertising an £1000 discount on their “Barbie Pussy” labiaplasty treatment – surgery that reduces the size of the labia minora. The picture – of a naked young woman – was accompanied by a sparkling heart emoji.

The ASA upheld the complaint, saying the term ‘Barbie’ was “likely to be understood by consumers as a reference to both the toy doll and to achieving physical ‘perfection’”.

“We considered that the phrases “Barbie pussy”, “perfect pussy” and “designer vagina” presented the procedures as aspirational, fashionable, and a way to achieve a ‘perfect’, more attractive vagina,” it explained. ” Given the nature of the procedures we further considered that the phrases risked encouraging women to view their labia and vagina as abnormal.”

“We also considered that the presentation of the phrase “Barbie Pussy” with the accompanying hashtag and emoji was likely to appeal especially to young women and teenage girls.”

Other product names and descriptions – which included ‘peachy package’, ‘camera ready’ and ‘itzy-bitzy waist’ – were also considered to be “flippant” and to “minimise the invasiveness…of procedures offered”.

These 'Barbie Pussy' labiaplasty ads have been banned from Instagram