Background: Kuwait has witnessed a surge in cosmetic surgery advertisements on social media, promoting idealized beauty standards. These ads often employ persuasive language and portray unrealistic aesthetic norms, potentially exploiting personal insecurities and impacting ethnic identity and facial harmony, particularly among impressionable audiences. 

Objective: This study investigates the impact of cosmetic surgery advertisements on the acceptance of cosmetic procedures among women in Kuwait. Method: A cross-sectional study was conducted using a convenience sampling method combined with a snowball technique. A self-administered online questionnaire assessed participants’ self-esteem, perceived social pressures, and attitudes toward cosmetic surgery. The survey was distributed via social media platforms—primarily WhatsApp and Instagram—over a four-month period. A total of 796 women aged 18–35 residing in Kuwait participated. 

Findings: Results from the Acceptance of Cosmetic Surgery Scale (ACSS) indicated that social motivations are the primary drivers for considering cosmetic procedures. A significant relationship was found between advertisement exposure and self-comparison to unrealistic beauty standards portrayed in the ads (p < 0.001). 

Conclusion: Exposure to cosmetic surgery advertisements is significantly associated with increased acceptance of cosmetic procedures among young women in Kuwait. Social pressures, particularly from family and peer networks, also play a crucial role. These findings offer valuable insights for policymakers and highlight the need for stricter regulations on cosmetic surgery advertising, especially to protect vulnerable populations.

TBA