Working within the industry we do, we have a responsibility when creating campaign messaging. As we know, 'confidence' is an effective 'in' largely because it's a truth and resonates well with consumers.

However, with that powerful message, brands and agencies need to understand the potential long term social effects 'confidence messaging' may have and be responsible in its use. 

Transform's recent advert was seen to cross the line when talking about confidence gained from a breast enlargement treatments. 

Read the full article on The Guardian's website.