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Be alert and aware of detrimental social trends.

Damaging social trends will have serious consequences.

We need to recognise harmful behaviour when it is taking place.

Open and transparent analysis can lead to constructive outcomes.

Let’s get straight to the point with this question: What can you control? And what can you not control? As noted in Responsibility Theory, you are responsible for, and you’ve got the power – and control – over what you think, do, say, learn, and choose. However, when it comes to the lives and influence of others, you have absolutely no power – and no control – over what others think, do, say, learn, and choose.

The media have been reporting on what is currently taking place online — an extremely dangerous appearance‑modification culture which includes self-inflicted procedures such as striking facial bones with a hammer, encouraging the use of steroids, and engaging in starvation-level dieting. In terms of ethical and moral social responsibilities, the question that must be asked, in the interest of openness and transparency, is how such material could be permitted to be presented (Bogost, 2026; Clegg, 2024; Diaz, 2024; McIlveen, 2024; Selinger-Morris, 2026; Shroff, 2026).

Research across ethics and moral philosophy affirms that openness and transparency are essential conditions for ethical and moral thinking, behaviour, organisational inquiry and for ethical public moral reasoning to take place (Hasan, 2013; Kant, 1784/1996; Kant, 1785/1996; McIlveen, 2024; O’Neill, 2020; Rawlins, 2008).

Unethical, Immoral and Dangerous Patterns of Behaviour

Building on this, and with regard to media reports, it is ethically and morally important to emphasise that when situations arise where content promotes self-harm, such promotion potentially cultivates an unethical and dangerous pattern of behaviour, and associated distorted thinking.

The research clearly shows that self-harm provides no personal, social, psychological, intellectual, emotional, or developmental benefits whatsoever. It is, instead, according to the research, consistently associated with increased anxiety, distorted thinking, plus emotional and psychological distress; which tend to lead to negative outcomes (Klonsky, 2007; Nock, 2009; Victor & Klonsky, 2014).

These behaviours do not improve self-belief, self-esteem, or agency; instead, they are linked to increased psychological vulnerability and decreased confidence, self-regulation and self-management; which in turn also cause anxiety and distress (Fardouly & Vartanian, 2016; Klonsky, 2007; Nock, 2010; Victor & Klonsky, 2014).

Choices, Consequences and the Brain

Neuroscience confirms that because the brain is plastic, every repeated thought, choice, and behaviour reshapes its neural architecture. When negative or harmful patterns are repeated, the brain continues its universal function of creating complex neurological connections, neuronal assemblies, and brain maps in response to the types of thoughts and behaviours presented.

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Crucially, this neuroplasticity does not absolve individuals of responsibility. The brain does not compel unethical or immoral behaviour; rather, it brings into action all of its neurological and consciousness capacities in response to the choices, behaviours and actions that the individual is........

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