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The British Association of Aesthetic Plastic Surgeon’s, also known by the wonderful acronym BAAPS, has been rewarded for highlighting irresponsible advertising within the plastic surgery industry. 

The Association Initiative of the Year award was given to the organisation at the prestigious Aesthetic Medical Awards (Second only to the Oscar’s don’t you know).  BAAPS president, Nigel Mercer, has expressed his delight at winning the award, being quoted as commenting:  “”We are delighted to receive this award from Aesthetic Medicine. At the BAAPS we have always worked hard to educate the public on the issues surrounding aesthetic procedures and it was a privilege to receive recognition from our peers.”

The campaign by the organisation has focussed on the standard and style of some advertising within the plastic surgery industry and this is testament to the fact that the scrutiny has paid off.  It is hoped that such campaigns, and indeed such award events as this, will help root out the last remaining bad elements of the vast and expansive industry and help build a cosmetic surgery community in which the best practises and customer care were always observed to the upmost degree.  It was felt that, in the past, the industry had been jeopardised by irresponsible advertising that was misleading customers in many elements of the cosmetic surgery enterprise. It is surely only fair that customers are told the risks, the costs and the possible side effects of any procedure they may to undertake; this information should also be told in a clear, easy to understand and precise manner. Such ideals are the driving force behind the BAAPS campaign and the reason they have been honoured in this manner. It is hoped that many more organisations will now follow their ethical lead and find new and innovative ways of cleaning up the industry.

Perhaps the key to BAAPS success (seriously, that acronym is great!) is that most of their members, and indeed their previously mentioned President, are all practising plastic surgeons themselves. This gives them a unique insight to the industry and means that they literally know the problems of the industry inside-out.  Hopefully, more plastic surgeons will follow their lead and, as we move into a new decade, we will finally be able to eradicate the final few shadows in the industry and let the beacon of aesthetic surgery shine out and change people’s lives up and down the country.

Good Night For BAAPS At The Aesthetic Medicine Awards

The British Association of Aesthetic Plastic Surgeons (BAAPS) has picked up the prize for Association Initiative of the Year at this year’s Aesthetic Medicine Awards, for the contribution the organisation’s key players have had to the cosmetic treatments industry.

BAAPS is a non profit organisation that ensures that education and practice of Aesthetic Plastic Surgery is advanced in an effective way. Surgeries that want to join the organisation must have extensive background work done to make sure that they qualify, ensuring good quality care for surgeries that are members of BAAPS. They are based at the Royal College of Surgeons.

The award was given out specifically for their work highlighting irresponsible advertising of cosmetic surgery. In 2008 they referred to models with ‘anatomically impossible’ breasts as well as ‘lunchtime facelifts’ offered by some clinics. Their argument was that these kinds of messages made people have unrealistic expectations regarding their treatment. Such expectations are usually discouraged by surgeons telling patients they should be striving for an improved look rather than the perfect one. The Advertising Standards Authority welcomed the message.

Plastic Surgeon and BAAPS President Nigel Mercer was clearly pleased with the results: “We are delighted to receive this award from Aesthetic Medicine.  At the BAAPS we have always worked hard to educate the public on the issues surrounding aesthetic procedures and it was a privilege to receive recognition from our peers.”

Meanwhile Eve Oxberry, editor of Aesthetic Medicine magazine had this to add: “The Aesthetic Medicine Awards is totally dedicated to encouraging and celebrating best practice throughout the industry.”
Aesthetic Medicine Magazine is an online resource for the medical aesthetic community. The Awards were held at the Royal Garden Hotel in Kensington as part of a ceremony over one weekend. It featured an exhibition as well as hosting duties from Comedian John Bishop with after dinner entertainment in the form of the Leonard Cheshire charity’s casino. Other categories for awards included best new clinic and best training courses.

Source: BAAPS Press Release

Cosmetic Surgery Flourishing Despite The Current Recession

BBC News is reporting that cosmetic surgery is still managing to hold its own despite the economic downturn, with the number of those going under the knife increasing as ever.

The British Association of Aesthetic Plastic Surgeons (BAAPS) has released figures showing that the rise in procedures is much higher than expected, including a 1,000% rise in male breast reduction surgeries since 2003. It includes a 44% rise from the previous year and a total of 323 operations in 2008.

Unsurprisingly, breast augmentation procedures for women played a large role in the rise as well, with the amount of surgeries undertaken increasing by 30% in 2008 and a total of 8,000 operations.

But the amount of men undergoing cosmetic surgery has also been on the rise, as is consistent with reports to the same effect in October. As well as opting for breast reduction procedures to treat the effects of a condition known as gynaecomastia, men have also been going under the knife to receive ear correction surgery (otoplasty), eyelid surgery (blepharoplasty) and brow lifts.

It seems that even as people’s wallets tighten, the demand for cosmetic treatments remains strong, with the British Association of Aesthetic Plastic Surgeons referring to a number of possible reasons.

Rajiv Grover who is a consultant plastic surgeon for BAAPS as well as the Secretary in charge of the UK national audit of cosmetic surgery accounts for some of it, “There has been a dramatic rise in the number of procedures such as male breast reduction and brow lifts. This may be due to heightened media attention, which has allowed men to realise the positive outcomes that can be achieved.”

The results do not follow suit for liposuction, with figures down as well as those for women undergoing otoplasty, which Grover also refers to,

“It is also the first year since records began that we have seen a fall in liposuction and eyelid surgery, which may be due to the great number of non-surgical alternatives now available for those areas.”

The figures also show a 1.5% rise in rhinoplasty (nose job) procedures, a 30% rise in abdominoplasty (tummy tuck) procedures and a 1.7% rise in face/neck lifts. In 2008, a total of 34,187 procedures were carried out by BAAPS members.

BAAPS Reveals New Statistic To Highlight Risks

An increasing number of doctors are turning away patients who have unrealistic expectations regarding cosmetic surgery, according to a study by the British Association of Aesthetic Plastic Surgeons (BAAPS).

The study was carried out to highlight why some patients might not be suitable for cosmetic surgery with a third of surgeons reporting that some patients have unrealistic expectations regarding the treatments, including the notion that the procedure will be the solution to all of their problems.

It comes in light of a tragedy in December in which a woman suffered a stroke during surgery due to high blood pressure, a condition that should have prevented her from undergoing the surgery in the first place. Surgeons want to highlight the danger of being taken in by marketing campaigns offering cheap procedures,

“This unnecessary tragedy reiterates the importance of a thorough consultation with a qualified aesthetic plastic surgeon” says Nigel Mercer a consultant plastic surgeon and President of BAAPS, “In the current economic climate, some unscrupulous clinics might be tempted to boost their numbers by operating on unsuitable patients so it’s important the public not be seduced by marketing gimmicks and financial incentives.”

The report also showed that surgeons were turning a number of people away because of medical conditions. “There is risk in any surgical procedure but this can be minimised by choosing the right practitioner who can evaluate an accurate history and educate the patient about the choices available,” adds Mercer, “As a surgeon, the patient’s health and well-being should always come first and sometimes that means turning that person down for cosmetic surgery – no matter how much they want it or for how long they’ve been saving up for it.”

The study also showed that people were arriving at surgeries with photos of celebrities and supermodels, hoping to attain the perfect look. This is despite advice given by various sources that people should not have unrealistic expectations and that instead of aiming for the ‘perfect’ look; they should be looking for an ‘improved’ look.

All in all, nearly half of surgeons turned away one in ten patients in the last twelve months with some turning away up to 30 % for the reasons mentioned.

The British Association of Aesthetic Plastic Surgeons is a non profit organisation that seeks to educate and advance the field of Aesthetic Plastic Surgery.

Source: BAAPS Press Release

The leaders of cosmetic surgery industry frown upon clinics specializing in plastic operations for using deceptive methods advertising their services.

The British Association of Aesthetic Plastic Surgeons claimed to be “increasingly concerned” with some of the sales techniques used by clinics.

BAAPS has warned that patients are shown models with “anatomically impossible” breasts and offered opportunities for “lunchtime facelifts”, which lead the patients to developing unrealistic expectations and getting disappointed.

Regulating bodies of advertising have encouraged any initiative to promote fair treatment of prospetive patients.

Representatives of the BAAPS annual conference were shown a variety of ads in which suspicious sales techniques were applied, such as offering financial rewards for those who undergo surgery.One of the examples advertised a £250 discount to clients who decide to have the surgery straight away.

BAAPS surgeons reacted negatively to another ad which offered a “lunchtime facelift”, which is unrealistic because the procedure cannot be performed in such a short time and patients are bound to be disappointed.
BAAPS is not a regulating authority and even though it is comprised of one third of UK‘s plastic surgeons, it does not have any powers to take measures against cosmetic clinics. However, BAAPS is about to start a marketing campaign in order to encourage people to take all aspects into consideration before choosing cosmetic surgery.

Plastic surgery should be considered as a serious matter.  The president of BAAPS Douglas McGeorge, who is also a consulting plastic surgeon, said: “Surgery is a serious undertaking which requires realistic expectations and should only proceed after proper consultation with a reputable and properly qualified clinician in an appropriate clinical setting.” He also noticed: “It is very difficult to regulate these adverts.
“We are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily.”

The Independent Healthcare Authority’s code of practice has been accepted by a number of clinics. It claims that advertisements should be aimed at protecting customers from false hopes and should use realistic models as examples. However, this code of practice is not compulsory.

Former president of the organisation Adam Searle said: “Plastic surgery, when used well, is the most powerful tool to improve patients’ well-being. “What it should not be used for is to make money. “It is the patient who should benefit not the surgeon.”

A representative of the Advertising Standards Authority said they encouraged initiative by organisations to promote fair treatment of customers in adverstisement. “We look into all complaints and make an adjudication. “This is not something we are inundated about but there are more adverts of that nature out there now so we you might expect more complaints.”

Clampdown on ‘misleading sales techniques’ by many Cosmetic Surgery clinics

The British Association of Aesthetic Plastic Surgeons (BAAPS) has said they have become increasingly concerned with some of the techniques used in advertising for cosmetic surgery, BBC News reports.

They refer to models who have ‘anatomically impossible’ breasts and the offer of ‘lunchtime facelifts’ from some clinics, which all go on to create unrealistic expectations of patients who might want to undergo treatment. As a result, advertising regulators such as the ASA will welcome any move to show good practice.

At an annual conference, the delegates for BAAPS saw adverts that offered ‘lunchtime facelifts’ and cash incentives for people to undergo surgery, with one such offer including £250 discount to have the surgery more quickly.

BAAPS is not a regulatory body so cannot take action to stop clinics using such schemes in their advertising. However it has launched its own campaign, which will promote choice about what surgery they might have and where. These services are used by Cosmetic Surgeon, which promotes good decision making with informed advice from highly qualified surgeons.

BAAPS president Douglas McGeorge said “Surgery is a serious undertaking which requires realistic expectations and should only proceed after proper consultation with a reputable and properly qualified clinician in an appropriate clinical setting.”

As a result, a lot of clinics do support the initiative which would see marketing materials safeguarding patients from unrealistic and unattainable expectations. They have signed up to the Independent Healthcare Authority’s code of practice, a voluntary scheme to make cosmetic surgery more trustworthy.

The former president of the organisation, Adam Searle says that cosmetic surgery should not be used to make money; instead it should be used as a tool to improve patients’ lives, “It is the patient who should benefit not the surgeon”.

Cosmetic Surgeon prides itself by offering patients consultation that will make any decision making process easier. Making up one’s mind about cosmetic surgery can be a stressful experience and it is important to make sure the right decision is made.

The Advertising Standards Authority (ASA) supports any moves that will see good advertising practices being implemented, pointing out that although they are not ‘inundated’ with complaints about the issue, there are indeed more and more adverts ‘of that nature’