Clampdown on Cosmetic Surgery Advertising
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’
