Advertising in Cosmetic Surgery: A Step Too Far or Just the Tip of the Iceberg?

    LONDON, ENGLAND, March 31, 2012 /24-7PressRelease/ -- Why is a Ban being Called? You may have seen many advertisements for cosmetic surgery procedures such as tummy tucks, breast enlargement, liposuction etc. Recently there have been concerns surrounding these adverts as they have come under increased scrutiny due to concerns that they may be misleading and a possible danger to public health. The British Association of Aesthetic Plastic Surgeons (BAAPS) have recommended that cosmetic surgery advertising should be banned, claiming that the industry has become unregulated, and the adverts trivialise invasive surgical procedures which carry notable health risks.

The advertising ban is one of the suggestions from an extensive review which was set up following the recent PIP scandal. This was where implants made by the French company, Poly Implant Prostheses (PIP) were filled with industrial grade silicone rather than medical grade silicone, causing a health scare. 40,000 women in the UK received these implants, 95% of whom used a private clinic. Some of these clinics have refused to remove these implants free of charge. A recent survey showed the emotional impact on women who had received the PIP implants, with a high number of respondents suffering from stress, low self-esteem and depression as a result.

Feminist groups have now joined BAAPS in their campaign to impose a ban on cosmetic surgery advertisements. They, too, claim that these advertisements are misleading and the message and images take advantage of women's insecurities about their bodies and self-esteem, which then drives demand for their services.

How much Advertising is there at Present?
Campaigners claim that cosmetic surgery advertising is particularly prevalent and can be seen in many public spaces, in tabloid newspapers, magazines, on the internet and on television. They are concerned that these adverts claim that surgical procedures are quick and easy and do not outline the risks involved. They argue that rules have been applied to prevent prescription medicines being advertised in the interests of public health, and cosmetic surgery procedures should have the same limitations imposed.

These concerns have also been noted by the Advertising Standards Authority (ASA) who have recently taken action against four companies who they felt had acted irresponsibly, in a misleading manner, or whose adverts were portrayed in a potentially harmful way. Examples of these included adverts which implied surgery was safe and easy, or else trivalised surgery.

The president of BAAPS has expressed his concern over the strong marketing tactics employed by the industry, including the unrealistic expectations set by many reality makeover shows, competition prizes for makeovers and body overhauls, in addition to the promotions used by clinics such as 2 for 1 offers and Christmas vouchers.

The Independent Healthcare Advisory Services, who represent the cosmetics surgery industry, agree that there is a large amount of advertising and that it has increased to an inappropriate level. However, they do not support a ban on advertising. Instead, they would support a way forward where the adverts were honest and ethical, giving the patient a better understanding of the procedures and risks involved.

The Way Forward?
What has been outlined in this campaign is that many of the adverts do not address the full implications that cosmetic surgery involve, with many being misleading. A patient may be persuaded to go with one clinic as a result of a better designed advert and promotion, rather than considering aspects of a safety record or better trained surgeons.

An extensive review of the cosmetic surgery industry, led by the NHS medical director, is underway which aims to ensure that patients undergoing cosmetic surgery are safe. They wish to ensure that the people who carry out procedures, including implants and fillers, have the right skills and that the clinics provide a suitable level of after care for the patient. BAAPS also recommend that those working in the cosmetic industry are on a compulsory register and that surgeons undergo regular safety audits. Additionally, they recommend regular safety checks of products such as breast implants. They feel that these measures will limit the aggressive marketing of some of these companies, who, they feel, prey on the young and vulnerable.

Ultimately, the industry needs to offer a safe environment for their patients, and they should be able to advise them of the risks as well as the benefits of cosmetic surgery. Even organisations who do not want the ban on advertising still agree that any form of advertising for cosmetic surgery procedures should include health warnings.

Clinic Compare is a unique online match-making service designed to put people in touch with the most suitable clinic for their cosmetic surgery treatment needs. Clinic Compare provides a resource of impartial advice and information concerning a range of different aesthetic procedures.

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