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Cosmetic surgery ad 'clampdown' Cosmetic surgery ad 'clampdown'
(about 2 hours later)
Cosmetic surgery clinics have been criticised by industry leaders for using misleading sales techniques.Cosmetic surgery clinics have been criticised by industry leaders for using misleading sales techniques.
The British Association of Aesthetic Plastic Surgeons said they were "increasingly concerned" with some of the standards in advertising.The British Association of Aesthetic Plastic Surgeons said they were "increasingly concerned" with some of the standards in advertising.
Use of financial incentives and digitally enhanced images of models are two issues the Association is particularly keen to stamp out. Use of models with "anatomically impossible" breasts and offers of "lunchtime facelifts" create unrealistic expectations they warned.
Advertising regulators said any move to promote good practice was welcome.Advertising regulators said any move to promote good practice was welcome.
One example presented by BAAPS at their annual meeting showed a women with "anatomically impossible" breasts. Delegates at the BAAPS annual conference were shown a range of adverts with dubious marketing practices, such as offering financial incentives to undergo surgery.
We are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily Douglas McGeorge, BAAPS presidentWe are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily Douglas McGeorge, BAAPS president
Another offered a £250 discount to customers as an incentive to have the surgery quickly. One offered a £250 discount to customers as an incentive to have the surgery quickly.
A third offered a "lunchtime facelift", which BAAPS surgeons said cannot be done and falsely raises expectations. Another offered a "lunchtime facelift", which BAAPS surgeons said cannot be done and falsely raises expectations.
BAAPS represents around one third of cosmetic surgeons in the UK but is not a regulatory body and so has no powers to take action against clinics.BAAPS represents around one third of cosmetic surgeons in the UK but is not a regulatory body and so has no powers to take action against clinics.
But the association is launching its own advertising campaign to promote better choices about where people should have surgery.But the association is launching its own advertising campaign to promote better choices about where people should have surgery.
Serious decisionSerious decision
Douglas McGeorge, president of BAAPS and a consultant 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."Douglas McGeorge, president of BAAPS and a consultant 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 added: "It is very difficult to regulate these adverts.He added: "It is very difficult to regulate these adverts.
"We are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily.""We are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily."
Many clinics have signed up to the Independent Healthcare Authority's code of practice, which states marketing materials should be designed to safeguard patients from unrealistic expectations and should use real life models.Many clinics have signed up to the Independent Healthcare Authority's code of practice, which states marketing materials should be designed to safeguard patients from unrealistic expectations and should use real life models.
However this is voluntary.However this is voluntary.
Adam Searle, a former president of the organisation, said: "Plastic surgery, when used well, is the most powerful tool to improve patients' well-being.Adam Searle, a former president of the organisation, 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."What it should not be used for is to make money.
"It is the patient who should benefit not the surgeon.""It is the patient who should benefit not the surgeon."
A spokesman for the Advertising Standards Authority said they supported any attempts by organisations to promote codes of good advertising practice.A spokesman for the Advertising Standards Authority said they supported any attempts by organisations to promote codes of good advertising practice.
"We look into all complaints and make an adjudication."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.""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."