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BAAPS Statement on ASA Ruling for Love Island Cosmetic Surgery Adverts 

According to Consultant Plastic Surgeon and BAAPS Council member Professor Ash Mosahebi; 

"It is unethical to suggest that cosmetic surgery provides a solution to all problems, and irresponsible to trivialise surgical procedures such as breast augmentation by promoting them as an aspirational lifestyle or as a club that can be joined by going under the knife. 

That this type of reckless messaging has drawn criticism is indicative of increased awareness to how it is damaging body image in young and vulnerable people; however, it should also be noted that clinics with the budget for this kind of advertising are well aware that they are - often repeatedly - flouting guidelines for ethical marketing. As some of the biggest providers in the Aesthetic sector, they approve advertising content knowing full well it is going to be controversial and why - however they continue to do it, since they will ultimately get just as much (or more) exposure from the negative reactions, and that they face little to no consequences. 

For Britons’ health and well-being, we must demand stricter regulations on surgery advertising, and that clinics who repeatedly disregard guidelines on ethical marketing are appropriately penalised.” 

According to Consultant Plastic Surgeon and BAAPS President-Elect Mary O’Brien; 

“BAAPS position is that the advertising of cosmetic procedures should be in line with the ASA in terms of being legal, honest, decent and truthful. In addition to this it should comply with GMC regulation regarding the advertisement of cosmetic procedures which states that those adverts should be factual, clear and not misleading. Adverts should not target children or vulnerable  groups. 

The decision to undertake cosmetic surgery is a very personal one, requiring careful thought, an understanding of the risks and benefits and a thorough clinical assessment by a bona fide plastic surgeon of the physical and psychological wellbeing of that individual prior to offering surgery. As an Association, we do not condone trivialisation of cosmetic procedures.

The wisdom of the ASA ruling is that while, in the right patient, at the right time and for the right reasons, plastic surgery can have immensely powerful and positive effects, in the wrong patient, ill advised and unprepared for the possible limitations and risks, the very same procedure can be hugely damaging.

ENDS 

About the British Association of Aesthetic Plastic Surgeons
The BAAPS (www.baaps.org.uk), based at the Royal College of Surgeons, is a not-for-profit organisation, established for the advancement of education and practice of Aesthetic Plastic Surgery for public benefit. Members undergo thorough background screening before they can join. Information about specific procedures and surgeons’ contact details can be found on the web site, or by contacting their office at 020 7405 2234. Further materials can be posted to members of the public seeking specialised information. BAAPS is also on Twitter: www.twitter.com/BAAPSMedia and Facebook: www.facebook.com/BritishAssociationofAestheticPlasticSurgeons

For media enquiries only, please contact Nikki Milovanovic nmilovanovic@wavelengthgroup.com or Tingy Simoes tsimoes@wavelengthgroup.com, both can be reached on 020 7549 2863 (out of hours 07973 147388)
 

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