The media and advertisers continue to produce persuasive ads promising the fountain of youth in an injection or with surgery, but some plastic surgeons around the globe are saying that it’s time to call a ‘time out’ on this type of marketing. Nigel Mercer, President of the British Association of Aesthetic Plastic Surgeons (BAAPS) recently stated that it’s time to call a ‘halt’ on the unregulated trade of advertising cosmetic and plastic surgery procedures.
Dr. Mercer points out that many of the medical and non-medical procedures that have entered the market have been able to draw in huge profits by promoting the illusion of a perfect body – only to leave patients disappointed after they pay the high price for surgery.
He states, “We have reached a stage where public expectation, driven by media hype and, dare one say, professional greed, has brought us to a ‘perfect storm’ in the cosmetic surgical market.”
Today, many plastic and cosmetic surgeons have been able to attract more business simply by offering non-invasive procedures such as Botox, Hydrelle, laser peels and other wrinkle treatments that cost a fraction of the price of most types of surgery. Still, demand for breast augmentation, facelifts and liposuction continues to remain strong, but much of this is prompted by surgeons who are boosting business by offering two-for-one offers, deep discounts on conventional procedures, and aggressively marketing the idea of transforming the body or face with just a single procedure.
Members of the BAAPS warn that it’s every doctor’s primary responsibility to protect the patient, and to not always look out for their profit potential. However, many doctors are simply looking for financial gain, and will do everything possible to attract more patients – even if it means undertaking false advertising practices. Still, many UK surgeons are stating that surgery is simply not a ‘quick-fix’ solution, and that all patients should be advised about the potential risks and dangers associated with their procedure.