A complete ban on advertising for cosmetic surgery in the UK is being called for by plastic surgeons. They also want annual checks on practitioners and measures including increased regulation of the "cowboy" market.
The British Association of Aesthetic Plastic Surgeons (Baaps) said cosmetic surgery as a medical procedure should not be advertised, in the same way that the promotion of prescription medicines is banned.
Advertisement"Over the last decade the Baaps has worked tirelessly to educate the public on the many aggressive marketing gimmicks that not only trivialise surgery but endanger the patient," the BBC quoted Baaps president Fazel Fatah as saying.
"We have warned against the unrealistic expectations set by reality 'makeover' shows and against crass competition prizes promising 'mummy makeovers' and body overhauls.
"In no other area of surgery would one encounter Christmas vouchers and two-for-one offers - the pendulum has swung too far, and it is time for change.
"Thus we are delighted with the upcoming inquiry and put forward our realistic and achievable proposals for consideration by the government,"he added.
The faulty implants were made by the now-closed French company Poly Implant Prostheses (PIP) and filled with industrial rather than medical grade silicone.
NHS medical director Sir Bruce Keogh, who is leading a government review of the trade after the PIP breast implants scandal, has said an insurance scheme for the sector, similar to that in the travel industry, could be introduced.
The government is also considering the introduction of a breast implant registry to make a record of all cosmetic operations.
"I am working with experts from the plastic surgery field to look at what we can do to make sure people who choose to have cosmetic surgery and other cosmetic procedures are safe," said Sir Bruce.
"I will be looking at all aspects of regulation, at the regulation of implants and fillers, at whether the people who carry out cosmetic interventions have the right skills, at whether the clinics look after the care and welfare of their patients."
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