| EDITORIAL
■ Ban all advertising of cosmetic surgery: as medical procedures, they should not be publicised ■ Re-establish an implant register (not just for the breast) ■ Re-classify dermal fillers as medicines ® at present they only require a CE mark ■ Compulsory registration of practitioners in aesthetic medicine and lasers ■ Mandatory safety audit for all practitioners ■ Revalidation and mystery shopping. These proposals coincide with the publication of a draft for new European standards
A
in aesthetic surgery services, which aims to develop European best practice for surgeons, doctors and nurses in private healthcare facilities offering aesthetic procedures to change physical appearance. These are promising steps for the industry following unsettling periods of controversy. Further
Aggressive
marketing gimmicks trivialise surgery and endanger the patient.
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to the PIP issue, the UK in particular has experienced cosmetic surgeries being offered as a prize or via financial inducements, as well as advertisements to the general public that seem to trivialise surgery and focus on its affordability and speed, rather than the importance of consulting with a qualified and licensed plastic surgeon. That women in particular are targeted through advertising is nothing
new. Indeed, the BAAPS has tirelessly addressed this issue for a number of years.
ÔOver 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,Õ said Fazel Fatah, BAAPS President.
ÔWe have warned against the unrealistic expectations set by reality ÔmakeoverÕ shows and against crass competition prizes promising Ômummy makeoversÕ and body overhauls. In no other area of surgery
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would one encounter Christmas vouchers and two-for-one offers ® the pendulum has swung too far, and it is time for change.Õ Interestingly, while the majority of public and professional bodies may support an advertising ban, the industry and those working in it may be more divided on the issue. In a small survey carried out by PRIME, on whether advertising cosmetic surgery directly to patients should be banned, 43% said yes, 43% no, and 12% were undecided. The outcomes of both the PIP scandal, the European standards draft, and the BAAPS campaign remain to be seen, but 2012 looks set to be an interesting Twitter
year of change.
Rosalind Hill Managing Editor, PRIME
rosalind.hill@informa.com;
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prime-journal.com | March 2012 ❚
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S THE PIP IMPLANT SCANDAL SLOWLY DIES DOWN AND THE NEWS COVERAGE seemingly comes to a standstill, the British Association of Aesthetic Plastic Surgeons (BAAPS) is urging lawmakers to ban all advertising for plastic surgeries. The aim of the BAAPS six-point plan is to make the industry safer in the wake of the PIP scandal, which has affected as many as 400000 women worldwide:
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