When you think about BOGOF deals, the last place you’d expect to advertise such an offer would be your local cosmetic surgery practice. Many would consider such a practice as ethical and potentially dangerous in enticing the wrong crowds to have a plastic surgery procedure such as a rhinoplasty, thigh lifts and breast augmentation.

For many years, the American Medical Association prohibited cosmetic surgeons from advertising their procedures on radio and newspaper. However, in 1982 these restrictions were lifted by the Supreme Court as they deemed it an unlawful constraint on the industry. Now, cosmetic surgeons are free to advertise their procedures to audiences that may be interested. 

The majority of physicians are those that conduct quality work and are regulated under Plastic Surgery governing boards. But they should be wary that the marketing of their procedures should not include claims of “appeals primarily to layperson’s fears, anxieties, or emotional vulnerabilities.” There could be an argument, however, that every person has even a slight insecurity about their appearance. Would those who do even consider a plastic surgery?

Plastic surgery v Cosmetic surgery

It’s worth noting that there is a difference between plastic and cosmetic surgery. Plastic surgery involves reconstructive surgery as well as cosmetic procedures. Qualified plastic surgeons require being qualified under the American board of plastic surgery and only with these certifications are surgeons able to perform in hospital facilities.

On the other hand, cosmetic surgeons tend to practice under their own business and don’t have the hospital privileges to work in such facilities due to their certification or medical training that they lack in.

Ads can cross the line at times

Whilst there are cautions and regulations when it comes to plastic surgery practices trying to prey on the most emotionally vulnerable individuals, unfortunately, there are still surgeons that take advantage of their advertising privileges. 

Claims such as “recapturing your youth” and “looking younger” are just some that would be considered as advertising ploys to attract those who feel desperately conscious about their appearance. Particularly those who are of a younger audience. The market appears to be disturbingly getting younger for cosmetic procedures and products as society becomes more engrossed with social media and “Kim Kardashian culture” - using filters in apps such as Snapchat to provide an unrealistic expectation of body appearance. 

Many experts believe that this is a worrying culture for many, but businesses see it as an opportunity and gold mine to make money. Marketing specialists that promote cosmetic surgery practices can highlight claims of making clients look younger and not to miss out on a great chance to look youthful. Discounts are also another way that they try to entice clients, putting quantity over quality which is extremely dangerous. 

Should cosmetic surgery advertising be regulated?

This has been a question on everyone’s lips involved within the cosmetic advertising industry. Many argue, however, that putting such a restriction on legitimate cosmetic surgeons prevents them from educating their consumers about their ethical practices. 

For now, advertising is here to stay but this makes it extra important for consumers to do their research and ensure what they see isn’t deceiving them.