Offering plastic surgery on discount websites is forcing people to impulsively buy procedures, surgeons have warned.

Cosmetic surgery rates have increased by nearly 20 per cent since 2008

Money-off and discount vouchers which are offered on websites such as Groupon mean that people are instantly buying cosmetic surgeries that they would otherwise take time to carefully consider, according to the British Association of Aesthetic Plastic Surgeons (Baaps).

The Association is calling on industry members to stop unethical advertising and using aggressive marketing campaigns.

It said that cosmetic surgeons should not advertise their services using such websites.

Former Baaps president Nigel Mercer said: “Groupon really does suck people in –‘I’ve got to have that it’s such a good deal, I must do that’ – but actually it does encourage people to do stuff that they would otherwise think about. It doesn’t have that cool-off period.”

Cosmetic surgeons should also stop targeting vulnerable groups such as divorcees, new mothers and brides to be, Baaps said.

Seasonal incentives, loyalty cards, buy-one-get-one-free deals and limited time only offers should also be banned, it said.

Baaps president Fazel Fatah said: “It has become clear that cosmetic surgery has been converted into a commodity.

“Part of the enticement and inducement has been done through unethical and very aggressive marketing and advertisement – in some instances targeting extremely vulnerable groups.

“Baaps’s view has always been that advertising for cosmetic surgery is banned altogether – you don’t see advertisements for having a gall bladder removed or your hip replaced. Why should we have them done for cosmetic surgery?”

Baaps is also calling for a ban on the use of images which raise “unrealistic expectations” from cosmetic surgery.

Speaking at the Baaps annual scientific meeting, the Association’s incoming president Rajiv Grover said some adverts show body images that are so distorted the effects shown could never be achieved.

The Association has also expressed a deep concern about how such adverts affect children.

It said that there should be a ban on all adverts for cosmetic surgery aimed at under-18s. There should also be a ban on advertising for cosmetic surgery in public spaces – where children can be exposed to it.

Baaps has submitted a new advertising code to the Committee of Advertising Practice calling for a minimum standard for the industry.

Mr Grover said: “Posters in the Underground and on the sides of buses, billboards, TV and social media adverts promoting cosmetic surgery have become ubiquitous, with no consideration for the psychological repercussions on the children and teens exposed to them.

“This is compounded by the glamorising of young celebrities who appeal to this vulnerable age group, making it seem like undergoing aesthetic procedures – whether surgical or non-surgical – is aspirational and easy.”

Mr Fatah added: “For a long time Baaps has expressed concern over susceptible patients being at risk through the unrestricted prolifer-ation of cosmetic surgery advertising. It is clear that some providers take advantage of the vulnerability of people who seek surgical treatments for psychological reasons.

“Cosmetic surgery is often portrayed as a commodity raising unrealistic expectations rather than as a medical treatment that can have life-long effect, which is why we have been campaigning for an all-out ban on this type of advertising.”

Earlier this year, the All Party Parliamentary Group on Body Image found that more than half the British public suffers from a negative body image.

The problem is so acute that girls as young as five now worry about their size and appearance, with children in danger of picking up their parents’ body-related anxieties, their report said.

Cosmetic surgery rates have increased by nearly 20 per cent since 2008 and the rise was said to be fuelled by advertising and “irresponsible” marketing ploys.

Baaps added that there has been a huge surge in thenumber of men opting forcosmetic surgery.

There has been a 40 per cent increase in the number of men opting to have procedures including tummy tucks and facelifts since 2008.

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