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The wrong reason to pucker up on Valentine's Day

‘Consciously uncouple’ from Dodgy Discounts, say plastic surgeons

London - 12 February, 2015 – One year on from the Government’s response to the Keogh Review, Valentine’s Day-themed marketing promotions show that much of the aesthetic sector has yet to fall in love with recommendations for best practice.  The British Association of Aesthetic Plastic Surgeons (; the only Association based at the Royal College of Surgeons solely dedicated to the advancement and education of cosmetic surgery; today condemn unscrupulous time-sensitive discount deals that continue to flourish unchecked.

Despite the Government enquiry into cosmetic surgery condemning time-linked offers for treatments such as facial injectables as unethical, Valentine’s Day-themed offers have continued to appear all over the Web, and providers still face no more than a warning from the Advertising Standards Authority. One clinic even offers breast implants as a Valentine’s day ‘prize’. According to former BAAPS President and consultant plastic surgeon Rajiv Grover:

“If despite Government directives, providers can continue to advertise time-sensitive deals and prizes for what should be deemed as medical treatments, what message does that send about our sector?  Nothing to see here folks, no need to be concerned with guidelines for best practice - since no one will face consequences.”

The BAAPS publicly condemned cosmetic surgery ‘prizes’ in 2007 on the basis that it trivialized the risks of surgery while promoting its benefits to patients making irreversible decisions in circumstances of hype, excitement and emotion, but the aggressive marketing tactic has again reared its ugly head under the premise of a 'Valentine's Day' contest. This despite the recent and tragic death of a medical student, who gave into pressure to proceed with a liposuction ‘prize’ offered in a beauty contest.

According to former BAAPS President, Rajiv Grover:

“This example of a cosmetic surgery competition was appalling in 2007, but beggars belief in 2015.  It is outrageous that despite the warnings in the Keogh Review and the Government's response, clinics continue to behave without a conscience by putting their profits before common sense.  BAAPS has campaigned against this sort of marketing practice for over a decade and consistently pointed out loopholes in the regulation of the aesthetic sector, which have failed to be shut down.  Marketing such as this led to thousands of women choosing to undergo breast augmentation without fully understanding the risks.  A warning from the ASA in response to aggressive marketing and advertising is a bark without any bite, and clinics repeatedly flout this token slap on the wrist - yet will gain a database of patients who have not considered any risk.”


About the BAAPS

The BAAPS (, based at the Royal College of Surgeons, is a not-for-profit organisation, established for the advancement of education and practice of Aesthetic Plastic Surgery for public benefit. Members undergo thorough background screening before they can join. Information about specific procedures and surgeons’ contact details can be found on the website, or by contacting their office at 020 7430 1840. Further materials can be posted to members of the public seeking specialised information. BAAPS is also on Twitter: and Facebook:

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