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Outrage over magazine's "crass" offer of free surgery

Readers of weekly magazine to vote for ‘Who Deserves Cosmetic Surgery The Most’

London – 10 October, 2011 –The British Association of Aesthetic Plastic Surgeons ( today expressed their alarm over a month-long series of offers for free cosmetic surgery by weekly magazine ‘Love It!’. The publication, aimed at young women, last week offered a ‘free boob job' for a 'lucky reader’ in exchange for being filmed throughout the process. This was followed this week by a tummy tuck and next week by a nose job.

According to consultant plastic surgeon and BAAPS President Fazel Fatah;

“I find it staggering that any reputable UK surgeon could contemplate or partake in such a crass marketing gimmick aimed at young women – not only does the offer of a surgical procedure as a prize, under any guise, violate both ethics and good taste but readers are also under pressure to ‘text in’ within a certain time period to be eligible. This clearly goes against well established codes of medical practice where time-linked initiatives are prohibited. More worryingly, readers of the magazine are the ones who finally select which candidate they deem to be the most ‘worthy’ of surgery! Surgery cannot be treated as entertainment, such a process severely compromises the normal doctor-patient relationship regardless of what safeguards are ostensibly in place. This is an initiative that the BAAPS unreservedly condemns.”

According to consultant plastic surgeon and former BAAPS President Adam Searle;

“The offer of a cosmetic surgery procedure as a prize is an awful manifestation of the trivialisation of medical care in general, and aesthetic surgery in particular. Any patient making irreversible decisions in circumstances of hype, excitement and emotion, are putting themselves at very great risk.”

The BAAPS announcement coincides with yet another online discount offer for 50% off breast augmentation, listed alongside coupons for burgers, waxing treatment and cocktails.

Fazel Fatah adds;

“Viewing today’s cut-price online deals, we are reiterating our message of safety to the public: to purchase a surgical procedure sold alongside discount coupons for cocktails, with a pressure-mounting countdown clock, is simply not the sensible way to go about making a serious decision such as having surgery. Unlike a hangover, the impact will be felt for a lifetime.”

The offer was also condemned by the British Association of Plastic, Reconstructive and Aesthetic Surgeons (BAPRAS), who warn on their website that ‘members engaging in such activities will be the subject of investigation’. Fazel Fatah concludes;

“We simply do not expect responsible plastic surgeons to market themselves in this manner.”

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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