A cosmetic surgery association has launched a campaign aimed at preventing firms from offering financial incentives to encourage consumers to go under the knife.
The British Association of Aesthetic Plastic Surgeons (Baaps) is concerned that a handful of firms are offering discounts to customers who agree to have cosmetic surgery quickly.
It also cited one advert for breast enlargement featuring a model who was "anatomically impossible" and another which offered unrealistic "lunchtime facelifts".
Douglas McGeorge, consultant plastic surgeon and president of Baaps, commented: "Baaps has been increasingly concerned about the standard and style of today's cosmetic surgery advertising, designed to encourage and incentivise people to undergo procedures.
"Surgery is a serious undertaking which requires realistic expectations and should only proceed after proper consultation with a reputable and properly qualified clinician in an appropriate clinical setting."
The association does not actually regulate the cosmetic surgery industry but hopes that its advertising campaign will encourage consumers to make more informed choices about whether to have surgery and which clinic to attend.
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