Consumer magazine Which? has claimed that some cosmetic surgery clinics are persuading people to make a rushed decision about whether to have a procedure by offering money-off deals that have a limited deadline.
According to the watchdog, eight clinics are breaking industry rules by offering these "irresponsible" discounts with deadlines and Which? has called on the Independent Healthcare Advisory Service (IHAS) to investigate.
Health campaigner Jenny Driscoll commented: "Choosing to have a cosmetic procedure is a major decision.
"It is highly irresponsible for clinics to rush people into committing to surgery with 'limited time only' offers."
Which? is urging the government to introduce industry regulation to protect consumers and has renewed its calls for the industry itself to act responsibly.
Recent figures from market analyst Mintel predicted that Britons would spend more than £1 billion on cosmetic treatments in 2008.