The world's first lottery offering the chance to win cosmetic surgery has been launched, prompting an outcry from concerned surgeons.
Players pay £1.50 on a call or a text message to enter the draw for £6,000 towards cosmetic surgery at a clinic in Prague.
However, surgeons are concerned that the winners may not have received the proper counselling and guidance before going under the knife and have branded the lottery as "unscrupulous marketing".
"Companies are plumbing new depths to take advantage of a growing interest in plastic surgery by launching unscrupulous marketing gimmicks which violate not only an established code of ethics, where financial and date-linked incentives are prohibited, but also common sense," said Douglas McGeorge, consultant plastic surgeon and president of the British Association of Aesthetic Plastic Surgeons (Baaps).
"I find it atrocious that patients are filtered through sales advisors and marketers who obviously have a vested interest," he added.
Adam Searle, a former president of the society, said that patients who made decisions during the "hype, excitement and emotion" of the lottery were "putting themselves at very great risk".
However, the company behind the lottery, Europa International, has defended the competition, insisting that the winner has to pass a medical test before undergoing the procedure of their choice.