Cosmetic surgery is being viewed with increasing openness, largely because of the widespread coverage in the media, surgeons have claimed.
Members of the British Association of Aesthetic Plastic Surgeons (Baaps) performed 28,921 cosmetic surgery procedures in 2006 and the total number of operations conducted is believed to have risen by nearly a third since the previous year.
Consultant plastic surgeon Douglas McGeorge, who is also president of the society, said that the figures "reflect the growing acceptance of aesthetic surgery, particularly in the areas of body contouring and anti-ageing".
"I attribute at least some of this trend to the continued media coverage which provides the public with an idea of what surgical procedures can achieve, as well as technological advances that improve safety and reduce costs."
Mr McGeorge added that Baaps members are committed to providing independent advice promoting sensible decision-making among those people considering cosmetic surgery.
Figures show that breast augmentation remains the most popular form of cosmetic surgery, although the biggest rises in popularity were for eyelid surgery, tummy tucks, and face and neck lifts.
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