Cosmetic surgery ads: in need of an "extreme makeover"?

28 February 2008

 

It was ‘nip and tuck’ for The Harley Medical Group recently when an ASA adjudication put them firmly ‘under the knife’ of the national media. The ASA decided the advertiser had made a ‘boob’ by describing a surgical breast enlargement as “gorgeous breasts just got easy”.   The ad featured before-and-after-photos of a patient who had undergone the procedure and the complaints, including one from a doctor, suggested that it was offensive and irresponsible.  After investigating the complaints, the ASA ruled that the ad was irresponsible and misleading to promote a serious surgical procedure as “easy”.  Read the adjudication.

As cosmetic surgery becomes increasingly popular and more affordable, it is important that anyone considering surgery is made fully aware that any operation carries a risk to the patient and should seek independent medical advice before undergoing such procedures.
 
Cosmetic surgery advertisers should take special care with their ads and, especially because we are in the process of revising and updating our Help Note on Cosmetic Surgery marketing, should consult our Copy Advice team while preparing their ads.

In general, ads and promotions for cosmetic surgery need to be handled carefully; this is not the first time that an advertiser has had its knuckles rapped over a breast enlargement. Back in 2005, the ASA ruled that Zoo Magazine was irresponsible by running a promotion to “Win a boob job for your girlfriend.”  Read the adjudication.

Then, just two years later, the ASA received complaints – again including one from a doctor – about the ethics of a promotion to win laser eye treatment, serious, corrective surgery that surely requires greater consideration than scribbling your answer on the back of stamped addressed envelope.

So, advertisers seem to still have room for improvement when it comes to communicating with those seeking self-improvement. Advertisers have a responsibility to ensure that patients are aware of the risks and that surgery is not something that should be entered into lightly. To suggest otherwise, makes a mockery of medical protocol and stringent guidelines. Perhaps the standards of some advertisers are slipping and in need of an urgent face-lift!

We recommend cosmetic surgery marketers to consult our Copy Advice team, which can give you free advice on whether your campaign risks getting your company (or client) into trouble with the ASA. Our advisers know the CAP Code inside out.  They have in-depth knowledge of the latest ASA adjudications and are well-qualified to spot potential problems with your campaigns and advise you on the changes you should make.

You can do that by calling us on 020 7492 2210, e-mailing enquiries to copyadvice@cap.org.uk or accessing our AdviceOnline database.