Fazel Fatah, president of the British Association of Aesthetic Plastic Surgeons (BAAPS), says that the British government should control cosmetic surgery advertising and ban all special offers and inducements.
To counter the effect of irresponsible marketing BAAPS launched a poster with a giant scalpel 2 years ago. “Companies see cosmetic surgery as a market to be exploited and gimmicks like ‘recommend a friend’ are stooping to the tactics of double-glazing salesmen. They’re recruiting patients as agents to sell the treatments for a commission to friends who might never before have considered surgery”, says Fatah.
Loyalty cards, gift vouchers, and interest-free loans are a few of the tactics used to generate new clients for whom financing their surgery is the only barrier. These campaigns appeal to individuals with low-self esteem who take a loan and only replace one emotional problem with another.
“If you’ve been thinking about cosmetic surgery, make it your new year’s resolution at BMI Healthcare,” says the blurb of the UK’s number one private hospital group. It offers a BMI credit which allows people to borrow up to £20,000. The interest rate is 9.9% which is cheaper than most credit cards, and that encourages people to easily spend more money than they can afford to.
Transform is another company which offers promotions. “If 2011 is the year you plan to really change how you feel about yourself, we’re here to help you do just that. What’s more, if you book your procedure before the end of February 2011 you’ll receive a £150 voucher to spend against your next summer holiday,” says their website.
“Cosmetic surgery can work wonders on the right patient at the right time, but loans and credit cards can never be justified as an inducement,” Fatah believes.