Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

The advertising of cosmetic surgery is a sensitive topic with concerns being raised about the trivialisation of a serious medical procedure and undue pressure on potentially vulnerable consumers. But the rules do not prohibit providers of these services from advertising as long as they stick to strict rules designed to protect consumers and to ensure all ads for cosmetic surgery and procedures are socially responsible.

Cosmetic surgery is not a decision that should be taken lightly and we take a firm line on ads that trivialise a cosmetic procedure or put pressure on individuals to make quick-buying decisions. Ads should not imply procedures are quick and easy with minimal invasiveness and recovery time if they aren’t, and we advise advertisers to always highlight the need for a consultation before booking a procedure and any risks associated with cosmetic surgery.

The advertising rules also state that ads for cosmetic surgery and procedures need to be scheduled and targeted appropriately in order to minimise the risk of children seeing an ad which has the potential to have a negative impact on their body image.

As well as making cosmetic surgery ads responsible, advertisers providing these procedures should also not mislead the public. Surgeons should only describe themselves as ‘qualified’ in their ads if they are on the Specialist Register of the General Medical Council and have the relevant certifications or qualifications. Furthermore, surgeons should only describe themselves as ‘experienced’ if they are able to prove they have practiced their surgical specialty for at least 6 years.

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Latest rulings

Valterous Ltd t/a Therapie Clinic
- Upheld
- Social media (paid ad)
- 18 December 2024
A paid-for Facebook ad indirectly advertised a prescription only medicine to the public.
Pall Mall Medical (Manchester) Ltd t/a Pall Mall Cosmetics
- Upheld
- 09 October 2024
An Instagram ad was irresponsible as it trivialised the decision to undergo cosmetic surgery and linked cosmetic surgery with happiness and confidence.
PlymGlow Ltd
- Upheld
- 09 October 2024
A circular for a tanning salon discouraged essential treatment for conditions for which medical supervision should be sought and irresponsibly claimed that health benefits could be obtained from sunbeds.
MYA Clinics Ltd t/a MYA Cosmetic Surgery
- Upheld
- Website (paid ad)
- 31 July 2024
Two display ads for cosmetic surgery shown on the Quizlet website were inappropriately targeted.

View all rulings

Cosmetic surgery and procedures

Helpful information on the advertising rules for cosmetic surgery and procedures, and examples of previous Advertising Standards Authority rulings in this area.

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Valterous Ltd t/a Therapie Clinic

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