Social media ads promoting cosmetic surgery tourism, particularly to Turkey, have surged, raising safety concerns among UK doctors. The trend, exemplified by a recent Instagram post advertising Brazilian butt lifts alongside luxury holidays, underscores a broader issue in the industry.
According to a Guardian analysis, nearly 2,700 ads promoting Brazilian butt lifts have appeared on Facebook since May 2022, often packaged as holiday opportunities. This has prompted the Advertising Standards Agency (ASA) to issue a warning to overseas cosmetic providers regarding advertising standards violations.
With the UK healthcare system facing strain due to various factors, including workforce shortages and a rise in private healthcare demand, more Britons are seeking treatment abroad. Turkey, a leading destination, welcomed 1.2 million medical tourists in 2022, generating an estimated £2bn annually.
The allure of cosmetic surgery abroad is further fueled by social media and reality TV, which promote certain aesthetic ideals at a lower cost than in the UK. However, experts caution against trivializing surgery by framing it as a holiday or promising unrealistic outcomes.
Nora Nugent of the British Association of Aesthetic Plastic Surgeons warns against glamorizing surgery or downplaying its risks. The ASA advises against linking surgery to holidays, citing concerns about trivializing the decision-making process.
Despite enhanced monitoring efforts by advertising regulators, irresponsible ads persist. Some ads from companies like Clinichub and Dr. Süleyman Özer offer discounted procedures alongside promises of luxury experiences, raising further concerns about safety and transparency.
The risks of cosmetic surgery tourism are not to be underestimated. At least 25 British citizens have died during medical tourism trips to Turkey since January 2019, with Brazilian butt lifts carrying the highest risk among cosmetic procedures.
While the ASA’s warning is a step in the right direction, enforcement against overseas companies remains a challenge. Nugent emphasizes the influence of social media in shaping patients’ decisions, highlighting the need for greater awareness and regulation in the cosmetic surgery industry.
