'Irresponsible' adverts for Turkey plastic surgery clinics banned in UK
Adverts for three 'irresponsible' clinics have been banned in the UK after they downplayed the risks involved in going abroad for plastic surgery.
The Advertising Standards Agency (ASA) ruled this week against Medikal Turizm Ticaret Limited, Ersoy Health Services Tourism Ltd and Erdem Clinic over paid-for social media posts which advertised various cosmetic procedures in Turkey. The regulator found that the firms had taken advantage of insecurities around body image and made "misleading claims" about the services they provide, including that fitting a gastric balloon would result in "permanent beauty".
An ASA spokesperson said the bans formed part of a wider investigation into material promoting cosmetic surgery abroad, and confirmed they had noticed an "uptick" in this type of advertising amid a boom in Brits going abroad for treatment.
One of the adverts in question, a paid-for Facebook ad for Erdem Clinic from 2023, read: "Don’t let your nose overshadow your face. Get the look you dream of with Nose Job treatment. Choose to be the greater beauty that you can be". The ASA stated that this "exploited insecurities around body image and was therefore irresponsible", while another line in the advert - which said customers could receive a 30% discount on combined operations - was also rejected for pressuring consumers into undertaking more cosmetic interventions.
Another ad by Esroy Health Services said booking a rhinoplasty at their clinic offered an opportunity to "holiday in the most beautiful city in the world", a claim which regulators said trivialised the decision to undergo cosmetic surgery and was "therefore irresponsible". Esroy was the only one of the three clinics to respond to the ASA's enquiries.
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The ASA said they were expecting to take further action against misleading advertising for cosmetic surgery abroad, and wanted companies to know that they were expected to follow their rules "carefully" even if they are not based in the UK. A spokesperson said: “We know that consumers are increasingly looking at going abroad for cosmetic surgery due to cost or ease of access and, while many people may be happy with the results, there are still inherent risks. That’s why it’s so important that ads for these services aren’t misleading or irresponsible, and why this is a high priority area for the ASA.
“Advertisers targeting people in the UK need to ensure that they’re following the Code, even if the service isn’t based here. They mustn’t trivialise the decision to get cosmetic surgery or put people under pressure to take up time limited offers. They should also make clear the need for a pre-consultation, including where it will take place. We’re continuing to monitor the situation, with more investigations underway, and we’re preparing further regulatory action for the near future.”
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