1. Using single images (of people) that could be taken to represent the outcome of a surgical procedure.

Example mistakes:

Regulation: GMPACS 6.1 Single images must not be used in cosmetic surgery advertising when the use of the image is likely to give the impression that it represents the outcome of a surgery as this can mislead the public, idealise cosmetic surgery and/or increase unreasonable expectations.

Additional comments: Almost any photo/image of a person used on a website or social media post, other than those clearly indicated as before & after photos, can now be seen as suggesting the outcome of a surgical procedure. Do not use these images, even if they are not adjacent to descriptions of titles of surgical procedures.

2. Suggesting or claiming a procedure will result in a psychological or social benefit without providing acceptable evidence.

Example mistakes:

“This is a procedure that consistently produces very happy patients”

“The reduction improved their overall body proportions and allowed them to live a more active and confident lifestyle”

Regulation: GMPACS 9.2: Cosmetic surgery advertising must not make claims about psychological or social benefit or similar claims which cannot be supported by acceptable evidence.

Additional comments: “Acceptable evidence” is the key here. If you can provide a link to a peer-reviewed study that clearly indicates the psychological benefits of the procedure, then you can make such claims in your advertising.

More information: Acceptable evidence in health advertising

3. Implying that cosmetic surgery should be used to obtain an acceptable or ‘ideal’ body type.

Example mistakes:

“Rejuvenate your skin for a more youthful appearance”

“Improve the visual signs of ageing”

“The procedure will correct these bulges and rectify the problem”

Regulation: GMPACS 8.3.1 Cosmetic surgery advertising must not state or imply cosmetic surgery should be used to obtain an acceptable or ‘ideal’ body type. This includes (i) using phrases that imply wellbeing will suffer without cosmetic surgery, such as ‘healthier, happier you’ and similar and (ii) using non-clinical terminology such as ‘get ready for summer’, ‘work of art’ and similar. (abbrev’).

Additional information: Avoid using terms such as symmetry, youthful, younger, rejuvenate, correct, rectify, improve, and restore.

4. Using images, words or other marketing techniques that idealise cosmetic surgery.

Example mistakes:

“We can advise you on the perfect breast size and shape”

“look at the stunning results of this abdominoplasty”

“this will produce a more subtle and natural result”

“will result in a transformation of body shape”

“with our surgeon you’re in safe hands”

“The results are amazing”

Regulation: GMPACS 7.6 Advertising must not trivialise cosmetic surgery. It must not: idealise cosmetic surgery through the use of images, words or other marketing techniques. For example, advertising must not use terms such as ‘designer vagina’, ‘barbie’, non-clinical adjectives such as ‘transformation’, ‘amazing’, ‘perfect’ and similar.

Additional information: Terms such as artist, transform, amazing, stunning, incredible and perfect are all seen as idealising cosmetic surgery.

5. Using language or statements which are exploitive, disapproving or imply that a normal change, body shape or bodily feature is abnormal or undesirable or is not aesthetically pleasing and can be fixed by cosmetic surgery.

Example mistakes:

“mastopexy can reshape your sagging breasts following pregnancy”

“get rid of those unsightly bulges”

“as a normal part of ageing, our eyelids may become loose and baggy”

Regulation: GMPACS 8.3.b Cosmetic surgery advertising must not use language or statements which are exploitive, disapproving or imply that a normal change is abnormal and can be fixed by cosmetic surgery. For example, phrases such as ‘mummy makeover’, ‘bingo wings’, ‘problem area’ and similar must not be used in cosmetic surgery advertising.

Additional information: Exploitive (i.e. using peoples’ insecurities) and disapproving language may be obvious (“crows feet”, “turkey neck”) or subtle (“after breast feeding, you may require a mastopexy to correct sagging”). The common thread is language that may reinforce patients’ dislike or shame about their bodies.

Terms such as “droopy”, “flabby”, “deflated”, “problem areas”, “tired”, “improve the signs of ageing”, “bags”, “fatty” have all been flagged by AHPRA as breaching this guideline.

6. Use of before and after images that show significant differences in content, lighting, camera angle, background, framing and exposure, posture, clothing, make up or jewellery.

Example mistakes: 

Regulation: GMPACS 6.6 ‘Before and after’ images must be as similar as possible in content, lighting, camera angle, background, framing and exposure, posture, clothing and make up. This is to ensure that the comparisons of ‘before and after’ images are genuine and are not influenced by factors such as the use of lighting, makeup, facial expression, clothing, or varied angles to improve the ‘after’ image.

Additional information: The principle to follow is that the procedure should be the only difference between the before and after photos – no changes in lighting, framing, colour balance, facial expression, clothing, jewellery or any other factor that might influence how the images are perceived.

7. Using language that trivialises and minimises cosmetic surgery.

Example mistakes:

“Other benefits of neck lift surgery include a quick recovery time”

“Subglandular placement … has the added benefit of quick recovery time”

“Breast reduction surgery is safe and effective.”

“Boost your self-esteem with a simple ear-pinning procedure!”

“Rhinoplasty is a very easy way to correct this”

Regulations: GMPACS 7.5 Advertising must not downplay recovery or mislead patients in relation to the experience of pain and recovery through, for example, describing cosmetic surgery as ‘gentle’, ‘or ‘simple’ or describing the recovery process as ‘quick’ or ‘rapid’ when different patients will heal differently, and have different pain thresholds and will therefore experience different recovery times for different activities.

And also: GMPACS 7.6.d Advertising must not trivialise cosmetic surgery. It must not: use minimising terms such as ‘gentle’, ‘simple’, ‘safe’, ‘quick’, and/or ‘easy’

8. Failing to include complete registration information.

Example mistake:

“Dr X is a plastic and reconstructive surgeon based in Sydney”

Regulation: GMPACS 2.3 All medical practitioners advertising cosmetic surgery must include clear and unambiguous information about their qualifications and type of medical registration.  Information must include the medical practitioner’s registration number and whether they hold general registration or specialist registration, including recognised specialty and field of specialty practice (if applicable).

Additional information: AHPRA don’t specify where to provide registration information. ASPS therefore recommend including registration and qualification details whenever the practitioner is mentioned in any detail (e.g.page footers, biography, about us, clinic details, etc.). An example of compliant details would be:

“Dr X, Registered medical practitioner (MED345678).
Specialist Plastic Surgeon (specialist registration in Surgery – plastic surgery). FRACS (Plast)”

9. Minimising the invasiveness of cosmetic surgery using words such as ‘artistry’, ‘silhouette’ and ‘sculpting’.

Example mistakes:

Regulation: GMPACS 7.6.a Advertising must not trivialise cosmetic surgery. It must not minimise the invasiveness of cosmetic surgery (for example, the use of words such as, but not limited to, ‘artistry’, ‘silhouette’ and ‘sculpting’ are inappropriate in cosmetic surgery advertising).

Additional information: “Sculpting”, “contouring”, “artistry”, “the Leonardo da Vinci of our time!” all draw attention away from the fact that cosmetic surgery is invasive and carries risks.

10. Not ensuring that full information about risks and potential risks can be easily found within cosmetic surgery advertising.

Example mistakes: 

“Any surgical or invasive procedure carries risks. Before proceeding, you should seek a second opinion …”

“Most patients do not experience these complications, but you should discuss with Dr X to ensure you understand all the possible consequences”

Regulation: GMPACS 7.2 Medical practitioners must ensure that full information about risks and potential risks can be easily found within cosmetic surgery advertising. The public should not be required to exhaustively search for, or contact the medical practitioner for information about risks and potential risks.

Additional information: AHPRA state “It may not be possible in some advertising, such as social media, to provide full details about risks or potential risks of the cosmetic surgery. In this case the advertising should direct the public to the location of the information about risks or potential risks, such as through a link, or directions to the section of the medical practitioner’s website that contains the information.”

ASPS suggest that wherever a surgical procedure is discussed or advertised, a hyperlink (or text URL on social channels) be included to the website page that clearly states the risks and recovery information relevant to that procedure.