Latest figures indicate that the UK cosmetic surgery market is booming, with more than 51,000 surgical procedures taking place in 2015 – an increase of 13% compared to 2014.1 UK statistics for non-surgical interventions are hard to come by, but as an example, in the US in 2013, $5 billion was spent on non-surgical procedures.2 In recent years, aesthetic marketing practices have evolved and successful public relations and advertising can be critical to business differentiation and survival. This paper will examine the current marketing and advertising regulatory landscape, identifying key aspects for successful marketing and understanding regulations and guidance, whilst highlighting common pitfalls.
In 2012, the PIP (Poly Implant Prothèse) scandal laid bare the effects of unethical practices, inconsistent regulations and poor patient safeguarding.3 The UK Department of Health swiftly began a…
