The ad watchdog has launched a major crackdown on so-called “cosmetic tourism”, banning three separate ads for clinics operating out of Turkey, for putting pressure on potential customers, trivialising serious surgical procedures and exploiting insecurities around body image.
First up is a paid-for Facebook ad for AsproMED, promoting cosmetic surgery in Turkey, seen in May this year.
The caption stated: “Are you ready to unleash your inner beauty, dear friend? Look no further than AsproMED, your trusted partner in the realm of medical tourism! Let us guide you towards the path of radiant transformation!”
The ad included a photo of a slim woman holding a balloon while she pointed to her stomach, together with a smaller illustration of a gastric balloon in a stomach. Text next to the image stated “Bariatric Treatment – Gastric Balloon – Gastric Bypass – Gastric Sleeve – Liposuction -Lifting” and “Get a permanent beauty with Gastric Balloon”.
Text underneath stated “4, 5 Stars Hotel + Travel to Istanbul + Professional Team”. Another image featured the Hagia Sophia skyline with several boats in front of it.
But the Advertising Standards Authority was far from impressed and among its concerns were claims that “inner beauty” and “permanent beauty” were irresponsible because they exploited insecurities around body image; while it also probed whether the ad was irresponsible because it trivialised the decision to undergo cosmetic surgery.
Meanwhile the watchdog also questioned whether the ad misleadingly omitted information regarding the need for a pre-consultation to assess the patient’s potential contraindications.
However, AsproMED did not respond to the ASA’s enquiries, while Meta had no comments in relation to the ASA’s investigation.
Next up, a paid-for Facebook ad for Erdem Clinic, promoting cosmetic surgery in Turkey, stated: “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 ad included a profile image of a woman. Additional text stated “Rhinoplasty in Turkey. Up to 30% discounts on combined operations.”
Funnily enough, the ASA was not best pleased with this ad either. It took issue with claim “Up to 30% discounts on combined operations” and challenged whether this pressured consumers into undertaking more cosmetic interventions and was therefore irresponsible.
The regulator also challenged whether the ad exploited insecurities around body image and was therefore irresponsible; and, once again probed whether the ad misleadingly omitted information regarding the need for a pre-consultation.
Once again, Erdem Clinic did not respond to the ASA’s enquiries; once again Meta said it did not have any comments.
Finally, a paid-for Facebook ad for ClinicHaus Health, promoting cosmetic surgery in Turkey, featured the caption: “Rhinoplasty surgery, one of the most successful doctors in the world. Fill out the form now for the big summer campaign VIP transfer 5 star package Holiday in the most beautiful city in the world”. An image underneath showed a woman in profile.
Among the ASA’s concerns were that the reference to a “holiday in the most beautiful city in the world”, trivialised the decision to undergo cosmetic surgery and also misleadingly omitted information regarding the need for a pre-consultation.
This time the firm did respond, however, insisting it had legal certification and authorisation from the Turkish government. As part of the medical tourism industry it said it had summer offers from time to time, and highlighted that its clinic was in Turkey.
The firm also maintained that, for ads relating to aesthetic procedures, it was usual to include an image demonstrating the procedure’s effects. If people had searched online for information about certain procedures, they would see ads for those procedures, with related images.
For the third time, Meta said it did not have any comments.
Even so, the ASA was in little doubt that all three ads broke the Code and issued a stiff rebuke to all three. It stated: “The ads must not appear again in the form investigated. We told [the companies] to ensure their future ads were socially responsible, by not pressuring consumers into undertaking more cosmetic interventions than they otherwise would and not exploiting insecurities about body image.
“We also told them not to mislead consumers by omitting material information regarding cosmetic surgery procedures abroad and the need for a pre-consultation, including where it would take place.”
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