CosBeauty Magazine #98

FEATURE
As a result, AHPRA has set up
a targeted Cosmetic Surgery
Enforcement Unit to ‘accelerate
action and step-up enforcement’ as
well as a separate Cosmetic Surgery
Oversight Group.
In addition, AHPRA announced it
‘will enforce the ban on testimonials
in cosmetic surgery advertising as
they are likely to mislead, deceive
and trivialise the risks.’
AN ENDORSEMENT
MODEL
One of the most far-reaching
recommendations is the use of
an ‘endorsement’ process. An
endorsement would recognise
that a person has an extended
scope of practice in a particular
area because they have obtained
a specific qualification approved
by the Medical Board. The
training programs leading to
the qualification also must be
accredited by an independent
accreditation authority. Once
established, the report says it ‘will
be easy for consumers to identify
whether a practitioner is qualified
to perform cosmetic surgery’ (as the
endorsement will be listed on the
AHPRA public register).
A public education program
about endorsement will also be
necessary; the report notes this
is a much simpler message to
communicate than the current
‘unacceptable situation’.
The review emphasised that
cosmetic surgery, like any other form
of surgery, is invasive and carries
risks. It should only be performed
by highly trained practitioners. The
standards set for an education and
training program by the Medical
Board, in consultation with the AMC,
will have to be very high.
‘Only rigorous and robust
programs that appropriately train
practitioners in the necessary
aspects of surgery should be
accredited,’ the report said.
SOCIAL MEDIA
TESTIMONIALS &
COSMETIC SURGERY
ADVERTISING
The review was concerned
with tactics employed by some
practitioners, particularly on social
media, including using images of
models who are unlikely to have
had cosmetic surgery, to promote
a particular surgical procedure,
content that actively encourages
people to pursue what is promoted
as a socially accepted or perfect
body type and the use of influencers
to promote procedures.
To safeguard against some of the
concerning impacts of cosmetic
surgery advertising, the review
recommended:
• that stronger enforcement action
be taken about high-risk matters;
• an industry-specific audit be
undertaken to inform future
proactive auditing of such
advertising, including using
technology to assist with this;
• that AHPRA and the Medical
Board revise its Advertising
Guidelines and/or produce
additional material specifically
about cosmetic surgery to clarify
the standards expected of
practitioners.