In an effort to combat the risks associated with cosmetic procedures abroad, the government is collaborating with TikTok influencers to raise awareness.
This initiative addresses growing concerns over the increasing number of Britons seeking medical treatments like hair implants and dental work overseas, often attracted by lower costs and reduced waiting periods.
Medical content creators will play a key role in advising viewers to consult with UK-based doctors beforehand, secure specialized travel insurance, and avoid package deals that incorporate such procedures.
The move is part of a broader government strategy aimed at curbing medical tourism and strengthening regulations for cosmetic practitioners within England.
Authorities are emphasizing that the allure of lower prices for cosmetic surgery abroad can often lead to significant and unforeseen costs.
The campaign’s primary objectives are to enhance public awareness of potential risks, protect patients, and prevent the NHS from incurring expenses related to correcting substandard procedures.
Influencers such as Doc Tally and Midwife Marley, who command substantial followings of 240,000 and 38,000 on TikTok respectively, will produce informative videos outlining safety measures for those considering medical tourism, including a pre-booking checklist.
Health Minister Karin Smyth has cautioned that “too many people are suffering life-altering injuries after seeking medical procedures abroad, without adequate guidance or safeguards.”
She stated that the partnership with TikTok will empower individuals to “make safer and more informed decisions before undergoing surgery – regardless of location.”
Key considerations before booking include thorough research and consultation with medical professionals.
Complications arising from cosmetic procedures can have devastating consequences for patients.
Leah Mattson’s experience serves as a cautionary tale. Two years prior, she travelled to İzmir, Turkey, for gastric sleeve surgery.
While the initial surgery was successful in facilitating weight loss, a subsequent procedure at the same clinic to remove excess skin resulted in complications.
The procedure left her with asymmetry, deep scarring, and increased dissatisfaction with her body image.
Following the procedure, Leah expressed her disappointment and distress.
“I just wanted to cry and I feel like I actually disliked my body more than when I was overweight.”
Leah discovered the clinic through social media, where she was encouraged by positive testimonials.
“On apps like Instagram and TikTok, you search for weight-loss surgery and see the majority of people go to Turkey,” she explained.
“I was thinking well all these people have had great experiences so I’m going to go.
“I just trusted them because I thought well if they’re okay then I’ll be okay and I didn’t really pay much attention to the horror stories,” she added.
“I didn’t think it would ever happen to me.”
Leah now uses her social media platform to document her experience and educate others about the potential risks associated with such procedures.
The clinic in Turkey has not issued a direct comment regarding Leah’s case but previously stated that “plastic surgery isn’t straight-forward and unfortunately some health issues or complications cannot be anticipated”.
Experts are urging prospective patients to look beyond marketing materials and carefully consider clinical standards, potential complications, and communication barriers.
The Foreign Office will also enhance its travel advice to provide more detailed information for individuals considering medical procedures abroad.
Foreign Office Minister Stephen Doughty emphasized the importance of thorough research and awareness of potential risks when considering medical treatment abroad.
“We urge anyone considering a medical procedure abroad to review our travel advice, relevant guidance from the NHS and other professional bodies, and research foreign providers thoroughly to ensure they meet the highest standard of care.”
“Informed choices today can help avoid serious complications tomorrow.”
Ali Law, TikTok’s UK public policy lead, affirmed the platform’s commitment to connecting users with “information from trusted sources when searching for topics related to physical and mental health.”
Earlier this month, ministers announced plans to enhance safety regulations for cosmetic treatments in England.
Under the proposed regulations, only qualified and regulated healthcare professionals will be authorized to perform high-risk procedures like Brazilian butt lifts.
Clinics offering lower-risk procedures, such as Botox and fillers, will be required to obtain a license, and age restrictions will be implemented to prevent children from emulating potentially dangerous beauty trends popularized on social media.
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