ASA Adjudication on The Harley Medical Group Ltd

Ad

A poster featured the upper torsos of an athletic looking man and woman. The ad was headlined: "COSMETIC SURGERY. SHAPE UP FOR SUMMER". Text underneath featured a number to call for a free consultation and stated "THE HARLEY MEDICAL GROUP. BREAST ENLARGEMENT. LIPOSUCTION (FAT REMOVAL) TUMMY TUCK. NOSE RESHAPING. FACIAL SURGERY. NON SURGICAL SOLUTIONS. ANTI AGING AND SKIN REJUVENATION. FLEXIBLE AND 0% FINANCE."

Issue

1. Two complainants objected that the ad was socially irresponsible because it linked cosmetic surgery with happiness or confidence and could exploit the vulnerable.

2. One complainant objected that the ad promoted a casual attitude to cosmetic surgery and omitted to mention the risks inherent in undergoing procedures.

CAP Code (Edition 11)

Response

1. The Harley Medical Group (THMG) said they were an established, reputable company and offered free consultations to prospective clients; they said the consultations were carried out by trained and experienced Cosmetic Surgery Nurses who could discuss whether cosmetic surgery was suitable for each individual. They said they had a policy for the protection of vulnerable adults and, if the Cosmetic Surgeon believed the patient was vulnerable, they would not be accepted for surgery. THMG said they provided information for each procedure on their website.

2. THMG said their ads highlighted the free consultation at which the operation would be discussed in detail.  They said all the risks were fully explained at the consultation and a patient's medical history was checked before they were allowed to proceed with the operation.  They said they also provided pre-operative and post-operative consultations.  

Assessment

1.  Not upheld

The ASA noted the models featured in the ad appeared confident and happy, but considered that consumers would be unlikely to infer from the ad that cosmetic surgery was the sole reason for that confidence.  We noted THMG assessed prospective patients' suitability for surgery before accepting them and had a policy for the protection of the vulnerable.  We concluded that the ad was not irresponsible.

2. Not upheld

We acknowledged that the ad did not make reference to the risks of surgery, but also noted it made a prominent reference to a free consultation, at which the details of the procedure would be discussed by trained staff. We concluded that the ad was unlikely to encourage people to undertake cosmetic surgery without a full consideration of the risks.

We investigated the ad under CAP Code clauses 2.2 (Social responsibility); 7.1 (Truthfulness); 5.3 (Decency) and 50.6 (Health and beauty products and therapies) but did not find it in breach.

Action

No further action necessary.

Adjudication of the ASA Council (Non-broadcast)