Ethics-Governance: Article: eMJA: Using "anti-ageing" to market cosmetic surgery: just good business, or another wrinkle on the face of medical practice?

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eMJA: Using "anti-ageing" to market cosmetic surgery: just good business, or another wrinkle on the face of medical practice? Using "anti-ageing" to market cosmetic surgery: just good business, or another wrinkle on the face of medical practice? Anne L Ring MJA2002; 176 (12): 597-599 Abstract — Introduction — Are ethical standards a casualty in the promotion of cosmetic surgery? — Enhanced and idealised images — Where does cosmetic surgery belong? — Should current promotions of cosmetic surgery be a focus of professional concern? — What are the implications of commercially structured promotional strategies for the tradition of "Trust me, I'm a doctor"? — References Potential consequences of the deregulation of advertising by doctors are examined using the example of practitioners who promote cosmetic procedures by exploiting body image concerns in a society that is both ageing and youth-oriented. Within the past five years, medical practitioners have seen major changes to the ways in which they are entitled to promote their services in Australia. The current approach was formalised as a result of the State-by-State deregulation of advertising by doctors through concerted action by the Australian Competition and Consumer Commission (ACCC), which did so in order to enable equal opportunity to all businesses in compliance with the National Competition Policy.1,2 Box 1 outlines the current conditions for medical advertising. Full Article: http://www.mja.com.au/public/issues/176_12_170602/rin10794_fm.html


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