Putting forth the argument that patients undergoing cosmetic surgery are increasingly at risk due to the “unregulated mess” that the cosmetic surgery industry is in, doctors from the UK and abroad called for the introduction of a regulator to deal with the growing prevalence of poor practice.

Drawing attention to lack of regulation and “professional greed” in a special addition of the Clinical Risk journal, published by the Royal Society of Medicine, the doctors – including consultant plastic surgeons and medical regulators - noted that the reasons that make cosmetic surgery a rather risky affair include lack of scrutiny, bigger-than-ever marketing campaigns, as well as media hype.

Saying that cosmetic surgery has become extremely popular over the last few years, Nigel Mercer, president of the British Association of Aesthetic Plastic Surgeons, mentioned the necessity for tighter control to crack down issues like untested products; and discount offers – such as two-for-one offers; and surgery holidays.

Expressing a similar opinion, the journal’s editor Dr Harvey Marcovitch, who is a consultant plastic surgeon, said cosmetic surgery apparently was one notable area of medicine where UK patients needed additional protection.

Marcovitch cautioned: “We need tight control of advertising of cosmetic surgery - including internet advertising. We need proper regulation of the industry and we need both surgeons and GPs to manage patient expectation.”