Adherence of Practitioners to Updated Cosmetic Surgery Advertising Regulations

Area of Science:

• Medical Regulation
• Surgical Practice
• Advertising Standards

Background:

• New Australian advertising regulations for cosmetic surgery practitioners commenced on 1 July 2023.
• These guidelines aim to enhance patient protection in cosmetic surgery advertising.
• Three key professional associations in Australia include the Australian Society of Plastic Surgery (ASPS), the Australian Society of Aesthetic Plastic Surgeons (ASAPS), and The Australian College of Cosmetic Surgery and Medicine (ACCSM).

Purpose of the Study:

• To audit the compliance of cosmetic surgery practitioners with the new advertising guidelines implemented in Australia.
• To assess adherence to the Medical Board of Australia's advertising guidelines for cosmetic surgery.

Main Methods:

• A website review of medical practitioners listed under ASPS, ASAPS, and ACCSM in Victoria, Australia, was conducted.
• The audit occurred between 1-30 September 2023, involving three plastic surgery practitioners.
• Compliance was assessed against the Medical Board of Australia's guidelines effective from 1 July 2023, with external review by a nurse.

Main Results:

• Out of 120 audited practitioners, 18% of ASPS members, 33% of ASAPS members, and 71% of ACCSM members breached advertising guidelines.
• The external reviewer validated 95% of the primary reviewers' findings.
• Significant variations in compliance rates were observed among the different professional associations.

Conclusions:

• Practitioners from ASPS and ASAPS in Victoria demonstrated better compliance with new advertising regulations compared to ACCSM members.
• All cosmetic surgery practitioners are urged to review and ensure their advertising practices align with current regulations.
• The study highlights the need for ongoing monitoring of advertising compliance in the cosmetic surgery sector.