Government and TikTok campaign to target overseas cosmetic surgery 

The government has launched a new online campaign with social media platform TikTok to ensure people have access to ‘clear, reliable advice’ before travelling abroad for cosmetic or medical procedures.

It comes as growing numbers of people are turning to social media to research potentially risky cosmetic procedures, including hair transplants and dental work, which are often cheaper and more widely available abroad.

The campaign aims to increase awareness of the potential risks of receiving treatment overseas, to protect patients and reduce the costs of fixing botched procedures via the NHS.

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Earlier this year, general practice nurses (GPNs) shared their concerns about the ‘strain’ on the NHS caused by patients having surgeries abroad during the Royal College of Nursing’s annual congress.

Launching the initiative today, health minister Karin Smyth, said: ‘Too many people are being left with life-altering injuries after going abroad for medical procedures, without access to proper advice or safeguards.

‘Often drawn in by deals too good to be true and promoted by influencers – some of whom have never been to the practice in question.’

As part of the campaign, TikTok and the government have partnered with medical influencers, like Midwife Marley and Doc Tally to create content to show the risks of cosmetic surgery and to offer advice on making trips as safe as possible.

The initiative will encourage people to consider clinical standards, potential complications, and language barriers before booking any procedures.

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It will also advise prospective patients to consult a UK healthcare professional, secure travel insurance, and avoid package deals that include medical procedures.

In addition, the Foreign Office will be providing more detailed travel advice for those seeking to travel abroad for procedures, the government said.

Stephen Doughty, minister of state for Europe, North America and overseas territories said: ‘Our aim is to explain the risks and help British people understand the actions they can take to keep themselves safe when abroad.

‘If you choose to travel abroad for medical treatment, it is vital you do your research and are fully aware of the risks involved.

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‘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.’

The move follows new regulations announced by the government last week to ensure only qualified healthcare professionals such as nurses will be able to perform ‘high-risk’ cosmetic procedures, such as Brazilian Butt Lifts.