There are reports that a number of plastic surgeons are offering inducements to potential clients, many of whom do not need help.

The companies involved are alleged to have been offering interest-free loans and loyalty cards in order to persuade people go under the knife.

One particular firm was singled out. Some of its advertising literature said: “If you’ve been thinking about cosmetic surgery, make it your new year’s resolution at…” It then goes on to offer a 12 month interest-free loan to anyone who decides to book an appointment before the end of June. They also issue a credit type card that allows patients to spend up £20,000 on medical treatment at very low interest rates compared to traditional cards issued by banks and stores..

While this in itself is not worrying, the authorities believe that it is designed to influence people to have cosmetic surgery unnecessarily.

Fazel Fatah who is president of the British Association of Aesthetic Plastic Surgeons (BAAPS) wants the Government to step in and start regulating these practices. He told reporters: “It’s necessary for the government to step in and regulate the way cosmetic surgery is advertised.

“Companies see cosmetic surgery as a market to be exploited and gimmicks like ‘recommend a friend’ are stooping to the tactics of double-glazing salesmen. They’re recruiting patients as agents to sell the treatments for a commission to friends who might never before have considered surgery.”

Answering this charge a spokesperson for the company said: “We are very careful about our marketing because we don’t want people to rush into surgery.”

However Fazel Fatah believes such inducements should be banned. He said: “Cosmetic surgery can work wonders on the right patient at the right time, but loans and credit cards can never be justified as an inducement.”