The Royal College of Surgeons is to introduce new rules around the marketing of cosmetic surgery such as breast implants.
According to the Sunday Times, doctors will face being struck off for conducting procedures that are inappropriately marketed.
They will be told they may not provide services as a prize nor use promotional tactics such as discounts or refer-a-friend offers.
The broadsheet reports that the new rules coincide with a rise in British women crowdfunding breast implants using the website myfreeimplants.com, where users can raise ‘donations’ by posting photos and videos of themselves. The site has 5,500 donor accounts, with 919 in Britain.