Tiktok will be used by the government to warn the public of the risks linked with travelling abroad to undergo cosmetic procedures.
Healthcare content creators have been targeted to communicate key messages around potentially risky treatments overseas, including dental work and hair transplants.
The campaign warns that when it comes to cosmetic surgery abroad, ‘the lowest price can come at the highest cost’. It comes as part of a wider initiative to improve the safety of cosmetic treatments.
Tiktok and the UK government have partnered with medical influencers, including Midwife Marley and Doc Tally, to create content to highlight these risks and provide advice on how to make trips as safe as possible.
‘We’re determined to protect patients, ease pressure on the NHS and make sure taxpayers are not left paying the price when things go wrong’
Karin Smyth, health minister
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.
‘By partnering with Tiktok, we’re helping people make safer, more informed choices before they go under the knife – wherever that may be.
‘Through our Plan for Change, we’re determined to protect patients, ease pressure on the NHS and make sure taxpayers are not left paying the price when things go wrong.’
New licensing system for Botox
The campaign launches as a new local authority licensing system will be introduced for delivering Botox and fillers in the UK.
Practitioners delivering low risk cosmetic treatments including Botox, lip fillers and facial dermal filler will now be subject to rigorous safety, training and insurance standards. This will be enforced with a new licensing system managed by local authorities.
The government said the changes were prompted by incidents involving high-risk treatments being delivered by people with little or no medical training.
Harsher measures will also be introduced for higher-risk procedures such as non-surgical Brazilian butt lifts. These must now be performed by qualified healthcare professionals only through a CQC-registered provider.
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