as alarmed others. Douglas McGeorge, the president-elect of BAAPS, said: "When performed under the right circumstances aesthetic surgery can have a very positive psychological impact and improve a patient's quality of life."
Adam Searle, the current president of BAAPS, differed: "With the increasing media coverage that provides the public with ever more information on what surgical procedures might achieve, it is essential our members promote responsible practices."
There is also a campaign among plastic surgeons to prevent commercial companies from “trivializing and degrading” the speciality. Two of the leading providers of cosmetic surgery came under fire by BAAPS last autumn for using hard-core sales techniques. Magazines were attacked for offering "extreme makeovers" as prizes in competitions, and reality television programs for "sensationalist coverage" of the issue.
Mr Searle, a consultant plastic surgeon who treats cancer patients in London, has been at the forefront of campaigns by the association in the past year to prevent commercial companies from "trivializing and degrading" the specialty.
He said: "The trivialisation and commoditisation of medical procedures is appalling. It seems to have come down to the level of loyalty cards, money-off vouchers, competition prizes and even a raffle prize of a procedure of your choice. This belittling of the seriousness of undertaking a medical procedure degrades not only our specialty but also the medical profession as a whole."
Sasha Rakoff, of campaign group Object, added: "Vulnerable, often young, people are being fooled into believing their only chance at happiness is by changing themselves into what the media, fashion and sex industry tells them beauty is. A generation of young girls have no other role models other than surgically enhanced glamour models such as Jordan. It's very sad."
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