Call to tighten regulation for advertising of medical services

The advertising of medical services such as laser eye surgery, plastic surgery and skin treatments needs to be more closely regulated to protect consumers, according to a new report.

Tighter guidelines or formal legislation controlling direct-to-consumer medical advertising is required to safeguard patient safety and enhance people’s ability to make an informed decision before undergoing a procedure, the report says.

The Irish College of Ophthalmologists report questions the appropriateness of many forms of direct advertising of medical services to consumers, an area that is currently unregulated in Ireland.

It cites sales techniques of particular concern such as celebrity endorsements and surgery being offered as a raffle prize. In some cases package deals such as “buy one, get one free” are used to sell treatments or reduced prices apply for mother-and-daughter or “refer a friend” deals.

In the area of cosmetic surgery the use of photographs of models who have never undergone the advertised treatment is creating unrealistic expectations for consumers, the report says.

“There are misleading advertisements on websites, in beauty salons and in pharmacies promoting treatments that claim to eradicate wrinkles; these advertisements use before and after photographs portraying results that cannot possibly be achieved by the treatment suggested.”

Decision

The report says all surgery contains an element of risk, and it is essential consumers are reliably informed of this before deciding to proceed. Medical and surgical procedures must not be regulated in the same way as consumer or lifestyle goods.

It claims advertising that focuses only on the benefits of procedures is creating unrealistic expectations.

The resulting “disappointment gap” felt by some is contributing to more legal actions against health professionals, thereby driving doctors out of practice.

At least 21 cases have been taken by individual consumers against high street eye laser clinics since 2008.

The college says its view that medical advertising should concentrate on educating the public rather than enticing prospective patients through cut-price offers is shared by groups representing dermatologists and plastic surgeons.

In the area of dermatology concern is expressed about the marketing of mole mapping, devices to treat pigmented skin lesions, and cosmetic injectables and treatments.

The report says standards and safeguards must apply equally in the public and private sectors. "It is essential that patients receive balanced, unbiased information in order for them to be in a position to make fully informed decisions," said Dr Billy Power, president of the college.