01 July 2008

New regulations provide truth in advertising for medical services

NSW Minister for Health Reba Meagher said today's introduction of stronger regulations for the advertising of medical services would provide better protection for people contemplating cosmetic surgery.

Ms Meagher said the changes are included in the Medical Practice Amendment (Advertising) Regulation 2008 which comes into effect today.

"These changes put an end to the use of confusing scientific and statistical information and the misleading use of 'before and after' photographs which often give people unrealistic expectations about the results they can expect from certain medical procedures, such as cosmetic surgery," Ms Meagher said.

"These new regulations make it clear that there is no place within the practice of medicine for unscrupulous operators who use dubious advertising to promote their services."

Changes under the Medical Practice Amendment (Advertising) Regulation 2008 include:

• A requirement that 'before and after' photographs are not altered or manipulated in any way
• A requirement that 'before and after' photographs are of genuine patients
• All 'before and after' photographs must include a prominent statement that they represent one person's experience and there is no guarantee that any other patient will experience similar results
• Any scientific or statistical information used in advertising must be presented in a manner which is readily understood by people without scientific or medical expertise.

Ms Meagher said new cosmetic surgery guidelines developed by the NSW Medical Board also require a 'cooling off' period for people under the age of 18 years.

"These guidelines provide a three-month cooling off period between the time of the initial consultation and a second consultation when the surgery can be booked," Ms Meagher said.

"It is particularly important that young people contemplating cosmetic surgery have access to detailed information about the procedure and the time to fully consider the risks and the need for surgery without rushing to a decision."

For a range of health information, go online to www.health.nsw.gov.au