The quality of Internet advertising in aesthetic surgery: an in-depth analysis.
BACKGROUND
The aesthetic market is a growing business, as evidenced by the American Society for Aesthetic Plastic Surgery (ASAPS) reporting an increase of 147% in the number of cosmetic procedures performed by members since 1997. This market is consumer-oriented, relying heavily on advertising for survival amid the increasing provider competition.


OBJECTIVE
The authors evaluate trends, ethics, and efficacy of Internet advertising in aesthetic surgery.


METHODS
Medical cosmetic providers in Southern California and their Web sites were catalogued through sales lists from manufacturers (Medicis and Allergan) and combined with advertised providers of surgical treatments. Using the ASAPS/American Society of Aesthetic Plastic Surgeons (ASPS) and American Medical Association Codes of Ethics as guidelines, scores were assigned to each Web site and evaluated with the provider's board certification. A geographical analysis determined whether the presence of high numbers of competitors had an impact on the adherence to ethical guidelines for advertising. To examine patient preferences in physician advertising, a survey was conducted online.


RESULTS
Board-certified plastic surgeons showed the highest total ethical scores, followed by otolaryngologists, oromaxillofacial surgeons, and ophthalmologists. No decrement in the quality of the advertising was found in densely competitive environments. A consistent correlation was found between superior compliance with ethical guidelines and board certification in plastic surgery. The patient preference survey of 208 individuals demonstrated their desire for a well-trained, board-certified plastic surgeon to perform their cosmetic procedures.


CONCLUSIONS
Although plastic surgeons demonstrate greater overall compliance with the ASAPS/ASPS Advertising Code of Ethics, they can continue to improve. With the large variety of cosmetic physicians offering the same procedures, maintaining open, honest, and forthright communication with the public is essential.
Wong
Wendy W
WW
Department of Plastic Surgery, Loma Linda University Medical Center, Loma Linda, California 92354, USA. wewong@llu.edu
Camp
Matthew C
MC
Camp
Jennifer S
JS
Gupta
Subhas C
SC
D000328:Adult; D000329:Advertising / Q000941:ethics / Q000592:standards* / Q000639:trends; D000368:Aged; D002140:California; D002568:Certification; D003625:Data Collection; D004992:Ethics, Medical; D005260:Female; D019983:Guideline Adherence; D017408:Guidelines as Topic; D006801:Humans; D020407:Internet / Q000941:ethics / Q000592:standards*; D008297:Male; D008875:Middle Aged; D057240:Patient Preference; D013044:Specialty Boards; D013518:Surgery, Plastic / Q000941:ethics*; D055815:Young Adult