London: The British government has launched a new online campaign in partnership with TikTok to provide people with clear and reliable advice before travelling abroad for cosmetic or medical procedures.
The initiative aims to raise awareness of the risks, protect patients, and reduce costs for the NHS in treating complications from botched surgeries. It forms part of a wider government plan to improve the safety of cosmetic treatments.
With more people turning to social media platforms such as TikTok to research cheaper procedures overseas – including hair transplants and dental work – patients are often exposed to polished marketing that fails to highlight potential dangers.
To counter this, TikTok and the government have teamed up with medical influencers such as Midwife Marley and Doc Tally to produce content explaining the risks, offering safety advice, and encouraging thorough research before undergoing treatment abroad.
The Foreign, Commonwealth and Development Office (FCDO) will also expand its travel advice to cover so-called “tweakments.”
Health Minister Karin Smyth said too many people were being left with life-altering injuries after undergoing overseas procedures promoted by influencers who may have little or no connection to the clinics involved.
“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,” she said.
The campaign carries the warning that in cosmetic surgery abroad, the lowest price can often come at the highest cost.
