When the presenter Xuxa declared on GNT’s Saia Justa program that she was the victim of a failed plastic surgery at the beginning of the last decade, when she had silicone implants on her breasts, she shed light on how advertising can negatively and permanently influence the quality of life of a patient. In an era in which large breasts, often disproportionate to the size of the patients, were fashionable in weeklies, Xuxa revealed a drama amidst so much glamour: the prostheses have become fibrous, forcing the presenter to undergo a new operation of correction, but the presenter says she suffers from pain to this day.
The plastic surgeon Dr. José Montedonioone of the main critics of the risk associated with the dissemination of “before and after” images of aesthetic procedures, warns of the risk of patient frustration with recent changes to the rules on medical advertising by the Federal Council of Medicine (FMC), allowing the display of pre- and post-operative photos, as long as the patient’s privacy is preserved.
The growing use of social media and the relentless pursuit of idealized beauty standards in the image of celebrities, influencers and former reality show participants who advertise their procedures to thousands of followers, have led to a significant increase in successful cosmetic procedures, which, in turn, has profound repercussions on the sector. With the increase in demand we are witnessing the invasion of the specialty by non-specialized professionals and also by non-medical subjects who see aesthetics as a profitable opportunity. Added to this are celebrities who perform procedures in exchange for the promotion of the professional, when the evaluation of the procedure often must be positive, as is advertising. The situation can often pose serious health risks to patients, as quality, safety and well-being are not always priorities.
The unreal images of social media in the world of aesthetic procedures
Dr. Montedonio underlines that it is essential to remember that each individual is unique, with individual physical and physiological characteristics that play a fundamental role in the results of aesthetic interventions. Trying to reproduce specific results, often based on unrealistic images posted on social media, can be frustrating and harmful to mental health and can even lead to permanent physical consequences.
The doctor emphasizes that the main goal of plastic surgery is to correct imperfections, enhance natural beauty and promote each patient’s self-confidence, always respecting his or her unique characteristics.
It highlights the importance of careful research when choosing a professional to perform aesthetic procedures, ensuring that the doctor is qualified, experienced and committed to patient safety. Furthermore, it is essential to check whether the place where the procedure will be carried out has adequate infrastructure, strict safety protocols and qualified personnel.
The CFM Resolution n. 2.336/2023 made changes to the rules on medical advertising, including the dissemination of the work on social networks. However, the use of patient images is permitted only for educational purposes and must follow specific criteria, such as belonging to the doctor’s specialty and non-manipulation, as well as not identifying the patient.
In the case of “before and after” demonstrations, the resolution requires that these be presented in a set of images that include the therapeutic indications, satisfactory and unsatisfactory developments and complications resulting from the intervention. The resolution was published on 13 September 2023 and will come into force 180 days from that date.
“Since I do not agree with the publication of increasingly captivating and sensationalist content, often with manipulation of images, I try to explain it in an ethical and didactic way, for those seeking information on the procedures, through playful and light illustrations and animations, demystifying some beliefs and false truths.” says the surgeon.
Dr. Montedonio concludes by underlining the importance of maintaining medical ethics and a constant commitment to the health and well-being of patients, hoping that health authorities will establish rigorous guidelines to preserve the highest ethical standards in aesthetic medicine and plastic surgery, thus ensuring the integrity of patients.
Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
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