Cosmetic surgery clinics using "irresponsible" sales techniques, including one featuring a model with "anatomically impossible" breasts, were condemned by their own industry today.

Cosmetic surgery clinics using "irresponsible" sales techniques, including one featuring a model with "anatomically impossible" breasts, were condemned by their own industry today.

The British Association of Aesthetic Plastic Surgeons (BAAPS) launched a campaign aimed at putting a stop to what it says are bad practices, such as digitally enhanced models and financial incentives for surgery.

BAAPS highlighted a series of adverts used by clinics including the one with the "anatomically impossible" model.

A second advert offered a £250 discount to customers as an incentive to have the surgery quickly.

A third offered a "lunchtime facelift", which BAAPS said cannot be done and falsely raises expectations.

BAAPS represents around one third of cosmetic surgeons in the UK.

It is not a regulatory body and so has no powers to take action against clinics.

Instead it unveiled its own advertising campaign designed to help people make better choices about where to have their surgery.

Douglas McGeorge, president of BAAPS and himself a consultant plastic surgeon, said: "BAAPS has been increasingly concerned about the standard and style of today's cosmetic surgery advertising, designed to encourage and incentivise people to undergo procedures.

"Surgery is a serious undertaking which requires realistic expectations and should only proceed after proper consultation with a reputable and properly qualified clinician in an appropriate clinical setting."

BAAPS, which has around 190 members, said the campaign was not a criticism of the standard of care provide by the clinics in the adverts but the marketing techniques used to draw patients in.

Many of the clinics have signed up to the Independent Healthcare Authority's code of practice, Good Medical Practice in Cosmetic Surgery.

The code states marketing materials should be designed to safeguard patients from unrealistic expectations and should also use real life and not professional models.

However, BAAPS says that as the code is voluntary, it is flouted my many clinics.

Adam Searle, a former president of the organisation, said: "Plastic surgery, when used well, is the most powerful tool to improve patients' well-being.

"What it should not be used for is to make money.

"It is the patient who should benefit not the surgeon."

Referring to an advert featuring the anatomically incorrect woman in a bikini, Mr McGeorge said: "This lady's bottom appears very slim to her top. But if you look closely it is abnormal.

"It gives a completely false presentation of what can be done and sets unrealistic expectations.

"If a woman with that figure had that body we know she would have to engage in years of correctional surgery."

He added: "It would be lovely to have a lunchtime facelift. But it simply does not exist.

"The advert boasts celebrity clientele - is that a professional qualification?"

He said the organisation had been in contact with the Advertising Standards Authority to complain about some adverts, but added: "The problem is that it is retrospective and the damage is already done."

The adverts highlighted today were collected by the association from magazines which predominantly target a young female audience.

Mr McGeorge said he was concerned about patients, particularly teenage girls, being "seduced" into making quick decisions about surgery.

He said: "It is very difficult to regulate these adverts. We are trying to highlight a problem with people being seduced by adverts in the back of magazines.

"We are particularly worried about younger, vulnerable readers of magazines who are being targeted very heavily.

"If somebody has a problem, they should be given advice, not sold a procedure."

The General Medical Council (GMC) recommends all cosmetic surgery patients discuss their plans with their GP before proceeding with an operation.

It also says the family doctor should be involved in the decision-making process.

BAAPS says many patients do not inform their GP of their plans, and often insist the clinics do not inform the GP.

Another issue which the BAAPS campaign aims to highlight is the ease with which a surgeon's credentials can be checked.

Mr Searle said: "Surgery is a complicated business and patients need to know the pros and cons of operations.

"Cosmetic surgery is surgery of choice and it is very important people make the right decision.

"We put a lower level of care into decisions about cosmetic surgery than we do into decisions about health-related surgery, a heart operation, for example.

"Patients should not go for the glossy before-and-after adverts. They should go for straight answers from the clinic - how many times have you performed this procedure and what is the complication rate?

"It is terribly easy to check the qualifications of surgeons but few people do."

West One Clinics, which advertised the "lunchtime facelift" and used the picture which BAAPS claimed was "anatomically impossible", was not available for comment.

The company has clinics in Yorkshire, Dublin and London and offers a range of cosmetic surgery including breast enhancement as well as non-invasive liposuction and laser facial treatments.