The UK Government has launched a new online campaign with TikTok that aims to give consumers reliable advice before travelling overseas for cosmetic or medical treatments.
The move comes amid growing concern about the number of patients returning to the UK with serious complications from procedures such as hair transplants, dental work and non-surgical “tweakments” carried out abroad – often promoted through social media marketing.
Social media content to counter misleading marketing
The partnership will see TikTok work with medical influencers including Midwife Marley and Doc Tally to produce videos explaining the risks, what research to do before booking, and how to reduce the chances of complications.
The Government said the goal is to challenge glossy social media marketing that often fails to warn of the dangers, urging people to consider clinical standards, complication risks and potential language barriers before committing to surgery overseas.
Key advice for potential patients includes:
- Speak to a UK doctor beforehand
- Take out travel insurance
- Avoid package holidays that bundle in surgery
- Check the clinic’s regulation and the surgeon’s credentials
- Ask: if something goes wrong, who will fix it?
The Foreign, Commonwealth & Development Office (FCDO) has also updated its travel advice pages with detailed guidance for those seeking cosmetic surgery or aesthetic treatments abroad.
Part of a wider crackdown on unsafe treatments
The TikTok campaign is part of the Government’s wider plan to improve safety in the aesthetics industry and reduce the number of patients returning to the UK needing NHS care for botched treatments.
Last week, ministers confirmed that they will introduce new rules to ensure the highest-risk procedures – such as non-surgical Brazilian Butt Lifts (BBLs) – can only be carried out by qualified, specialised healthcare professionals registered with the Care Quality Commission.
Plans are also underway to introduce a licensing scheme for what the Government referred to as "lower-risk treatments", such as Botox and dermal fillers, alongside minimum age restrictions.
Health Minister Karin Smyth said: “Too many people are being left with life-altering injuries after going abroad for medical procedures, without access to proper advice or safeguards.
"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.”
The Government is also working to stop UK-based events that promote cosmetic surgery abroad and is collaborating with other countries to improve patient care from consultation to aftercare.
Ali Law, Director of Public Policy for Northern Europe at TikTok, said the platform is “committed to providing our community with information from trusted sources” and will continue to promote credible health content through its Clinician Creator Council of NHS practitioners.
