The Cosmetic Physicians Society of Australasia (CPSA) represents doctors with a focus on providing non- and minimally-invasive cosmetic medicine, such as anti-wrinkle treatments, laser and IPL. The CPSA is concerned that this burgeoning area of cosmetic medicine is attracting unskilled practitioners and want the public to be aware that they should seek out someone who is appropriately qualified and genuinely skilled when looking for treatments.

To put the issue in context, we set about working with CPSA and key suppliers to get an accurate estimate of how much Australians spend on these treatments. The research revealed that we spent $560 million in 2010; the highest per capita spend in the world, primarily as a result of the impact of our harsh sun on the skin. Small wonder, therefore, that this demand has stimulated new entrants to the industry who are often unskilled and, too frequently, unethical.　　　

Working with the CPSA, we identified the most worrying trends:

– the use of intense pulsed light (IPL) lasers by untrained personnel;

– the unregulated use of a powerful photosensitising solution which has resulted in significant skin damage and pain for some patients;

– the treatment of lesions by non-medically trained personnel, resulting in the non-diagnosis of pre-cancerous and cancerous conditions;

– the practice of offering discount coupons for specific medical treatment without a medical consultation to determine whether the treatment is suitable and;

– perhaps most frighteningly of all, via the internet, the illegal sale and importation of drugs like Botox for self-administration.

We got together the facts and case histories to illustrate the specific problems and embarked on a lobbying campaign to get legislation amended where necessary and a sustained media relations campaign to warn the public of the specific dangers in not accessing treatments from a qualified person.

As a result of our activity, we’ve generated editorial with a combined reach* of over 53 million in the last 12 months.　 It has largely been in media most popular with the key consumers of cosmetic medicine, women aged over 30, and has included regular reports on Today Tonight, A Current Affair, national news bulletins, popular women’s magazines, radio, lifestyle sections of the daily and weekend newspapers as well as beauty and health blogs.　 Virtually all of the coverage has cited the CPSA as the organisation highlighting the dangers and encouraged patients to see a doctor to be assured of safe treatment.

In March 2011, as a direct result of our lobbying, the Therapeutic Goods Administration (TGA) scheduled 5-ALA, the powerful photosensitising solution that was being used by non-medical personnel making this dangerous practice illegal. Scheduling this compound means that it can now only available if prescribed by a medical doctor.

Through the practice of freedom of information requests to the state fair trading, consumer affairs and health departments we’ve been able to amass the evidence to show the Federal regulator the extent of the IPL/Laser problem and we’re confident this will help speed the introduction of national legislation in this area.　　

*Combined reach is based on available press and magazine circulations, viewer and listenership numbers as well as unique monthly browsers to online sites.