On August 15, 2025, the UK government launched a strikingly modern campaign to warn citizens about the dangers of traveling abroad for cosmetic procedures. This new push, which brings together TikTok influencers and medical professionals, aims to reach younger audiences who might otherwise miss traditional government warnings. The initiative comes amid mounting concerns over life-changing injuries and even fatalities linked to unregulated or poorly supervised cosmetic treatments performed overseas—and the growing financial burden these complications place on the National Health Service (NHS).
According to Sky News, the campaign features well-known medical influencers such as Midwife Marley and Doc Tally, who have built large followings on TikTok by sharing health advice in accessible, relatable ways. Their videos will urge potential patients to consult British doctors before considering procedures abroad and to be wary of package holidays that bundle cosmetic treatments with travel deals. The government hopes that by leveraging the reach and relatability of these influencers, they can connect with individuals who might never see a printed leaflet or a government press release.
"Too many people are being left with life-altering injuries after going abroad for medical procedures, without access to proper advice or safeguards," Health Minister Karin Smyth said, as quoted by Rotherham Advertiser. "Often drawn in by deals too good to be true and promoted by influencers—some of whom have never been to the practice in question." Smyth emphasized that the government’s partnership with TikTok is designed to help 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 campaign’s core advice is practical and straightforward. Before booking any procedure, patients are urged to:
- Consult a UK doctor to discuss options and possible risks.
- Thoroughly research the clinic and surgeon, including checking credentials and regulatory status.
- Understand the aftercare required, especially if complications arise after returning to the UK.
- Have at least two consultations with the surgeon, with a recommended two-week cooling-off period—mirroring UK standards.
- Ask about the procedure’s details, risks, alternatives, insurance coverage, and emergency plans.
As Evening Standard reports, the campaign also includes a checklist for patients, encouraging them to verify whether a clinic is registered in its home country and whether the practitioner is certified by a recognized body. In England, for example, all clinics offering cosmetic surgery must be registered with the Care Quality Commission (CQC). Patients can check a surgeon’s registration on the General Medical Council online register, or consult the Royal College of Surgeons for a list of certified cosmetic surgeons. For dental work, the General Dental Council provides similar resources.
The government’s efforts are not limited to public awareness. In response to a surge in complications from unregulated procedures—both at home and abroad—ministers have announced a raft of new regulations. High-risk interventions, such as non-surgical Brazilian butt lifts, may now only be performed by qualified healthcare professionals who are registered with the CQC. Licensing schemes and minimum age restrictions will be introduced for lower-risk treatments like Botox and fillers, with clinics offering these services required to obtain special licenses. The aim is to prevent children from being influenced by dangerous beauty trends on social media and to crack down on so-called "cowboy" practitioners operating without proper oversight. Those who break these rules will face sanctions, including financial penalties.
Foreign Office minister Stephen Doughty echoed the importance of caution: "Informed choices today can help avoid serious complications tomorrow." He urged anyone considering treatment abroad to review official travel advice, NHS guidance, and to research foreign providers thoroughly to ensure they meet the highest standards of care.
The urgency of the campaign is underscored by several recent and harrowing cases. In July 2025, Sky News reported on a woman who developed botulism—a rare and potentially fatal illness—after receiving an unlicensed anti-wrinkle injection. The woman was left unable to swallow, with slurred speech and breathing difficulties. Many doctors, even those with decades of experience, have never encountered botulism, making diagnosis and treatment especially challenging. In another case, a woman nearly died from sepsis following a liquid Brazilian butt lift carried out by a non-medical practitioner in the UK. At one point, doctors considered amputating her leg to save her life.
These stories are not isolated incidents. As more people turn to social media for information about cosmetic procedures, the risk of falling for glossy marketing and influencer endorsements increases. According to Rotherham Advertiser, many individuals are swayed by influencers who promote clinics they have never even visited, often highlighting deals that seem too good to be true. When complications occur, the NHS is left to pick up the pieces—both medically and financially.
So what should patients considering cosmetic surgery abroad keep in mind? Experts recommend a cautious, research-driven approach. Before committing, patients should:
- Find out how clinics and surgeons are regulated in the destination country and how those standards are enforced.
- Ask to see before-and-after photos of the surgeon’s previous work.
- Confirm what insurance coverage the clinic or practitioner offers, and whether it extends to complications that arise post-procedure.
- Check what their own travel insurance covers, especially in emergencies requiring medical evacuation.
- Get a clear breakdown of the total costs, including potential expenses if something goes wrong.
The government’s partnership with TikTok reflects a recognition that traditional methods of public health messaging may not reach all at-risk groups. By collaborating with influencers who have large, engaged audiences, officials hope to cut through the noise of social media and provide clear, actionable advice. The campaign’s focus on transparency, safety, and informed decision-making is designed to empower individuals—especially young people—to resist the lure of quick fixes and questionable deals.
As the UK tightens regulations at home and works to educate the public about the risks of medical tourism, the message is clear: when it comes to cosmetic surgery, there are no shortcuts to safety. The stakes are simply too high.
