In a move that reflects both the growing popularity and the mounting risks of so-called medical tourism, the UK government has teamed up with prominent TikTok influencers to warn the public about the dangers of travelling abroad for cosmetic procedures. The initiative, announced in mid-August 2025, comes amid rising concerns over the number of Britons seeking treatments like hair implants and dental work overseas, often enticed by lower costs and shorter waiting times than those found at home.
The government’s campaign is not just a publicity push—it’s a concerted effort to combat a trend that’s seen too many people return home with life-altering injuries, sometimes requiring expensive corrective surgery from the National Health Service. According to the BBC, the campaign’s central message is clear: when it comes to cosmetic surgery abroad, the lowest price can sometimes come at the highest cost.
To reach younger audiences where they spend much of their time, the government is leveraging the popularity and reach of medical content creators on TikTok. Influencers like Doc Tally, who boasts 240,000 followers, and Midwife Marley, with 38,000 followers, are at the forefront of this effort. Their videos are designed to offer practical guidance on making trips as safe as possible. A critical part of their message is a checklist for would-be patients: do thorough research about the procedure, check the clinic’s regulation and the surgeon’s credentials, know the full cost and aftercare, and—perhaps most importantly—ask who will fix things if something goes wrong.
Health minister Karin Smyth did not mince words about the gravity of the issue. She warned, “Too many people are being left with life-altering injuries after going abroad for medical procedures, without access to proper advice or safeguards.” Smyth expressed hope that the partnership with TikTok would help people “make safer and more informed choices before they go under the knife – wherever that may be.”
The campaign is part of a broader government strategy to curb the risks associated with medical tourism and to tighten regulations for cosmetic practitioners within England. Just this month, ministers outlined new rules that would only allow “suitably qualified” and regulated health workers to deliver high-risk procedures, such as Brazilian butt lifts. Clinics performing lower-risk treatments like Botox and fillers will soon need a licence, and age limits are being introduced to prevent children from imitating dangerous beauty trends they see online.
But the risks aren’t just theoretical. The BBC reports on the experience of Leah Mattson, a 27-year-old who travelled to İzmir, Turkey, in 2023 for gastric sleeve surgery. The operation was initially successful, helping her lose weight. Encouraged by positive stories she saw on social media, Leah returned to the same clinic in 2024 to have excess skin removed. This time, the outcome was devastating: she was left with a lopsided belly button and deep scarring on her arms and stomach.
Leah’s emotional reaction was immediate. “I just wanted to cry and I feel like I actually disliked my body more than when I was overweight,” she recalled. She found the clinic via social media and was reassured by the abundance of positive testimonials. “On apps like Instagram and TikTok, you search for weight-loss surgery and see the majority of people go to Turkey,” Leah explained. “I was thinking well all these people have had great experiences so I’m going to go. I just trusted them because I thought well if they’re okay then I’ll be okay and I didn’t really pay much attention to the horror stories. I didn’t think it would ever happen to me.”
Now, Leah uses her own social media platform to inform others about the risks involved in such procedures. The Turkish clinic that performed her surgeries could not be reached for comment, but it has previously stated that “plastic surgery isn’t straight-forward and unfortunately some health issues or complications cannot be anticipated.”
Experts are urging potential patients to look beyond glossy brochures and persuasive marketing. They advise considering clinical standards, understanding the risks of complications, and being mindful of language barriers that can complicate communication and aftercare. The Foreign Office is also stepping up, promising more detailed travel advice for those considering medical treatments abroad.
Foreign Office Minister Stephen Doughty emphasized the importance of preparation and caution. “If you choose to travel abroad for medical treatment, it is vital you do your research and are fully aware of the risks involved,” he said. Doughty urged anyone considering such a step to “review our travel advice, relevant guidance from the NHS and other professional bodies, and research foreign providers thoroughly to ensure they meet the highest standard of care.” He added, “Informed choices today can help avoid serious complications tomorrow.”
TikTok, for its part, is working to ensure that users searching for information about physical and mental health topics find reliable guidance. Ali Law, the platform’s UK public policy lead, stated that TikTok is “committed” to helping users access “information from trusted sources when searching for topics related to physical and mental health.”
The government’s campaign also addresses the issue of children and teenagers being influenced by beauty trends they see online, sometimes with dangerous consequences. Under the new regulations, age limits will be introduced to stop minors from accessing certain procedures, a move intended to counteract the pressure some young people feel to emulate influencers or celebrities.
Medical tourism is not a new phenomenon, but the explosion of social media has made it easier than ever for clinics abroad to market directly to British consumers. The promise of quick fixes and dramatic transformations is seductive, especially when accompanied by images of happy patients and glowing testimonials. But as Leah Mattson’s story illustrates, the risks are real and the consequences can be lasting.
The government hopes that by harnessing the reach of social media influencers and tightening regulations at home, it can protect patients from harm and relieve pressure on the NHS, which often bears the cost of correcting botched procedures. The campaign’s checklist is a practical tool, but its underlying message is simple: do your homework, be cautious, and remember that not everything you see online tells the whole story.
As the debate over medical tourism continues, the government’s partnership with TikTok influencers marks a new chapter in public health messaging—one that recognizes both the power and the pitfalls of the digital age.
