Dutch cosmetic surgeons and other aesthetic medicine practitioners have drawn up new rules for advertising which ban misleading ads, those guaranteeing certain results and adverts aimed at minors.

The Dutch Foundation for Aesthetic Medicine drew up the rules after former health minister Edith Schippers said clients should be made properly aware of the risks attached to cosmetic surgery ‘in simple, clear language’.

The new rules have been adopted by the Dutch Advertising Commission, which will deal with any complaints about misinformation.

Current health minister Bruno Bruins told the ANP that he welcomed the new development. ‘Medical cosmetic treatment is never risk free,’ he said. ‘It is important that people are properly informed.’