The Dangers of Mis-Selling and Overselling Treatments
Our columnist, Dr. Annelize Meyer is the founder and Medical Director of the Meyer Clinic in Chichester, a premier center for preventative medicine, anti-aging, and regenerative aesthetics in the UK. Established in 2007, her clinic offers a comprehensive suite of services, from epigenetic and regenerative treatments to hormone therapy, wellness checks, and personalized nutritional programs. Known for her expertise in regenerative aesthetics, Dr. Meyer specializes in natural facial rejuvenation techniques and advanced, minimally invasive procedures. Her approach emphasizes holistic, patient-centered care, focusing on sustainable, evidence-based practices to promote health and wellness for women and families.
Mis-selling and mis-promotion are unfortunate realities in today’s aesthetic industry, often driven by financial gain. I frequently see patients who have undergone unnecessary treatments elsewhere, which ultimately tarnishes the reputation of the industry. Overselling treatments, including skincare, plays a significant role in this issue.
Managing a patient who has been overtreated or mis-sold a procedure is a particularly challenging situation. These patients often carry a combination of mistrust and the need for corrective treatment. The best way to navigate this is through honesty, focusing on facts, and allowing the patient the necessary space to process their emotions, which are typically a mix of guilt, shame, and anger.
Correcting substandard care requires additional financial investment, and many of these patients have already spent a considerable amount. In my clinic, I try to offset these costs as much as possible while also working to restore their faith in the industry. Providing security through follow-up reviews helps patients regain trust, particularly when they start seeing good results. When they experience better outcomes with less invasive treatments, the relief they feel is invaluable.
My Recommended Approach to Treatment
My approach to patient care is simple:
Never offer unsolicited advice; instead, listen attentively to what the patient is saying, including their non-verbal communication.
Recommend treatment based on a clear, mutual agreement with the patient, prioritising interventions that offer the most impact first and reserving less urgent treatments for the future.
Always consider a patient’s budget with sensitivity and without judgment. I ask patients what they feel comfortable spending on themselves rather than focusing solely on what they can afford.
Understanding Why Patients Seek Treatment
Most of my patients come to me through word of mouth. They either seek full guidance on the best treatment options for their needs or have specific concerns but still want professional advice on navigating their aesthetic journey.
I feel a strong sense of responsibility for any recommendations I provide. When treating younger patients—typically over 18—I see it as an opportunity to educate, reassure, and help them develop a positive approach to aesthetics for the future. It is essential to instil an appreciation for their uniqueness.
The Ethics of Aesthetic Practice
The ethical responsibilities of an aesthetic practitioner go beyond any oath taken. There are four widely accepted principles that should guide all care:
Beneficence – Acting with kindness and in the best interest of the patient.
Non-maleficence – Ensuring no harm is done, including avoiding overselling or misleading recommendations.
Justice – Treating all patients fairly and equitably.
Respect for Autonomy – Allowing patients adequate time to reflect and make informed decisions without pressure.
Overselling or misguiding patients, whether intentionally or not, ultimately causes harm. True ethical care means providing guidance that prioritises patient well-being over profit.
When Is Too Young to Begin Aesthetic Treatments?
An individual’s aesthetic journey often begins at home, observing family members practising—or neglecting—self-care. This early exposure expands to include friends, school, social media, and other external influences.
At 18, when individuals legally consent to aesthetic treatments, they enter a vulnerable stage. Studies show that complications and dissatisfaction are most prevalent among those aged 18–25. This is often due to economic factors, as regulated, high-quality care is more expensive, leading younger patients to seek out unregulated providers.
Rather than setting an arbitrary age limit, ethical practitioners must take a protective stance, ensuring young patients receive appropriate care, education, and reassurance—even if they are legally eligible for treatment.
Regulatory Updates in the Aesthetic Industry
We are still awaiting government response regarding a proposed licensing scheme for aesthetic practices. According to The Joint Council for Cosmetic Practitioners (JCCP) and The Cosmetic Practice Standards Authority (CPSA), the scheme may not be finalised until early 2027.
The goal is to establish a safer and more standardised regulatory framework. In the meantime, patients can review the expected standards for treatments and facilities on the JCCP website. However, even with regulations in place, ethical responsibility ultimately lies with practitioners to provide safe, appropriate, and timely care.
Tips for Choosing a Safe and Ethical Aesthetic Provider
Trust your intuition—it is your most valuable tool.
Take your time to consider all available options before committing.
Ensure you have a clear understanding of expected treatment outcomes.
Verify that all treatments offered are safe and healthcare-approved.
Confirm that a follow-up or review appointment is included or available.
Be cautious of aggressive sales tactics.
Check that your provider’s qualifications and assurances are clearly visible.
Ensure the provider has a transparent complaints procedure in place.
Ultimately, the responsibility to uphold ethical standards in aesthetics lies with practitioners. By prioritising patient well-being over profit, we can work towards a safer, more trustworthy industry for all.
