LONDON: British plastic surgeons Tuesday condemned "beach body" overhaul marketing by Transform Medical Group as potentially dangerous gimmickry, a report said.

Transform, which claims it is Britain's No. 1 cosmetic surgery provider, has offered vacation discount vouchers for a "beach body" overhaul, multiple-procedure discounts and large-spender bonuses to lure customers in the growing plastic surgery category.

However, that suggestion "is, at best, misleading -- at worst, a dangerous lie," BAAPS President Adam Searle told the Times of London. "We unequivocally condemn these practices, as they compromise what should be a sensible approach a serious and life-altering decision."

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