Liverpool's Juice FM is being criticised – for offering a breast enlargement as the prize in an on-air competition. 27-year-old Nadine Pude has won the chance to increase her bra size from an A to a DD and will have the operation later this month. But there's criticism from doctors who say it's not a good advert for cosmetic surgery.
Adam Searle from the British Association of Aesthetic Plastic Surgeons (Baaps) said: "The giving of a surgical procedure as a prize is an unbelievable, dangerous and highly unethical practice. The decision to perform any surgical procedure must be based on common sense, case selection, good surgical decision making and patient safety. The offer of a cosmetic surgery procedure as a prize is an awful manifestation of the trivialisation of medical care in general, and aesthetic surgery in particular."
He told the Press Association: "Any patient making irreversible decisions in circumstances of hype, excitement and emotion are putting themselves at very great risk. Any normal patient-doctor relationship is completely abandoned in any such framework of medical care. This is a practice I unreservedly and utterly condemn."
"Bra Wars" competition winner Nadine is happy to go ahead with the op though: "I've always been unhappy with what nature gave me and I never thought I would be able pay for a boob job," she said. "I'm happy with my height, my waist, and my weight but I always thought I was lacking a 'bit up top'. My fiance, Paul, was brilliant. He always said that if it made me happy, I should get a good job and save for a boob job. But now I've won the competition, he can't wait to get his hands on them.''
Juice FM's Jo Heuston told reporters that the station takes listeners' interests seriously and wouldn't ever act irresponsibly. "All we were doing was offering the chance of the procedure without having to pay for it," she said. "When we got the entrants down to a final five they went to the clinic for a psychological evaluation to make sure they were all suitable and the clinic gave the go ahead for all of them. If they hadn't, they would have been withdrawn from the competition."
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