We understand at MYA that cosmetic surgery is, to some, a controversial subject and certainly a misunderstood one.  We believe that our service makes a positive difference to peoples’ lives.  We carry out a range of health and suitability checks and we do not operate on anyone under the age of 18.  The operating surgeon must believe that the patient has realistic expectations, that the procedure will make a positive long-term difference and that it has been very carefully considered.  Of course no surgery is without risk and we explain this in detail as well as giving cooling off periods for the patient to further reflect.  If you read some of the stories as to why patients have cosmetic surgery, you will better understand the role it plays.  Some of the stories are truly heart breaking and the surgery can be genuinely life changing.  Furthermore, we are seeing more and more patients coming to us with asymmetrical breasts, tubular breasts and for breast reductions. In the past, these women would have been treated by the NHS but are now finding that a much more difficult route.  What is really interesting is that there are a number of procedures that we carry out with materially enhanced Quality Adjusted Life Years scores.  We also talk to many patients years after their procedure who believe that there life has been enhanced.  We would gladly work with research establishments to carry out large scale research into the long term benefits of cosmetic surgery.  Many make assumptions with no or little experience or evidence.  We think that many would be surprised as to the research outcomes.   In terms of advertising, we only want to connect with adults.  While MYA has worked extensively with news media to provide comments and insights on this year's Love Island cast, we have not aired any advertisements on broadcast TV.  All of MYA’s Love Island activity has been targeted through BVOD only, although we are aware that other cosmetic surgery providers have advertised on the linear showing. We see Love Island as an adult-focused show with adult content, which lead to our decision to seek out BVOD advertisements in place of linear adverts as we can specifically target 18-34 women.   - MYA Cosmetic Surgery Spokesperson