This week, Models Direct has been shocked by news of Botox injections being offered next to cupcake stalls and boob jobs being offered as competition prizes in magazines, but news this year of a cosmetic surgery nightclub hit new lows with us.

Praying on the low self esteem of Britain, a series of monthly events around the country named ‘My Big Fat Plastic Surgery Prize Draw’ evoked strong criticism from the team at Models Direct – a leading modelling agency promoting diverse beauty and body confidence.

The vodka-sponsored, or should we say alcohol fuelled, contests were held by a Birmingham cosmetic surgery clinic and ‘real life Barbie’ Sarah Burge – described on her own website as “always armed with a syringe of filler in one hand and a glass of champagne in the other”. Nice.

Promising “the first ever plastic surgery lottery events with a completely new experience that mixes high class partying with attractive prizes from the world of Plastic Surgery”, unsurprising the controversial contests sickened many, including us.

For just £25 a pop, tickets saw attendees at a London nightclub entered into a draw for £4,000 of cosmetic surgery. However, there could only be one lucky winner – and we use the term ‘lucky’ loosely – but don’t feel bad for the others, runner-up prizes included Botox, fillers, teeth whitening, semi-permanent makeup, oh, and pole dancing lessons.

You have to ask yourself, if, say a girl insecure about her breasts didn’t win the big prize, and instead won Botox, would she turn it down if she’d never considered having it before? Probably not – a prize is a prize after all, right?

Consultant plastic surgeon and President of the BAAPS Fazel Fatah, said of the contests: “We are now seeing a new level of insanity and depravity in the way certain cosmetic surgery providers market and promote their services: life-changing, serious surgical procedures being raffled in an alcohol-fuelled evening extravaganza.

“Patients who seek cosmetic surgery are among the most vulnerable group of patients in society and they need to be protected from the greed of commercial advocates. I call upon the Government to ban all advertising of cosmetic surgery and prohibit inducements and offers of any kind of surgery as a lottery prize. I also call on the Care Quality Commission to review licensing of such facilities who are clearly abusing the trust of their patients by trivialising serious medical treatments that include life changing, major invasive surgery.”

Models Direct is in complete agreement – insane and depraved describes this concept, as well as the ‘living Barbie’, perfectly.