Companies offering plastic surgery as competition prizes are violating ethics of good medical practice, say doctors.
One magazine offered breast enhancement surgery as a prize
The British Association of Aesthetic Plastic Surgeons condemned the practice saying it was bound for catastrophe.
Of even greater concern is the message it sends to people - that plastic surgery is a commodity, and can be purchased mindlessly, BAAPS said.
One men's magazine recently offered readers the chance to win a boob job for their girlfriends.
"Unethical and dangerous"
To "bag a new set of rib lamps" for their "lady", a prize worth £4,000, readers of Zoo were asked to send in a photo of their partner's breasts and the name of a celebrity pair they would like substituted.
Twelve people complained to the Advertising Standards Authority, which has launched an investigation.
Another Emap publication, Top Sante magazine, recently ran a competition with the prize of an extreme makeover, awarding the winner an operation by a private cosmetic surgery company.
Adam Searle, president of the BAAPS, said it was unethical and dangerous to offer such prizes.
"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.
"Any patient making irreversible decisions in circumstances of hype, excitement and emotion, are putting themselves at very great risk."
However, a spokesman from Emap on behalf of Zoo magazine said: "Having a boob job is a lifestyle choice made by thousands of women each year. Winning one is a properly coveted prize."
Lauren Libbert, editor of Top Sante, said: "We are not sensationalising plastic surgery. We have one procedure with carefully screened individuals."
She said the private cosmetic surgery company involved used extremely reputable surgeons.