{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,1]],"date-time":"2026-06-01T19:30:51Z","timestamp":1780342251139,"version":"3.54.1"},"reference-count":25,"publisher":"Oxford University Press (OUP)","issue":"9","license":[{"start":{"date-parts":[[2022,4,16]],"date-time":"2022-04-16T00:00:00Z","timestamp":1650067200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/academic.oup.com\/pages\/standard-publication-reuse-rights"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2022,8,24]]},"abstract":"<jats:title>Abstract<\/jats:title>\n               <jats:sec>\n                  <jats:title>Background<\/jats:title>\n                  <jats:p>The public interest and demand for cosmetic surgery is growing in North America. As practices continue to advertise cosmetic procedures, male consumers must also be given fair consideration in a market targeted mostly towards women.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Objectives<\/jats:title>\n                  <jats:p>This study investigated the advertising trends of plastic surgery clinics to assess for prevailing gender differences among online Canadian plastic surgery practice advertising.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Methods<\/jats:title>\n                  <jats:p>The 2021 College of Physicians and Surgeons directory for each province and territory was utilized to identify all practicing plastic surgeons. A systematic search with Google (Mountain View, CA) was conducted to analyze the websites of Canadian plastic surgery centers in the following manner: \u201c[physician name] [province of practice].\u201d<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Results<\/jats:title>\n                  <jats:p>A total of 209 websites and 13,838 images were identified and analyzed. Of these images, 12,386 (90%) were female and 1452 (10%) were male patients or models. Although only 20% had a male services page, 62% of all centers offered gynecomastia procedures. The most common procedures targeting men were blepharoplasty (95%), liposuction (93%), and abdominoplasty (93%). The Prairies region had significantly fewer websites with male-only pages compared with all other Canadian regions.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Conclusions<\/jats:title>\n                  <jats:p>Despite the increase in cosmetic surgery procedures for males, the market for cosmetic surgery procedures targeted towards males remains insignificant. An increase in the advertising of in-demand male cosmetic procedures can allow for a broader consumer market and a subsequent increase in benefits for plastic surgeons.<\/jats:p>\n               <\/jats:sec>","DOI":"10.1093\/asj\/sjac094","type":"journal-article","created":{"date-parts":[[2022,4,16]],"date-time":"2022-04-16T17:51:31Z","timestamp":1650131491000},"page":"1097-1102","source":"Crossref","is-referenced-by-count":4,"title":["Investigating Gender Differences in Canadian Plastic Surgery Online Patient Education"],"prefix":"10.1093","volume":"42","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9164-3762","authenticated-orcid":false,"given":"Sahil","family":"Chawla","sequence":"first","affiliation":[{"name":"Faculty of Medicine, University of British Columbia , Vancouver, British Columbia , Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Leena","family":"Mazhar","sequence":"additional","affiliation":[{"name":"Faculty of Medicine, University of British Columbia , Vancouver, British Columbia , Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jeffrey","family":"Ding","sequence":"additional","affiliation":[{"name":"Faculty of Medicine, University of British Columbia , Vancouver, British Columbia , Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sarim","family":"Faheem","sequence":"additional","affiliation":[{"name":"Faculty of Science, University of British Columbia , Kelowna, British Columbia , Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ahmed Farhan","family":"Haq","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Faisal","family":"Khosa","sequence":"additional","affiliation":[{"name":"Department of Radiology, Vancouver General Hospital , Vancouver, British Columbia , 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