MEN'S magazine Zoo has been blasted for a sleazy competition that invites male readers to "win" their girlfriend a boob job by sending in shots of her cleavage.
Women's health groups have attacked the magazine, branding the competition a poor-taste publicity stunt that is unethical and possibly even illegal.
"I'm disgusted and appalled, and very doubtful they can even offer major body modification as a prize," said public health researcher Dr Jenny O'Dea of the University of Sydney.
"You simply cannot treat women in this way, like objects there for men's satisfaction."
Zoo Weekly magazine has launched the online competition offering $10,000 breast implants as a prize to the girl "who deserves it most".
"One lucky Zoo reader will be able to give his girlfriend the ultimate present," said magazine editor Paul Merrill.
"It's impossible to think of a more romantic gift than new breasts. It's the gift that keeps on giving."
The magazine has called for men, or their girlfriends, to send in shots of the woman's cleavage which are then voted on by readers.
"Once we've got them all in, our readers will vote for who deserves it the most," said Merrill.
"The winner will receive the plastic surgery valued at $10,000."
Dr Howard Webster, president of the Australian Society of Plastic Surgeons, said the organisation strongly disapproved of the stunt.
"It's medically unethical to offer surgery as a prize and furthermore it's inappropriate for a guy to win this prize and offer it to his girlfriend," Dr Webster said.
"What would we think if a women's magazine ran a lottery for a penis enlargement and asked women to volunteer their boyfriends?"
He said any surgeon who agreed to carry out the operation may be in breach of medical ethics and even the law.
A publicist for the magazine said the surgeon had yet to be confirmed.
Asked if she was aware that such a competition may be illegal, she said "that may be the case but that's something the winner can sort out directly."
Sexuality researcher Dr Julie Mooney-Somers of the University of NSW said she was concerned men would volunteer women without their knowledge.
"What's to say these women even want a boob job or that it's even safe for them to have it," said Dr Mooney-Somers.
"There may be some very horrified women out there thanks to this."
