A poster advertising the boob job competition.
A Gold Coast nightclub promoting breast enhancement surgery as a competition prize is under investigation by the Office of Fair Trading.
Sin City nightclub, in the heart of Surfers Paradise entertainment precinct, is offering patrons the chance to "win a boob job valued at $10,000".
The advertisement clarifies in smaller print that the prize is actually $10,000 cash, which can be used as the winner sees fit.
The advertisement may breach Queensland regulation that prohibits the promotion of cosmetic surgery as a prize.
"This promotion may be a breach of that regulation and the matter has been referred for further investigation by the Office of Liquor and Gaming Regulation," the Office of Fair Trading said in a statement.
Under new laws, which became effective in January this year, it is also illegal to rely on small print as clarification in an advertisement.
"Businesses cannot rely on small print and disclaimers as an excuse for misleading or deceptive conduct," the statement read.
Although marketers say the advertisement is successful in drawing attention to the nightclub, it has also drawn the ire of body image experts and cosmetic surgeons.
Queensland University of Technology body image expert and former marketing research analyst Evonne Miller said the promotion was "extremely sexist".
"Obviously it is smart marketing, because we are all talking about it," Dr Miller said. "But it does not bring entirely positive attention to the nightclub. It does segment their market.
"The advertisement is extremely sexist. We don't see any advertising for a $10,000 penis enlargement. It really highlights the double standard in society."
The prize is up for grabs for guests at an Ibiza style party night on April 3 where patrons will be served by "sexy and sinful fantasy costumed staff".
All party-goers will reportedly be given scratchie-style tickets and have the chance to enter a barrel draw.
Australasian Society of Aesthetic Plastic Surgery vice president Craig Layt said he was concerned the promotion trivialised cosmetic surgery, although he was not opposed the use of cosmetic surgery to "sex up an ad" of this kind.
"Cosmetic surgery is serious surgery, but it does get trivialised occasionally," he said. "I'm not offended by it, but I wish it didn't happen."
Dr Layt said he would be most concerned if a doctor offering to perform the breast enlargement was involved in the promotion.
Sin City nightclub was not available for comment when contacted by brisbanetimes.com.au this morning.
