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This picture is wrong in so may ways.
First the use of suction cups is archaic and banned in the NHS years ago for infection control purposes.
Secondly the lead position is so far wrong as to be dangerous. I have fought my whole career ( now 30 y) to educate all staff doing ECGs to have proper training and education on the importance of correct lead positioning.
Only the other day I had to undiagnose an ACS due to exactly this reason.
This is a slovinly piece of journalism/ publication. I would expect better of a journal such as the BMJ. Please issue a correction ASAP.