The Committee of Advertising Practice (CAP) has published two reports on investigations it has carried out to tackle irresponsible liquid BBL ads and cosmetic surgery abroad.
Following a series of ads banned by the Advertising Standards Agency (ASA), the CAP has been closely monitoring the cosmetic surgery industry.
Whilst liquid BBL’s are legal, they are also unregulated, despite the high risk of serious complications.
The growing popularity of cosmetic procedures has led to an increased demand for cosmetic surgeries abroad.
However, surgery abroad can also pose serious risks to patients. The standards of care can differ, and many patients return to the UK with adverse reactions and complications.
Due to the risks associated with these procedures, it is important that ads for these procedures are responsible.
Liquid BBL ads and cosmetic surgery abroad should not:
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Downplay the physical risks
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Suggest that the procedures are safe
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Exploit insecurities
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Pressure people into making quick decisions.
Liquid BBL advertising
Between April and December 2025, the CAP identified over 900 ads for non-surgical liquid BBLs. Some of the ads feature limited offers that risked pressuring people into making quick decisions, and other ads played on body insecurities, promising to “transform your body effortlessly.”
As of December 2025, only 11.5% of the ads conformed to the advertising rules.
Other ads made claims such as “0% infection rate” and described the procedure as “safe” without disclosing the risks.
Following these findings, clinics have been contacted by CAP informing them that these ads have broken the rules and they must be amended or removed.
Cosmetic surgery abroad advertising
CAP also monitored advertising by overseas cosmetic surgery clinics targeting UK audiences. The AI system captured over 4,000 ads, and the CAP told 24 clinics to remove or amend problem ads.
Recurring issues included:
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“Mommy makeover” packages, exploiting insecurities in new mothers and creating pressure to conform to body image stereotypes.
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Time-limited offers that can pressure people into making rushed decisions to undergo surgery
Following enforcement and guidance, CAP says the action has been successful, with the number of advertisers sticking to the rules increasing by 84.2%.
What does this mean for aesthetic professionals?
Practitioners should review all marketing materials – including social media posts, website copy and paid advertising – to ensure they comply with the UK advertising rules enforced.
The reports reinforce that aesthetic advertising should not create a sense of urgency around cosmetic procedures. Tactics such as flash sales may be interpreted as pressuring patients into making quick decisions about procedures that carry risks.
Messaging that implies a patient’s body is flawed or promises effortless transformation may fall out of the rules. Instead, practitioners should focus on responsible consultation-led messaging and realistic outcomes.
Clinics offering high risk treatments, such as liquid BBLs, should ensure that marketing materials are particularly balanced, avoiding exaggerated claims and clearly acknowledging potential risks.
This crackdown is part of a wider initiative by ASA and CAP, and practitioners must be aware that their marketing materials and ads could be monitored by their AI system.
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