The UK Advertising Standards Authority has banned ads from six companies promoting liquid Brazilian butt lifts, citing concerns over misleading claims and pressure tactics that downplay the procedure's risks.
The UK Advertising Standards Authority (ASA) has banned adverts from six companies promoting liquid Brazilian butt lifts (BBLs) for failing to address the significant risks of the procedure and for exploiting women's body image insecurities.
These adverts, which appeared on Facebook and Instagram, were deemed to pressure customers into making hasty decisions by offering limited-time deals.
Misleading claims and pressuring ads
The ASA’s investigation found that these ads used enticing language to lure potential clients, promising results like a "perfect peachy look" and claiming to offer "safe, proven, and beautifully natural results".
One ad even boasted a 0% infection rate and minimal pain, further downplaying the risks associated with liquid BBLs.
However, the ASA stressed that such procedures, which involve injecting filler into the buttocks to enhance shape and size, carry substantial risks, including infections and serious side effects such as blood clots and sepsis.
The regulator emphasised that cosmetic procedures like liquid BBLs should be presented in a way that encourages careful consideration, not rushed decisions based on time-sensitive offers.
New investigations and formal rulings
This week's ASA rulings, now available on the regulator’s website, reveal further action taken against the clinics involved in these controversial ads.
Among the advertisers formally investigated are:
- CCskinlondondubai – Upheld, paid ad on Facebook, 16 April 2025
- Bomb Doll Aesthetics – Upheld, paid ad on Facebook, 16 April 2025
- Beautyjenics Ltd – Upheld, paid ad on Facebook, 16 April 2025
- EME Aesthetics & Beauty Academy Ltd – Upheld, paid ad on Instagram, 16 April 2025
- Rejuvenate Academy Ltd t/a Rejuvenate Clinics – Upheld, paid ad on Facebook, 16 April 2025
- NKD Medical Ltd t/a Dr. Ducu London – Upheld, paid ad on Instagram, 16 April 2025
All six companies were found to have irresponsibly pressured consumers into booking liquid BBL procedures, trivialised the risks and exploited insecurities, leading to formal rulings against their marketing practices.
Body image and consumer responsibility
The banned ads were criticised for preying on consumer insecurities, suggesting that happiness or confidence was tied to a particular body shape.
The ASA outlined that marketing materials must not trivialise cosmetic procedures or pressure consumers to book without proper consultation.
The rise of liquid BBLs and their risks
Liquid Brazilian butt lifts, which are sometimes offered by non-regulated beauty clinics, continue to rise in popularity despite the potential dangers.
Plastic surgeons have warned that these treatments require expert skill to minimise the risks, and large volumes of filler can cause severe complications.
Clinics respond to ASA's action
Three of the clinics involved – Beautyjenics, Bomb Doll Aesthetics and CCskinlondondubai – did not respond to the ASA’s inquiries.
Meanwhile, Rejuvenate Clinics and Dr Ducu both acknowledged the ASA's concerns and committed to adjusting their advertising strategies.
Rejuvenate Clinics stated they would remove time-limited offers and emphasise the involvement of medical professionals in their treatments, while Dr Ducu highlighted that their Black Friday promotion was designed to offer discounts, not to rush consumers into decisions.
Liquid BBLs in the UK: a growing concern
Save Face, a government-approved register of medical aesthetic professionals, has previously called for an urgent ban on liquid BBLs and breast augmentation procedures, saying it is a crisis waiting to happen.
The tragic death of Alice Webb, a mother of five, has brought heightened attention to the risks of BBLs in the UK.
The incident has sparked further debate about the safety of these procedures and the need for more stringent regulation in the beauty industry.
By enforcing these regulations, the ASA hopes to curb misleading advertising and ensure safer, more informed decisions for consumers.
