The Advertising Standards Authority has reprimanded six cosmetic treatment providers for pressuring customers, exploiting women’s insecurities or trivialising medical risks after an investigation into adverts for liquid Brazilian butt lifts (BBLs).
The cosmetic procedure, which involves injecting fillers into the buttocks to enhance their shape and size, is unregulated in the UK and can carry significant health risks, not least from potentially life-threatening infections.
Hundreds of women have contracted infections after paying for liquid BBLs in the UK, with many requiring hospital treatment for sepsis or corrective surgery to repair tissue damage.
The ASA took action against the UK companies after its artificial intelligence-driven monitoring system flagged numerous Facebook and Instagram adverts for liquid BBLs and similar procedures.
Adverts from Beautyjenics, Bomb Doll Aesthetics, CCSkinLondonDubai, EME Aesthetics & Beauty Academy, Rejuvenate Academy, trading as Rejuvenate Clinics, and NKD Medical, trading as Dr Ducu, were found to have breached the code and the companies were told the ads must not appear again.
“Choosing to undergo a cosmetic procedure is a serious decision, so ads that trivialise this, exploit insecurities, or pressure consumers can cause real harm. We’re particularly concerned about these types of ads for liquid BBLs, given the procedure is currently unregulated and is known to be high risk,” an ASA spokesperson said.
Source: The Guardian, 16 April 2025
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