A warning has been issued over “deeply concerning” adverts for dangerous Brazilian Butt Lifts (BBLs) after 9 in 10 were found to be breaking the rules.
The Advertising Standards Authority (ASA) said it banned ads after discovering some that suggested the potentially fatal procedures are safe, exploited people’s insecurities, or pressured individuals into making quick decisions.
The Committee of Advertising Practice (CAP), the body that writes the UK advertising rules, is now taking action to tackle “irresponsible” ads for non-surgical liquid BBLs and cosmetic surgery abroad, which remain widespread.
While currently legal, liquid BBLs are unregulated in the UK and can lead to serious complications, including infection, sepsis and embolism.
Surgery abroad can also involve added risks, particularly when standards of care differ from those in Britain. For some people, these procedures have had devastating consequences, including serious infections, long-term health problems and in some tragic cases, death.
Source: The Independent, 12 March 2026
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