The United Kingdom's advertising watchdog has clamped down on promotional content for liquid Brazilian butt lifts (BBLs), banning six companies from running such adverts on social media platforms. The move comes in response to concerns that the ads downplay the risks associated with the procedure while exploiting women's insecurities around their appearance.
The Advertising Standards Authority (ASA) found that the ads, which appeared on platforms like Facebook and Instagram, used persuasive marketing tactics such as limited-time offers to pressure consumers into making quick decisions. One advert promoted an "exclusive opportunity" to get a "perfect peachy look," prompting the ASA to conclude that it irresponsibly encouraged impulsive decision-making.
Liquid BBLS involve injecting dermal fillers into the buttocks to enhance shape and size. Despite being non-surgical, the ASA maintains that these treatments carry significant medical risks, including infections and other complications, and should be marketed with caution and care. According to the watchdog, such procedures should never be trivialised or made to appear as routine cosmetic enhancements.
The authority further stated that clinics must act in a socially responsible manner and avoid advertising that plays on consumer fears or body image concerns. One ad, for instance, claimed a 0% infection rate and promoted a "safe and effective" treatment with "beautifully natural results." Another offered a time-sensitive deal during a Black Friday sale.
The ASA stressed that portraying happiness or self-worth as being linked to body shape or looks violates advertising standards. It also highlighted its use of artificial intelligence to proactively identify and investigate potentially non-compliant ads.
Among the six clinics named, three—Beautyjenics, Bomb Doll Aesthetics, and Ccskinlondondubai—failed to respond to the ASA’s inquiries. Others, like Rejuvenate Clinics, responded by stating that they had taken steps to align their advertisements with the authority's guidance, removing any time-limited language and clarifying the role of qualified medical professionals in performing the procedures.
EME Aesthetics defended its promotional approach, stating clients receive full consultations and are under no pressure to proceed with treatment. Similarly, Dr Ducu acknowledged the ASA’s concerns and explained that their promotional discounts were intended to offer more affordable access without compromising the need for informed decisions.
Medical experts continue to warn that liquid BBLS require expert training and precision, with side effects such as blood clots and sepsis being possible. Despite being widely available in beauty clinics, the UK lacks specific regulation of the practice. A recent high-profile case involving the death of a mother of five after a BBL procedure has renewed public focus on the potential dangers.
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