Advertising watchdog warns over irresponsible marketing of high-risk cosmetic procedures
The Committee of Advertising Practice (CAP) has warned that irresponsible online advertising for non-surgical liquid Brazilian butt lifts (BBLs) remains widespread, after new monitoring found most ads fail to comply with UK advertising rules.
The findings come from two new CAP enforcement reports examining paid social media advertising for liquid BBLs and cosmetic surgery clinics based abroad that target UK audiences.
The monitoring was carried out using CAP’s AI-powered Active Ad Monitoring system, following previous rulings from the Advertising Standards Authority (ASA) banning several cosmetic procedure ads that breached advertising standards.
Majority of liquid BBL ads fail to meet advertising rules
CAP identified 928 unique paid ads for non-surgical liquid BBLs on Meta between April and December 2025, with analysis showing widespread breaches of the CAP Code’s social responsibility rules.
By December 2025, only 11.5% of the ads assessed complied with advertising regulations, according to the report.
Non-surgical liquid BBLs involve injecting dermal filler into the buttocks to enhance volume and shape. While legal in the UK, the procedure is currently unregulated and carries risks including infection, sepsis and embolism.
The monitoring found several recurring issues in advertising claims, including:
- Time-limited offers such as “limited slots available – don’t sleep on it!” which may pressure consumers into quick decisions
- Claims that downplay risks, including statements such as “0% infection rate” or describing the procedure as “safe”
- Messaging that exploits body insecurities, such as promises to “boost your confidence” or “transform your body effortlessly”
CAP contacted 15 advertisers during the monitoring period. Nine had stopped running ads but were contacted with guidance, while the remaining six were instructed to amend or remove non-compliant adverts.
Three clinics agreed to make changes, while three that did not respond had their ads removed by Meta following referral from CAP.
Compliance levels initially improved during monitoring, rising from 5.0% in March 2025 to 31.5% in September, before dropping again to 11.5% in December, which CAP attributed partly to increased advertising activity around Black Friday and the festive period.
Advertising compliance improves for cosmetic surgery abroad
In contrast, CAP’s separate report on cosmetic surgery clinics based overseas found improved compliance after targeted enforcement action.
Between December 2024 and December 2025, CAP captured more than 4,000 paid ads on Meta from clinics advertising procedures to UK consumers.
Across two monitoring phases, 24 clinics were contacted and instructed to remove or amend problematic ads.
The main compliance issues identified included:
- “Mommy makeover” packages that may exploit insecurities among new mothers
- Time-limited offers that could pressure people into rushed decisions about surgery
During the first phase of monitoring, compliance increased from 61.4% in December 2024 to 86.9% by December 2025.
In the second phase, which began in September 2025, compliance improved from 41.7% to 70.6% by December 2025 after CAP contacted six advertisers.
Overall, CAP reported that 84.2% of advertisers were complying with the rules following enforcement action.
CAP says responsible advertising is essential for high-risk procedures
CAP said the findings highlight the importance of responsible advertising for procedures that carry medical risks.
Compliance executive Isabel Lucas at CAP said, “While it’s positive that our monitoring and enforcement action has led to real improvements in advertising for cosmetic surgery abroad, it’s deeply concerning to see so many ads for liquid BBLs continuing to break the rules. We know these procedures carry significant risks which is why it’s so important ads are responsible. Ultimately, choosing to undergo one of these procedures is a serious decision and people deserve the space and time to make their choices in a fully informed way."
CAP said it supports planned government measures that would restrict high-risk procedures to suitably qualified medical professionals registered with the Care Quality Commission, which it expects will strengthen protections for consumers.
Once new regulations are in place, CAP said it plans to continue proactive monitoring of advertising in the sector using its AI-based systems.
Trading standards body calls for tighter regulation
The Chartered Trading Standards Institute (CTSI) said the findings highlight broader concerns around regulation in the aesthetics sector.
Kerry Nicol, external affairs manager at CTSI, said, “We welcome the action taken by CAP and ASA to crack down on irresponsible online ads for non-surgical liquid Brazilian Butt Lifts (BBLs). The scale of harm caused by the lack of regulation in the aesthetics industry is deeply alarming. Consumers are being put at risk every day by unqualified practitioners preying on people’s vulnerabilities around body image.
"Urgent, coordinated Government and multi-agency action is needed to stop bad actors in this sector. A logical and immediate first step is the introduction of a national licensing scheme, giving the public a clear indication of who is qualified to carry out these procedures. It’s time the UK takes public safety seriously and weed out those putting lives at risk.”
CAP said it will continue taking enforcement action against advertisers that breach the rules and urged the public to research procedures carefully and avoid being influenced by time-limited offers or claims that make treatments appear safer or easier than they are.
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