The UK’s Advertising Standards Authority (ASA) has banned adverts from six companies promoting liquid Brazilian butt lifts (BBLs) on social media.
These ads were deemed to trivialise the risks of the procedure and exploit insecurities surrounding body image.
The ASA’s decision highlights the importance of responsible advertising in the cosmetic industry, particularly when it comes to risky procedures like liquid BBLs.
What are liquid Brazilian butt lifts?
Liquid Brazilian butt lifts involve injecting filler into the buttocks to enhance shape and size. This non-surgical procedure has gained popularity for its ability to provide a fuller, more rounded look without the need for traditional surgery.
However, experts warn that liquid BBLs come with significant risks, including the potential for blood clots, infections and other serious complications.
ASA’s concerns over irresponsible advertising
The banned ads, which appeared on platforms like Facebook and Instagram, used time-limited promotions to encourage quick bookings, a tactic the ASA described as "irresponsible".
The ads played on insecurities and presented liquid BBLs as a fast, easy solution to achieving the "perfect" body.
One advertisement promised a "perfect peachy look" with the procedure, while another guaranteed "safe, proven, and beautifully natural results".
Risks of liquid BBLs
The ASA emphasised that liquid BBLs should not be portrayed as simple or risk-free. Despite claims of minimal pain or a 0% infection rate, the reality is that the procedure carries health risks that require careful consideration.
The watchdog stressed that cosmetic surgery should always be treated as a serious decision, not a rushed impulse driven by discounts or time-sensitive offers.
Responses from affected clinics
Some of the clinics involved in the banned ads have responded to the ASA's ruling. Rejuvenate Clinics stated it would amend its advertising to remove time-limited offers and clearly indicate that the procedure is performed by a medical professional with ultrasound.
Dr Ducu also acknowledged the ASA's concerns and committed to adjusting advertising strategies.
EME Aesthetics, on the other hand, argued that its ad did not pressure customers and emphasised the importance of full consultations before procedures.
However, three clinics – Beautyjenics, Bomb Doll Aesthetics and CCskinlondondubai – did not respond to the ASA’s inquiries.
The growing concern over BBL safety
The rise in popularity of procedures like liquid BBLs has sparked safety concerns, particularly after the tragic death of Alice Webb, a mother of five, who died following a liquid BBL surgery.
Plastic surgeons have repeatedly warned about the dangers of large amounts of filler being injected into the body, highlighting the need for skilled practitioners and a regulated industry.
The role of AI in monitoring ads
The ASA has been proactive in identifying potentially harmful ads by using AI technology to scan social media platforms.
This marks a growing effort to protect consumers from misleading or dangerous beauty treatments that downplay risks and exploit body image insecurities.
The ASA’s action against these six clinics is a reminder of the importance of transparency and responsibility in treatment advertising.
