London, April 2025 — The UK’s Advertising Standards Authority (ASA) has banned a series of online advertisements promoting liquid Brazilian butt lifts (BBLs), citing that they trivialized medical risks and exploited women’s insecurities about body image.
The six clinics behind the ads ran promotions on Facebook and Instagram, many featuring time-limited offers that the ASA deemed as irresponsible pressure tactics. One of the ads promised an “exclusive opportunity” for the “perfect peachy look” — a claim the watchdog says encourages hasty and unsafe decisions.
“Cosmetic surgery should not be presented as a quick decision,” said the ASA, noting that procedures like BBLs involve serious health risks, including infection, blood clots, and sepsis.
Key Concerns Raised by the ASA
- Exaggerated safety claims: Some clinics claimed “0% infection rate” and “minimal pain.”
- Pressure to act quickly: Use of countdowns and limited-time deals.
- Misleading language: Terms like “safe and effective” were flagged as overly simplistic.
- Social responsibility: Ads played on the insecurities of women regarding body image.
The ASA also revealed it used AI technology to proactively detect and investigate potentially harmful ads online.
Clinic Responses
While some businesses, including Rejuvenate Clinics and Dr Ducu, agreed to amend their marketing, Beautyjenics, Bomb Doll Aesthetics, and Ccskinlondondubai did not respond to inquiries. Other clinics maintained they provide consultations and do not coerce clients into making quick decisions.
Expert Warnings
- Liquid BBLs are not currently regulated in the UK.
- Performed mostly in beauty clinics, they require skilled medical supervision.
- The recent death of Alice Webb, a mother of five, has brought renewed scrutiny to the safety of these procedures.
Conclusion
The ASA’s clampdown comes amid a rise in body modification trends on social media, where unregulated clinics have leveraged celebrity culture and aesthetic pressure to market potentially dangerous treatments.
