The Advertising Standards Authority (ASA) has taken action against six cosmetic treatment providers for promoting liquid Brazilian butt lifts (BBLs) in a manner that pressures customers, exploits women’s insecurities, or trivialises the medical risks associated with the procedure. The ASA’s investigation uncovered numerous instances of Facebook and Instagram ads for liquid BBLs and related treatments that prompted their decision.

The procedure, which involves injecting fillers into the buttocks to enhance their appearance, remains unregulated in the UK and carries significant health risks, including potentially life-threatening infections. Hundreds of women have contracted infections after undergoing liquid BBLs, often requiring hospital treatment, including sepsis management and corrective surgery to repair tissue damage.

The ASA’s action followed the identification of non-compliant adverts by their AI monitoring system. Companies such as Beautyjenics, Bomb Doll Aesthetics, and others were found to be in breach of advertisement codes and were directed to cease their ads.

This move is part of broader concerns over the marketing of unregulated cosmetic procedures. While the advertisements in question often created unrealistic expectations, exploited insecurities, and increased pressure to book treatments—particularly through time-sensitive deals—only three companies responded to the ASA’s inquiries.

NKD Medical, which responded, argued that their DBL (doctor-based lift) procedure, which uses fillers and is performed by qualified doctors, is medically sound and distinct from traditional liquid BBLs. Moreover, they highlighted their registration with the Care Quality Commission (CQC)— yet, Save Face, a UK register of accredited cosmetic practitioners and an advocate for the banning of liquid BBLs, has been sounding the alarm about the risks. Following the death of Alice Webb, 33, attributed to a suspected liquid BBL procedure performed by an unqualified practitioner, Save Face and its director, Ashton Collins, have been vocal about the dangerous deceit in marketing these treatments as safe and affordable.

The ASA emphasized that advertisers must handle high-risk procedures, like liquid BBLs, with extreme care due to their unregulated status and potential health hazards, calling for responsible and transparent marketing practices.

Both the ASA and the Joint Council for Cosmetic Practitioners (JCCP) have reinforced the importance of caution and informed decision-making when considering cosmetic procedures, especially those as risky as BBLs. Legitimate promotions for such treatments should directly link to a detailed, informative web page that provides consumers with the necessary information to understand the procedure and the qualifications of those performing it.

Source: https://www.theguardian.com/society/2025/apr/16/asa-bans-brazilian-butt-lift-ads-cosmetic-treatment-providers