The Advertising Standards Authority (ASA) has imposed a ban on several advertisements promoting liquid Brazilian Butt Lifts (BBLs), citing that they exerted undue pressure on women to undergo the cosmetic procedure. This decision comes after an investigation that began late last year, during which the ASA assessed multiple ads that it deemed irresponsible and exploitative, particularly regarding vulnerabilities surrounding body image.
The ASA identified six adverts from various cosmetic treatment providers that violated its advertising rules. The companies involved include Beautyjenics Ltd, Bomb Doll Aesthetics, CCskinlondondubai, EME Aesthetics & Beauty Academy Ltd, NKD Medical Ltd, and Rejuvenate Academy Ltd. Each of these firms has been instructed to suspend future advertisements that mirror the problematic styles of the ads in question.
According to the ASA, the offending adverts "irresponsibly pressured consumers into booking, trivialised the risks of liquid BBLs, or exploited women’s insecurities surrounding body image." The regulator expressed its commitment to rigorous oversight, warning that it would take swift action against any advertisers who breach these new directives. It also highlighted the need for advertisers to approach procedures associated with considerable risks with the utmost caution, noting that current regulations around liquid BBLs are lacking.
As part of the investigation, the ASA undertook a targeted review of advertisements for cosmetic surgeries and non-surgical interventions using its Active Ad Monitoring system. This AI-powered tool scours online advertisements to ensure compliance with advertising standards. Several advertisements were flagged, prompting the detailed investigations.
An example of a flagged advertisement included a Facebook ad from CCskinlondondubai, which was discovered in November 2024. The ad featured promotional graphics indicative of a sale, claiming “Get the curves and contours you’ve always wanted with our safe and effective body filler treatments,” which the ASA found to exploit insecurities and create a misleading sense of urgency for potential customers.
The liquid BBL procedure, which involves injecting hyaluronic acid to alter the shape of the buttocks or breasts, is particularly concerning due to its high risk and the fact that untrained individuals can legally perform it in the UK. This has resulted in numerous complications, with media reports indicating that hundreds of women have been hospitalised following botched procedures. Notably, Alice Webb, a woman who underwent a liquid BBL at a UK clinic, sadly died last year, which has heightened scrutiny of the industry.
The ASA reiterated the seriousness of the decision-making involved in undergoing cosmetic procedures and underscored that advertisements which trivialise this process or create pressure have the potential to cause real harm. The regulator plans to continue monitoring the cosmetic surgery sector closely to ensure compliance with advertising standards and to promote responsible marketing of cosmetic interventions.
Source: Noah Wire Services