The UK’s advertising watchdog has censured six cosmetic treatment companies for misleading social media ads promoting liquid Brazilian butt lifts (BBLs).
The Advertising Standards Authority found the ads exploited women’s insecurities, pressured consumers with time-limited offers, and downplayed serious health risks.
Liquid BBLs involve injecting fillers to enhance buttock size and shape but are unregulated in the UK and linked to severe complications, including sepsis. Hundreds of women have suffered infections requiring hospitalisation or corrective surgery.
The ASA acted after its AI monitoring system flagged ads on Facebook and Instagram. Only three firms responded.
Some claimed their procedures differed from traditional BBLs or were performed by medical professionals.
Health campaigners and regulatory bodies welcomed the ASA’s ruling and called for caution when responding to cosmetic treatment ads, especially those lacking full medical oversight or proper regulation.