Firms have been ordered to stop ‘irresponsibly’ promoting liquid Brazilian butt lifts in the UK amid fears they could expose people to harm.
The Advertising Standards Authority has upheld rulings against six companies who touted the risky procedure on Facebook or Instagram.
Officials say the adverts fell foul of the watchdog’s rules, which are designed to protect the public.
This includes putting consumers under pressure with time-limited offers, creating unrealistic expectations of the results, exploiting women’s insecurities around body image and trivialising the risk of cosmetic procedures.
The ASA said it was concerned by the ‘apparent disregard’ some companies showed for the advertising code, with some even failing to respond to the censure.
A liquid BBL is a cosmetic procedure that involves using dermal fillers to enhance the shape and size of the buttocks without surgery.
If done incorrectly, it risks blocking blood flow, which can lead to tissue death and stroke, while poor hygiene practices can lead to infections and potentially fatal sepsis.
Beautyjenics tried to entice customers on Facebook with an advert that said: ‘Don’t miss this exclusive opportunity to get that perfect peachy look.’
CCskinlondondubai offered women the chance to ‘get the curves and contours you’ve always wanted with our safe and effective body filler treatments’.
It added: ’Feel confident every step of the way! Safe, proven and beautifully natural results.’
And an advert by Bomb Doll Aesthetics said: ‘Black Friday Bomb Deals. Don’t miss out on these big savings – up to 70 per cent off on our signature treatments!’
Meanwhile, EME Aesthetics told potential customers they could achieve ‘huge savings’ and ‘minimal pain’.
And Dr Ducu, another provider, posted on Instagram: ‘Safe and effective, our treatments come with no downtime and minimal discomfort.’
Rejuvenate Clincs said: ‘Achieve your body goals with 20% BLACK FRIDAY Discounts!
‘Get instant results. Treat Hip Dips. Increase bum volume. Tailored treatment plan.’
The advertisers have been told that their ads must be removed and can not appear again in their current form.
Unlike the traditional Brazilian butt lift, which involves taking fat from other areas of the body and injecting it into the buttocks, a liquid BBL uses injectable products to achieve a similar volumising and contouring effect.
The results of a liquid BBL are temporary, lasting around one to two years depending on the product used and how the body metabolises it.
A traditional BBL provides more long-lasting results.
The procedure hit the headlines in September last year when Alice Webb, a 33-year-old mum-of-five, became the first to die following a liquid BBL performed in the UK.
Ashton Collins, director of Save Face, which campaigns for higher industry standards, said: ‘I am pleased to see the ASA acting against the irresponsible advertising of liquid BBLs.
‘These procedures are marketed online as risk-free, painless, and inexpensive alternatives to surgery, but these claims are dangerously misleading.
‘We have supported over 750 women who underwent liquid BBLs; over 55 per cent suffered from sepsis, and more than 40 per cent required corrective surgery.
‘All these women believed they were opting for a minor beauty treatment, not something that would inflict such severe physical and psychological harm.
‘Since 2023, we have been campaigning for the government to ban these procedures from the high street, warning that a lack of swift action would lead to fatalities.
‘A staggering 98 per cent of those we’ve supported found their practitioners via social media.
‘Much more needs to be done to police and prevent the organic posts that also trivialise these procedures and pressurise people into booking them by using discounts and time limited offers.
‘We are working with Alice’s family to support them and to ensure no other family has to endure the loss of a beloved family member.
‘We launched a petition in her name calling for the immediate enactment of Alice’s Law, which would make it a criminal offence for anyone other than GMC-registered plastic surgeons to perform liquid BBL procedures.’
An ASA spokesperson said: ‘One of our key commitments is to protect vulnerable audiences, which is why we’re undertaking proactive work in this area.
‘Choosing to undergo a cosmetic procedure is a serious decision, so ads that trivialise this, exploit insecurities, or pressure consumers can cause real harm.
‘We’re particularly concerned about these type of ads for liquid BBLs, given the procedure is currently unregulated and is known to be high risk.
‘We expect advertisers to exercise a high level of caution when promoting procedures that carry significant risks and currently lack formal regulation, and today’s rulings send a clear message that we won’t hesitate to take action if they break the rules.
‘We plan to continue this work through follow-up monitoring and compliance action to make sure the cosmetic surgery and non-surgical cosmetic interventions industries are advertising responsibly.’
Rejuvenate Clinics said they had not realised their advert was in breach of the advertising code and Dr Ducu said they would ensure they follow guidelines.
EME Aesthetics said all their clients were given a full consultation and were under no obligation to book any procedures. They therefore considered that their ad had not pressured consumers or trivialised the risks of cosmetic procedures.
Beautyjenics, Bomb Doll Aesthetics and CCskinlondondubai did not respond to the ASA’s enquiries.