A warning has been issued over “deeply concerning” adverts for dangerous Brazilian Butt Lifts (BBLs) after nine in 10 were found to be breaking the rules.
The Advertising Standards Authority (ASA) said it banned ads after discovering some that suggested the potentially fatal procedures are safe, exploited people’s insecurities, or pressured individuals into making quick decisions.
The Committee of Advertising Practice (CAP), the body that writes the UK advertising rules, is now taking action to tackle “irresponsible” ads for non-surgical liquid BBLs and cosmetic surgery abroad, which remain widespread.
While currently legal, liquid BBLs are unregulated in the UK and can lead to serious complications, including infection, sepsis and embolism.
Surgery abroad can also involve added risks, particularly when standards of care differ from those in Britain. For some people, these procedures have had devastating consequences, including serious infections, long-term health problems and in some tragic cases, death.
The advertising watchdog warned: “Demand for cosmetic procedures has grown in recent years, driven by changing beauty trends and social media. But these aren’t beauty treatments, they’re invasive medical procedures that carry real risks. Because of this, it’s vital that ads for these procedures are responsible.”
Isabel Lucas, compliance executive at CAP, added: “It’s deeply concerning to see so many ads for liquid BBLs continuing to break the rules. Ultimately, choosing to undergo one of these procedures is a serious decision and people deserve the space and time to make their choices in a fully informed way.”
Between April and December last year, the ASA assessed over 900 ads for non-surgical liquid BBLs, only 11.5 per cent of which were found to be following the rules.
It said ads were using time-limited offers that risked pressuring people into making quick decisions about serious medical procedures.
Some made claims like “0% infection rate” or described procedures as “safe” without properly reflecting the risks involved, while others played on body insecurities, promising to “boost your confidence” or “transform your body effortlessly”.
Clinics were ordered to amend or remove the ads that broke the rules. The ASA is now calling for stronger regulations in the industry.
It said: “It’s extremely rare to see such a high proportion of advertisers in one area breaking the rules, pointing towards deeper problems in a sector that lacks regulation.
“We support the introduction of measures by government that would only allow suitably qualified medical professionals to carry out high-risk procedures, helping to strengthen protections for the public.”
The public is urged to remain cautious.
“Ads can still make procedures look easier, quicker, or safer than they are,” said the advertising watchdog. “We’d urge anyone considering a procedure like this to take your time, do your research, and don’t feel pressured by promises of quick fixes or time-limited offers.
“These reports also send a strong warning to the industry that we are proactively monitoring advertising in these sectors and we will take action where ads break the rules.”
Foreign Office data reveals six Britons died in Turkey in 2024 after medical procedures, with at least six more fatalities last year.
But researchers say the number of medical tourists has risen steadily over the past several decades in a trend that shows no sign of abating.
Last month, MPs said the government should immediately ban BBLs.
The Women and Equalities Committee (WEC) of MPs accused ministers of “not moving quickly enough” in introducing a licensing system for non-surgical cosmetic procedures.
A lack of regulation in the cosmetics industry had led to a “wild west” where patients were receiving procedures in garden sheds, hotel rooms and public toilets, they warned.
Kerry Nicol, external affairs manager at the Chartered Trading Standards Institute (CTSI), said: “We welcome the action taken by CAP and the Advertising Standards Authority to crack down on irresponsible online ads for non-surgical liquid BBLs.
“The scale of harm caused by the lack of regulation in the aesthetics industry is deeply alarming. Consumers are being put at risk every day by unqualified practitioners preying on people’s vulnerabilities around body image.
“Urgent, coordinated Government and multi‑agency action is needed to stop bad actors in this sector. A logical and immediate first step is the introduction of a national licensing scheme, giving the public a clear indication of who is qualified to carry out these procedures. It’s time the UK takes public safety seriously and weed out those putting lives at risk.”
