UK Regulator Bans Liquid BBL Ads for Misleading and Unsafe Practices

The ASA has prohibited adverts from six cosmetic providers, citing exploitation of insecurities, trivialization of risks, and pressure tactics in promoting unregulated and high-risk procedures.

The Advertising Standards Authority (ASA) has banned ads from six UK cosmetic providers for liquid Brazilian Butt Lifts (BBLs) after finding they violated advertising standards.
The banned ads used tactics such as time-limited offers, misleading claims about safety, and language exploiting women's insecurities to pressure bookings.
Liquid BBLs, which involve injecting fillers into the buttocks, are unregulated in the UK and carry significant risks, including infections, sepsis, and fatalities.
The ASA's AI-driven monitoring system flagged non-compliant social media ads, leading to a broader crackdown on irresponsible cosmetic procedure advertising.
The regulatory action follows growing concerns after adverse health incidents, including the death of Alice Webb in 2024, linked to unregulated liquid BBL procedures.