Overview
- 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.