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Cosmetic Procedure Advertisers Reprimanded for Misleading Claims and Exploiting Insecurities
The Advertising Standards Authority (ASA) has issued formal warnings to six providers of cosmetic treatments following an investigation into adverts for liquid Brazilian butt lifts (BBLs). The watchdog found that the advertisements pressured consumers, capitalized on female insecurities, and downplayed significant medical risks associated with the procedures.
Concerns Over Unregulated Liquid BBL Procedures
This cosmetic injection procedure, designed to enhance the buttocks’ shape and volume using fillers, is currently unregulated in the UK. Experts warn it poses considerable health risks, including potentially life-threatening infections. Numerous women in the UK have suffered infections after undergoing liquid BBLs, with many needing hospitalisation for sepsis or corrective surgery to repair tissue damage.
ASA Intervention Following AI Monitoring
Action was taken by the ASA against several UK companies after its artificial intelligence monitoring system detected numerous Facebook and Instagram adverts promoting liquid BBLs and similar treatments.
Companies Found in Breach of Advertising Standards
Adverts from the following companies were found to have violated advertising codes, and were instructed by the ASA to cease running the campaigns:
- Beautyjenics
- Bomb Doll Aesthetics
- CCSkinLondonDubai
- EME Aesthetics & Beauty Academy
- Rejuvenate Academy, trading as Rejuvenate Clinics
- NKD Medical, trading as Dr Ducu
According to an ASA spokesperson, “Undergoing a cosmetic procedure is a serious decision. Ads that minimize the seriousness of such procedures, exploit vulnerabilities, or coerce consumers can be genuinely harmful. We are especially concerned about these types of advertisements for liquid BBLs because this specific procedure is unregulated and known to carry high risks.”
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Advertising Tactics: Pressure and Trivialisation
The ASA determined that the advertisements risked compelling consumers to book procedures by using Black Friday promotions or other limited-time offers. Furthermore, some ads cultivated unrealistic expectations or preyed on women’s insecurities with phrases such as “achieve the perfect peachy look!” and “feel confident with every step!”. The ASA also concluded that several advertisements trivialized the potential dangers of the procedure.
Providers’ Responses to ASA Enquiries
Only three of the companies under investigation responded to the ASA’s inquiries.
- EME Aesthetics disputed the claim that its advertising pressured clients or downplayed the risks of liquid BBLs.
- NKD Medical stated their intention was to communicate the advantages of their treatments without minimizing potential risks.
- Rejuvenate Academy stated they had removed all mentions of time-sensitive offers and asserted that future ads would clarify that procedures are conducted by medical professionals to minimize risks.
NKD Medical informed The Guardian that their clinic is registered with the Care Quality Commission, and all procedures are performed by qualified doctors. They highlighted their “doctor-based lift” (DBL) procedure as “fundamentally different from a traditional liquid BBL,” emphasizing patient safety and medical integrity as core principles. The company website describes DBL as a “double butt lift” involving the injection of fillers into the buttocks.
Calls for Ban and Patient Advocacy
Save Face, a UK registry of accredited cosmetic practitioners, has been actively campaigning for a ban on liquid BBLs since 2023. The campaign gained further urgency following the death of Alice Webb, 33, in September 2024, after a liquid BBL performed by an unqualified individual.
Save Face Director Highlights Misleading Marketing and Severe Complications
Ashton Collins, director at Save Face, expressed satisfaction with the ASA’s actions against irresponsible liquid BBL advertising. “These procedures are marketed online as safe, painless, and affordable alternatives to surgery, which are dangerously misleading claims. We have supported over 750 women who underwent liquid BBLs. Over 55% suffered from sepsis, and over 40% required corrective surgery.”
ASA Emphasizes Advertiser Caution
The ASA reiterated its expectation for advertisers to “exercise a high degree of caution” when promoting procedures that carry significant risks and lack formal regulation. “Today’s rulings send a strong signal,” the ASA spokesperson affirmed.
Industry Body Welcomes ASA Decision
The Joint Council for Cosmetic Practitioners (JCCP) has welcomed the ASA ruling. Andrew Rankin, a JCCP trustee, urged individuals considering cosmetic procedures to “exercise caution when responding to social media advertising, especially for high-risk surgical procedures like the BBL.”
Mr. Rankin added, “Legitimate social media promotions should direct users to a dedicated webpage containing comprehensive information about the procedure and the qualifications of the practitioner, enabling informed decision-making before consultation. BBL procedures, in any form, including ’liquid’ BBL, should only be performed by a suitably trained surgeon or doctor in a CQC-registered facility.”