Liquid BBL Ads Are Banned in the UK Due to “Irresponsible” Messaging and Body Image Development

The UK’s ASA has banned six liquid BBL advertisements for trivializing hazards and using coerced marketing techniques to take advantage of body image issues.

The UK’s advertising authority has prohibited promotional material from six aesthetic clinics that provide liquid Brazilian butt lift (BBL) treatments, claiming that the advertisements exploited women’s body issues and trivialized medical dangers.

The six advertisements, which were posted on Facebook and Instagram, were accused by the Advertising Standards Authority (ASA) of “irresponsibly pressurising” prospective customers into making reservations through emotionally charged wording and time-limited offers. The prohibited advertisements downplayed or ignored the potential health hazards in favor of promises of a “perfect peachy look” and “beautifully natural results.”

In order to improve size and form, liquid BBLs include injecting dermal fillers into the buttocks. The ASA stated that even if these procedures are marketed as non-surgical, they should not be promoted as easy or risk-free because they still involve hazards, such as infections.

One ad said: “With our safe and efficient body filler treatments, you can achieve the curves and contours you’ve always desired.” Experience complete confidence at every turn! Another stated that their “sterile clinic” had “minimal pain” and a 0% infection rate.

The American Medical Association emphasized that cosmetic surgery is a significant medical decision that should not be hurriedly pursued. “Clinics should not trivialize procedures or play on consumers’ insecurities; they must be socially responsible,” the agency said. Marketers should not suggest that obtaining a particular body shape or appearance is a prerequisite for pleasure or well-being, it was underlined.

The clinics in question included Beautyjenics, Bomb Doll Aesthetics, and Ccskinlondondubai; none of them answered the ASA’s questions.

After reviewing ASA guidelines, one of the advertisers, Rejuvenate Clinics, announced that it will be eliminating time-limited offers from its advertisements. The business also promised to include information stating that treatments are carried out by trained experts who use ultrasonography for safety.

In defense of their promotion, EME Aesthetics stated that all customers receive thorough consultations and are not under any duress to commit to treatments. According to the corporation, its messaging did not mislead customers or minimize the hazards.

The now-banned Black Friday deal, according to Dr. Ducu, another clinic mentioned in the verdict, was intended to make things affordable rather than to put pressure on customers. It also pledged to make sure that its marketing going forward complies with ASA rules.

The ASA disclosed that, in response to growing concerns over the marketing of cosmetic operations, it has been using AI techniques to proactively search social media platforms for advertisements that might violate advertising regulations.

Concern over the impact of social media on body image, particularly among young women, and the morality of online promotion of risky aesthetic operations are driving the crackdown.