BBL Ads Banned in UK for Misleading Risks and Pressuring Women

The UK’s advertising watchdog has banned multiple ads promoting liquid Brazilian butt lifts (BBLs), accusing the companies involved of downplaying the risks and exploiting women’s insecurities.

The Advertising Standards Authority (ASA) announced on Wednesday that it had blocked ads from six beauty clinics that ran promotions for BBL procedures on social media platforms like Facebook and Instagram.

These ads used phrases such as “exclusive opportunity” and “perfect peachy look,” along with limited-time offers, to push consumers into booking quickly.

BBL procedures — specifically liquid BBLs — involve injecting filler into the buttocks to make them appear fuller and rounder.

Though often seen as a less invasive alternative to surgical BBLs, these treatments can still carry serious health risks, including infections, blood clots, and sepsis.

The ASA says cosmetic surgery should never be rushed or marketed as a casual beauty treatment. “Clinics must be socially responsible and not take advantage of people’s body image concerns,” the regulator stated.

One of the banned ads claimed to offer “safe and effective” treatments with “0% infection rates” and minimal discomfort.

But the ASA disagreed, saying any claim of zero risk is misleading — especially in an unregulated cosmetic industry like the UK’s, where such procedures are often performed outside medical settings.

In fact, recent incidents, including the tragic death of 35-year-old mother-of-five Alice Webb, have raised urgent safety concerns around the booming popularity of BBLs in the UK.

The ASA is now using artificial intelligence to scan the internet for illegal or misleading cosmetic ads, saying it’s determined to protect vulnerable people from dangerous or deceptive marketing.

Some clinics responded to the ban. Rejuvenate Clinics promised to remove time-limited offers and clearly state in future ads that procedures are done by trained professionals using ultrasound guidance for safety.

Dr. Ducu also pledged to follow ASA guidelines, saying their recent Black Friday ad was simply a discount and not meant to pressure anyone.

However, three clinics — Beautyjenics, Bomb Doll Aesthetics, and Ccskinlondondubai — failed to respond to the ASA’s inquiry.

The ASA’s message is clear: health should never be compromised for the sake of beauty — or a bargain.