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ASA bans ads for 'high-risk' butt lifts from six cosmetic treatment providers
The Guardian
|April 16, 2025
The Advertising Standards Authority (ASA) has reprimanded six cosmetic treatment providers for pressuring customers, exploiting insecurities or trivialising medical risks following an investigation into adverts for liquid Brazilian butt lifts (BBLs).
The cosmetic procedure, which involves injecting a filler into the buttocks, is unregulated in the UK and carries significant health risks, not least from potentially life-threatening infections.
Hundreds of women have contracted infections after paying for liquid BBLs in the UK, with many requiring hospital treatment for sepsis or corrective surgery.
The ASA took action against the companies after its monitoring system flagged numerous Facebook and Instagram adverts for liquid BBLs and similar procedures.
Adverts from Beautyjenics, Bomb Doll Aesthetics, CCSkin London Dubai, EME Aesthetics & Beauty Academy, Rejuvenate Academy, trading as Rejuvenate Clinics, and NKD Medical Ltd, trading as Dr Ducu, were found to have breached the code, with the firms being told the ads must not appear again.
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