Firms ordered to stop 'irresponsibly' promoting liquid Brazilian bum lifts in the UK amid fears they could expose people to harm By SHAUN WOOLLER HEALTH EDITOR FOR THE DAILY MAIL Published: 00:01, 16 April 2025 | Updated: 00:11, 16 April 2025 e-mail View comments Firms have been ordered to stop ‘irresponsibly’ promoting liquid Brazilian bum lifts in the UK amid fears they could expose people to harm. The Advertising Standards Authority has upheld rulings against six companies who touted the risky procedure on Facebook or Instagram . Officials say the adverts fell foul of the watchdog’s rules, which are designed to protect the public.
This includes putting consumers under pressure with time-limited offers, creating unrealistic expectations of the results, exploiting women’s insecurities around body image and trivialising the risk of cosmetic procedures. The ASA said it was concerned by the ‘apparent disregard’ some companies showed for the advertising code, with some even failing to respond to the censure. A liquid BBL is a cosmetic procedure that involves using dermal fillers to enhance the shape and size of the buttocks without surgery.
If done incorrectly, it risks blocking blood flow, which can lead to tissue death and stroke, while poor hygiene practices can lead to infections and potentially fatal sepsis . Beautyjenics tried to entice customers on Facebook with an advert that said: ‘Don’t miss this exclusive opportunity to get that perfect peachy look.’.
_updates.jpg)
