The British advertising authority issued a ban against social media ads promoting liquid Brazilian butt lifts (BBLs) since these promotions minimise severe health dangers while using body insecurities to target women.
The Advertising Standards Authority (ASA) performed targeted ad inspections of Facebook and Instagram platforms on behalf of six different companies.
Through short-term deals and appealing messages like “perfect peachy look,” the promotional ads hurried people into accepting cosmetic treatments right away.
The procedure of liquid BBLs requires providers to insert filler materials into the buttocks to create size and shape enhancements. The non-surgical BBL procedures present various severe potential complications such as infections and blood clots, which sometimes result in sepsis. The ASA stated permanently that forcing people into cosmetic procedures through reduction sale methods represents improper medical practice.
The prohibited advertisement declared its clinic experiences no infections while offering “beautiful natural results” through minor discomfort. The advertisement attempted to lure customers by promoting body filler treatments, which would make them feel confident in their steps.
The Advertising Standards Authority strongly opposed the advertising practices, which demanded responsible actions from clinics. The advertising authority stated that marketers need to avoid creating messages suggesting personal happiness and well-being depend on body shape and physical appearance standards.
The British regulatory body made this decision because of increasing worries about BBL liquid risks, which are present in the unregulated UK market. Recent fatal incidents, especially the death of Alice Webb, forced both medical clinics and safety regulators to intensify their focus on patient protection.
The ASA failed to receive any responses from the three clinics operating under the names Beautyjenics, Bomb Doll Aesthetics, and Ccskinlondondubai.
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Other companies offered mixed responses. Rejuvenate Clinics committed to updating its advertising content by eliminating time-limited offers along with clarifications about procedures being performed by skilled personnel under ultrasound supervision.
EME Aesthetics supported their marketing strategy by stating customers undergo comprehensive consultations that do not involve any form of coercion.
The increased regulatory actions against unregulated cosmetic practice may establish a new standard for beauty clinic advertising that prioritises patient safety and personal worth beyond promotional strategies.
