Committee publication · Correspondence · 18 March 2026 · HC 869
Irresponsible ads for non-surgical liquid Brazilian Butt Lifts (BBLs) and cosmetic surgery abroad, dated 12.03.2026
From: Women and Equalities Committee
Inquiry: Health impacts of breast implants and other cosmetic procedures
Summary
The Advertising Standards Authority writes to the Women and Equalities Committee to report on enforcement action against irresponsible advertising for non-surgical liquid Brazilian Butt Lifts and cosmetic surgery abroad. ASA monitoring found only 11.5% of liquid BBL ads complied with advertising rules, revealing widespread breaches including unsafe claims and exploitative pressure tactics. ASA calls for formal regulation restricting these procedures to qualified, CQC-registered professionals and supports government intervention.
Key findings
- ASA monitoring of 900 liquid BBL ads (April–December 2025) found only 11.5% complied with advertising rules; ads used limited offers pressuring quick decisions, claimed procedures were 'safe', and exploited body insecurities.
- Liquid BBLs remain unregulated in the UK despite serious risks including infection, sepsis, and embolism; ASA has taken enforcement action and worked with Meta to remove problem ads.
- ASA monitored 4,000 ads from overseas cosmetic surgery clinics targeting UK audiences, instructed 24 clinics to remove problematic ads (e.g. 'Mommy makeover' packages with time-limited offers); compliance improved to 84.2% following enforcement.
- ASA supports government measures to restrict high-risk procedures to suitably qualified, CQC-registered healthcare professionals and calls for formal sector regulation to extend to advertising oversight.
- The exceptionally high proportion of rule-breaching advertisers in the liquid BBL sector points to 'deeper problems in a sector that lacks regulation.'
Tone
CriticalTopics
Key actors
Advertising Standards Authority, Committee of Advertising Practice, Care Quality Commission, Sarah Owen MP, Grace Curley, Meta, Baroness Morgan of Cotes
Notable line
“It's extremely rare to see such a high proportion of advertisers in one area breaking the rules, pointing towards deeper problems in a sector that lacks regulation.”
Key Quotes
“Whilst currently legal, liquid BBLs are unregulated in the UK and can lead to serious complications, including infection, sepsis and embolism.”
“Using our Active Ad Monitoring System (AAMs) to process 900 ads between April and December 2025, we found that only 11.5% of the ads we assessed stuck to the advertising rules.”
“It's extremely rare to see such a high proportion of advertisers in one area breaking the rules, pointing towards deeper problems in a sector that lacks regulation.”
“We support the introduction of measures by government that would only allow suitably qualified medical professionals to carry out high-risk procedures, helping to strengthen protections for the public.”
Source · parliament.uk record ↗