ASA bans Brazilian liquid butt lift ads from six UK cosmetic treatment providers

Providers reprimanded for pressuring customers, exploiting women's insecurities or trivialising medical risks

The Advertising Standards Authority has reprimanded six cosmetic treatment providers for pressuring customers, exploiting women's insecurities or trivialising medical risks after an investigation into adverts for liquid Brazilian butt lifts (BBLs).

The cosmetic procedure, which involves injecting fillers into the buttocks to enhance their shape and size, is unregulated in the UK and can carry significant health risks, not least from potentially life-threatening infections.