1 day Ago
Adverts for six providers of liquid Brazilian butt lifts (BBLs) have been banned for trivialising the risks of the procedures and exploiting women’s insecurities around body image. The Advertising Standards Authority (ASA) said each of the Facebook and Instagram ads for cosmetic providers Beautyjenics, Bomb Doll Aesthetics, Ccskinlondondubai, EME Aesthetics, Dr Ducu, and Rejuvenate Clinics, irresponsibly pressured consumers into booking the treatments. Screengrab of an advertisement from cosmetic provider Rejuvenate Clinics, for liquid Brazilian butt lifts (BBLs) which has been banned for trivialising the risks of the procedures and exploiting women's insecurities around body image.
(Image: Advertising Standards Authority (ASA)/PA Wire) A liquid BBL , also known as a non-surgical BBL, involves the injection of a dermal filler into the bottom to enhance its volume and shape. The paid-for Facebook ad for Beautyjenics, seen in October, read: “Bringing our liquid BBL to the North ..
. Manchester ..
. Limited space available 14th-16th October. “Don’t miss this exclusive opportunity to get that perfect peachy look!” Earlier this year, The Bolton News reported on the story of Louise Moller, who was told by doctors that she was around ’10 minutes from death’ and had fallen dangerously ill after having filler injections in her bottom.
She had not used any of the six providers named in this article. Louise, who worked as a hairdresser, booked in for the procedure in October 2023 for just £1,500 after seeing the procedure endorsed by celebrities on social media. Louise became increasingly concerned about the clinic's hygiene.
(Image: Louise Moller) She was asked to pay a £435 non-refundable deposit before her appointment, which she described as leaving her feeling ‘stuck’ to get the procedure. Louise’s mum, Janet Taylor, is now campaigning for tighter regulations around the liquid BBL procedure and other unregulated cosmetic procedures. Speaking to The Bolton News Janet said: “I am pleased that the ASA are regulating the advertising.
Janet Taylor (left) with her daughter Louise Moller (right). (Image: Janet Taylor) "It is not enough! It appears that a lot of organisations are shocked that this procedure has not been criminalised. “We are being let down by the government who are blatantly ignoring requests to debate the bill in Parliament to receive Royal Assent.
“The strain and cost to the NHS at this crucial time is unacceptable due to lack of concern and action from the government.” BBL surgery has the highest death rate of all cosmetic procedures as the fat injected into the buttocks can lead to a pulmonary embolism, which is a blockage in a blood vessel in the lungs that can be fatal. Other serious side effects include skin infection, cellulitis, as well as lumpy scars around the area of surgery.
The British Association of Aesthetic Plastic Surgeons (BAAPS) has advised its members not to carry out BBL surgery. The ASA said guidance from the Joint Council for Cosmetic Procedures said liquid BBLs are considered to be surgical procedures, which carry a level of risk. READ MORE: Family of woman who died from "barbaric" BBL procedure NHS chief warns against 'bargain basement' butt lifts Bolton mum's plea over 'catastrophic' BBL procedures The watchdog said: “Undertaking cosmetic surgery should have been portrayed as a decision that required time and thought from consumers before proceeding, because of the risks involved.
” It added: “We considered that consumers could have been rushed into making a decision to have cosmetic surgery without taking sufficient time to consider the consequences. “Because the ad created a sense of undue urgency to book a cosmetic procedure quickly, we considered that it had not been prepared in a socially responsible manner and therefore breached the Code.” An advertisement from cosmetic provider Ccskinlondondubai, for liquid Brazilian butt lifts (BBLs) which has been banned for trivialising the risks of the procedures and exploiting women's insecurities around body image.
(Image: Advertising Standards Authority (ASA)/PA Wire) The ASA further found that the ad risked exploiting women’s insecurities around body image, particularly those with insecurities relating to their body shape, concluding that it was irresponsible. Bomb Doll Aesthetics, Ccskinlondondubai, EME Aesthetics, Dr Ducu and Rejuvenate Clinics offered time-limited Black Friday deals, which the ASA said pressured consumers into booking the procedures. Beautyjenics, Bomb Doll Aesthetics and Ccskinlondondubai did not respond to the ASA’s inquiries.
Rejuvenate Clinics said it has reviewed ASA guidance and will remove all references to time-limited offers and state in ads that the surgery is carried out by a medical professional with ultrasound to minimise risks and enhance safety. EME Aesthetics said all its clients are given a full consultation and are under no obligation to book any procedures, and it therefore considers that its ad had not pressured consumers or trivialised the risks of cosmetic procedures. Ads for six providers of liquid Brazilian butt lifts have been banned for trivialising the risks of the procedures and exploiting women’s insecurities around body image.
(Image: ASA/PA) Dr Ducu said it will ensure it follows the ASA’s rules and guidance, that the time-limited Black Friday offer was intended to provide consumers with an opportunity to access the company’s services at a discounted rate, and it always encourages consumers to make informed decisions without pressure. The ASA said: “In each case, we found that the ads irresponsibly pressured consumers into booking, and trivialised the risks of, liquid BBLs or exploited women’s insecurities surrounding body image. “These rulings form part of a wider piece of work on ads for liquid BBLs, identified for investigation following intelligence-gathering by our Active Ad Monitoring system, which uses AI to proactively search for online ads that might break the rules.
” Last year, 26-year-old Demi Agoglia , from Little Hulton underwent a 'barbaric' bum lift in Turkey and died just days after having the procedure, her inquest heard. Demi’s family and friends described her as a ‘beautiful, outgoing and confident girl, who has left behind the most beautiful little boys.’ She had travelled to Comfort Zone Surgery with her partner, Bradley Jones, for a Brazilian butt lift (BBL) procedure after seeing a celebrity endorsement.
The inquest heard how the mum-of-three had previously been diagnosed with ADHD, anxiety and bipolar disorder. Demi’s family and friends described her as a ‘beautiful, outgoing and confident girl, who has left behind the most beautiful little boys.’ (Image: Martini Archive) Ms Agoglia's mother, Christine Tydd, told the hearing that she had said to her daughter that “she didn’t need” the procedure, as she was “already a good-looking girl, it wasn’t necessary".
Demi, who struggled with her self-image, was ‘insistent’ on getting the procedure, with Demi’s mum recalling her daughter’s “concerns about the way she looked”. On the day the two were due to return home, Mr Jones said Ms Agoglia was straightening her hair and complained of ‘really bad’ chest pains before collapsing to the floor. She was taken to hospital where she tragically died just hours later.
.
