The Committee of Advertising Practice (CAP) has reported widespread breaches of advertising rules in online promotions for non-surgical Brazilian Butt Lift (BBL) procedures.
The UK advertising regulator has published two reports detailing its monitoring and enforcement work in the sector. The activity follows a series of advertising bans issued by the Advertising Standards Authority (ASA), which enforces the rules.
Outlining the current climate, CAP states that liquid BBL procedures are currently legal but unregulated in the UK, noting that the procedures can lead to serious complications, including infection, sepsis and embolism. It also highlighted that cosmetic surgery performed abroad can involve additional risks, particularly where standards of care differ from those in the UK.
CAP shares that its AI-assisted Active Ad Monitoring system identified more than 900 adverts for liquid BBL procedures between April and December 2025. The watchdog reports that only 11.5% of the adverts assessed complied with advertising rules. The organisation identified several recurring issues, including time-limited promotional offers that could pressure consumers into making rapid decisions about medical procedures.
The watchdog also found adverts claiming a “0% infection rate” or describing procedures as “safe” without reflecting the potential risks. Other promotions referenced body insecurities, including claims that procedures could “boost your confidence” or “transform your body effortlessly.”
CAP contacted clinics responsible for rule-breaking adverts and instructed them to amend or remove the content. It also worked with Meta to remove problematic promotions. The organisation describes the high rate of non-compliance as unusual and said it may indicate broader problems in a sector that currently lacks regulation. CAP also highlights its support for Government proposals to restrict high-risk cosmetic procedures to suitably qualified medical professionals.
Additionally, CAP notes that compliance among adverts for cosmetic surgery abroad has improved following enforcement action. In a separate monitoring exercise, the regulator analysed more than 4,000 adverts from overseas cosmetic surgery clinics targeting UK audiences and required 24 clinics to remove or amend adverts that breached the rules. CAP reported recurring issues in these advertisements, including the promotion of “mommy makeover” packages, which it said may exploit insecurities among new mothers and place pressure on them to conform to certain body image expectations. CAP also identified the use of time-limited offers, which it said could encourage individuals to make rushed decisions about undergoing surgery.
Isabel Lucas, compliance executive at CAP, commented, “While it’s positive that our monitoring and enforcement action has led to real improvements in advertising for cosmetic surgery abroad, it’s deeply concerning to see so many ads for liquid BBLs continuing to break the rules. We know these procedures carry significant risks, which is why it’s so important ads are responsible. Ultimately, choosing to undergo one of these procedures is a serious decision and people deserve the space and time to make their choices in a fully informed way.”