The Committee of Advertising Practice (CAP) has reported widespread breaches of advertising rules in online promotions for non-surgical Brazilian butt lift (BBL) procedures. CAP stated that its AI monitoring system identified more than 900 adverts between April and December 2025, with only 11.5% complying with the rules. Common issues included misleading safety claims, such as “0% infection rate”, and advertisements presenting procedures as risk-free. Some promotions also used time-limited offers or exploited body insecurities, pressuring patients into quick decisions, according to the watchdog.
CAP required clinics to amend or remove non-compliant adverts and worked with Meta to take down problematic content. The organisation described the high breach rate as unusual, suggesting wider issues within this unregulated part of the sector. Meanwhile, compliance among overseas cosmetic surgery adverts has improved, although concerns remain about pressure tactics and unrealistic body image messaging.
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.”