Digital health editor, BBC News, Michelle Roberts, shared that six companies’ ads promoting liquid Brazilian butt lifts (BBLs) have been prohibited in the UK for diminishing the risks associated with the procedure and taking advantage of women’s insecurities regarding body image. These advertisements were displayed on social media platforms like Facebook and Instagram, using time-limited deals to pressure potential customers into booking appointments, according to the Advertising Standards Authority (ASA).
For instance, one ad enticed customers with an “exclusive opportunity” to achieve a “perfect peachy look.” Liquid BBLs involve injecting filler into the buttocks to lift and enhance their appearance. The ASA highlighted that due to the potential risks involved, cosmetic surgery should be viewed as a decision that requires careful consideration rather than being rushed into due to limited-time offers.
The advertising watchdog emphasized the need for clinics to act responsibly and not downplay procedures or exploit consumers’ insecurities. Despite claims made by some companies about having a 0% infection rate at their sterile clinics and minimal pain associated with the procedure, the ASA stated that liquid BBLs come with certain risks, including the possibility of infections. Marketers were advised against insinuating that happiness or well-being depends on conforming to a specific body shape or physical appearance.
The ASA disclosed that they have employed artificial intelligence to proactively identify online ads that may violate regulations. While three of the clinics did not respond to the ASA’s inquiries, some companies like Rejuvenate Clinics and EME Aesthetics have committed to complying with ASA guidelines by removing time-limited offers from their ads and emphasizing safety measures. Dr Ducu assured that they would adhere to the ASA’s regulations and guidance, stating that their Black Friday offer aimed to provide consumers with discounted access to their services without pressuring them into making decisions
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