The non-surgical Brazilian Butt Lift (liquid BBL) is growing in popularity, but advertisers need to inject some care. We’re providing a guide to avoid the pitfalls of advertising liquid BBLs following six key ASA rulings involving ads that used time-limited offers, downplayed risks or played on body image concerns. If you're advertising liquid BBLs, make sure you're not crossing the line.
What is a Liquid BBL?
A liquid BBL (Brazilian Butt Lift) involves the injection of dermal filler into the bottom to enhance volume and shape. Although it’s not considered to be as invasive as a surgical BBL which uses grafted fat for the procedure, the Joint Council for Cosmetic Procedures do consider the liquid BBL to be a surgical procedure, which carries a level of risk (See JCCP Guidance on Buttock Augmentation for more details).
Downplaying the risks could hit a bum note
Because liquid BBLs carry some level of risk, as with all cosmetic procedures, it is important that marketers do not trivialise such procedures or irresponsibly imply they are “safe” or “easy” (See CAP Guidance on Cosmetic Interventions: Social Responsibility for more information). The ASA recently ruled that an ad for EME Aesthetics & Beauty Academy Ltd focused too heavily on the money savings and aesthetic benefits of the liquid BBL procedure. Claims in the ad such as “0% INFECTION RATE”, “STERILE CLINIC” and “MINIMAL PAIN” also created the impression that there were minimal medical risks or pain involved in the procedures and should be avoided in advertising.
Inject care into promotions
Although it’s not necessarily irresponsible to offer promotions for liquid BBL procedures, marketers need to take particular care when administering them because cosmetic surgery should be portrayed as a decision that requires time and thought from consumers.
The ASA recently ruled against ads for Bomb Doll Aesthetics and Rejuvenate Academy Ltd, which both offered discounts on liquid BBLs as part of a Black Friday promotion. The ASA considered that the time-limited nature of Black Friday offers were likely to lead consumers to think they would miss out on the price saving if they did not book quickly, and created a sense of undue urgency to book a cosmetic procedure.
Butt wait there’s more… avoid playing on insecurities
Marketers of liquid BBLs should not play on consumers’ insecurities and suggest that their happiness or wellbeing depends on conforming to a particular body shape or physical appearance.
An ad for CCskinlondondubai featuring the claims “get the curves and contours you’ve always wanted” and “feel confident every step of the way” was deemed unacceptable by the ASA because it exploited women’s insecurities around body image and linked confidence directly to the liquid BBL procedure.
Remember our Copy Advice team are on hand for advice on your campaigns.
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