What this report covers
This Enforcement Report examines irresponsible claims in paid ads for non-surgical liquid Brazilian Butt Lifts (BBL) captured through our AI-based Active Ad Monitoring system.
Between April and December 2025, CAP monitored paid ads for these procedures on Meta to assess whether they complied with the CAP Code’s social responsibility rules.
Key findings
- We captured 928 unique paid ads for non-surgical liquid BBL procedures on Meta between April and December 2025.
- As of December 2025, only 11.5% of ads assessed complied with the CAP Code’s social responsibility rules.
- Common issues included time-limited offers, claims that downplayed medical risks, and ads that exploited body image insecurities.
Compliance action taken
We contacted advertisers responsible for non-compliant ads and instructed them to remove or amend problematic claims.
Where advertisers did not respond, they were referred to Meta for enforcement.
CAP Enforcement Reports
CAP Enforcement Reports explain the actions CAP takes to address non-compliance in specific sectors. They also show how these actions affect overall compliance rates.
These reports use insights from our AI-based Active Ad Monitoring system (AAMs) to track ads in certain sectors.