Adverts from six companies selling liquid Brazilian butt lifts (BBLs) have been banned in the UK for trivialising the risks and exploiting women's insecurities around body image.

All of them appeared on Facebook or Instagram and used time-limited deals to "irresponsibly pressurise" customers into booking, says the Advertising Standards Authority (ASA).

One ad, for example, tried to entice customers with an "exclusive opportunity" to get a "perfect peachy look".

Liquid BBLs involve injecting filler into the buttocks to lift them and make them look bigger or rounded.

The ASA says because of the risks involved, cosmetic surgery should be portrayed as a decision that needs time and thought, rather than urgency to book quickly and grab a deal.

Clinics must be socially responsible and should not trivialise procedures or play on consumers' insecurities, it says.

One ad said: "Get the curves and contours you've always wanted with our safe and effective body filler treatments. Feel confident every step of the way! Safe, proven, and beautifully natural results."

Another claimed a 0% infection rate at its sterile clinic, with minimal pain.

The ASA says liquid BBLs would carry some level of risk to the patient, such as infections.

It adds: "Marketers must not suggest that happiness or wellbeing depends on conforming to a particular body shape or physical appearance."

The advertising watchdog says it has been using AI to proactively search for online ads that might break the rules.

Three of the clinics ? Beautyjenics, Bomb Doll Aesthetics and Ccskinlondondubai ? did not respond to the ASA's inquiries.

Rejuvenate Clinics said it has reviewed ASA guidance and will remove all references to time-limited offers and state in ads that the surgery is carried out by a medical professional with ultrasound, to minimise risks and enhance safety.

EME Aesthetics said all its clients are given a full consultation and are under no obligation to book any procedures, and it therefore considers that its ad had not pressured consumers or trivialised the risks of cosmetic procedures.

Dr Ducu said it will ensure it follows the ASA's rules and guidance, that the time-limited Black Friday offer was intended to provide consumers with an opportunity to access the company's services at a discounted rate, and it always encourages consumers to make informed decisions without pressure. (BBC, but headline rejigged)

Update news