A series of advertisements for Brazilian Butt Lifts (BBL) on social media platforms such as Instagram and Facebook were recently banned by the UK Advertising Standards Authority (ASA). These ads were found to be misleading and irresponsible, often downplaying serious health risks and pressuring consumers with limited-time offers.
The move highlights growing concerns about how cosmetic surgery is marketed online and the safety of BBL procedures. But BBLs aren’t the only cosmetic procedures being scrutinized.
Liposuction has high rate of postoperative complicationseven non-surgical procedures like lip fillers and liquid BBLs have raised health concerns among experts.
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According to recent data from the British Association of Aesthetic Plastic Surgeons (BAAPS), 27,462 cosmetic procedures were carried out in 2024 – a 5% increase from 2023. More than nine in ten (93.5%) of these procedures were performed on women.
Body contouring – including liposuction, tummy tucks and thigh lifts – are the most popular procedures, while facial rejuvenation procedures, particularly face and neck lifts, brow lifts and blepharoplasty have grown in popularity since 2023.
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Risk factors
Many of these popular procedures are also among the most dangerous. Body contouring surgeries such as liposuction, tummy tucks and fat grafting, for example, are major procedures that usually take hours and involve general anesthesia.
And the aesthetic results are not always as expected. Fat removal can sometimes lead to uneven body contours, lumps or skin irregularities, which can worsen as the body continues to age.
All surgeries carry risks, but complications from cosmetic procedures it is often downplayed or misunderstood. These risks can manifest immediately after surgery or even weeks later, ranging from minor issues such as infection and scars in life-threatening conditions such as blood clots or organ failure.
One of the most dangerous risk is pulmonary embolismwhich occurs when a blood clot travels to the lungs. In the U.Sapproximately 18,000 cases of venous thromboembolism (VTE) occur annually in plastic surgery patients, with approximately 10% resulting in death within just one hour of the onset of symptoms.
This already serious threat has become even more pressing in the post-COVID era, as VTE cases are on the rise. COVID is known increase the body’s tendency to form blood clots – even in people with mild or no symptoms.
These lingering effects can persist for weeks or months and, when combined with common surgical risks such as immobility, tissue trauma, and inflammation, significantly increase the likelihood of a life-threatening event such as pulmonary embolism. As a result, people undergoing plastic surgery today may face higher basis risk compared to before the pandemic.
Fat embolism is another potentially fatal complicationoften associated with processes such as liposuction or BBLs. This happens when fat particles enter the bloodstream and travel to vital organs, leading to serious medical emergencies.
Read more: Brazilian butt lifts are the deadliest of all cosmetic procedures – risks explained
After surgery, some patients may wake up disoriented, confused, or with lingering neurological symptoms – signs of a serious medical emergency. Fat embolism can have immediate, life-threatening effects and, in severe cases, can cause permanent brain damage, organ failure, or sudden death.
Procedures such as rhinoplasty (nose reshaping) or breast augmentation may come with related high rates of dissatisfaction. Implants, in particularcan cause problems such as rupture, deflation, capsular contracture (hardening around the implant) or asymmetry. There is also some concern for a rare form of cancer – Breast implant-associated anaplastic large cell lymphoma (BIA-ALCL) – associated with certain types of implants.
Even if the surgery does not result in serious complications, many patients still leave unsatisfied. A common issue is that procedures do not take into account how the body continues to age. A facelift or tummy tuck may look perfect at first, but the natural aging process can quickly undo or distort these results.
The problem is that many cosmetic procedures they fail to account about the inevitable changes our bodies undergo with age. Our bodies change over time – skin loses elasticity, fat distribution changes and trends evolve. What seems like a good decision in your 20s may look very different in your 40s.
Non-surgical treatments
One of the the most troubling issues in the cosmetics industry is the lack of consistent regulation. This is especially true for non-surgical treatments, where injectables can be administered by anyone from trained doctors to self-taught beauty agents. Cosmetic tourism adds another layer of complexity. Many people travel abroad for cheaper procedures, only to face complications once they return home – with limited recourse or support.
Non-surgical treatments such as dermal fillers and botox have been done increasingly popular due to fast results and minimal downtime. However, it is not without risk.
Read more: The hidden health risks of lip fillers
Modern fillers such as hyaluronic acid are generally safer than older materials such as silicone. They are less likely to cause problems like granulomas – as long as they don’t become infected – and can even be reversed if needed. However, when an incorrect injection was madeespecially in a blood vessel, fillers can cause serious complications such as tissue death, permanent scarring or even blindness.
Botox injections they also carry risks, including muscle paralysis, nerve damage and uneven facial results – particularly when performed by unqualified professionals.
Before undergoing any cosmetic procedure – whether surgical or non-surgical – it is essential to research a qualified practitioner, understand the risks and set realistic expectations.
Aesthetic surgery it can be empowering for many people, helping them feel more confident in their skin. But the decision to permanently change your appearance should never be taken lightly. Behind the glamorous and glossy Instagram stories lies a more serious picture – one where the risks are real and the consequences sometimes irreversible.
