The Culture Driving Many Towards BBL

March 18, 2024

The Dangers of Unrestricted Practitioners, Misleading Advertising, Regulatory Responses & The work of the JCCP

In recent years, there has been a concerning trend emerging within our culture, particularly among young women, towards seeking Brazilian Butt Lifts (BBL) using filler injections. This surge in interest has prompted organisations and charities like the Joint Council for Cosmetic Practitioners(JCCP) strive towards licensing the non-surgical sector in England and to make the BBL and Breast Augmentation using filler a surgical only procedure. However, despite efforts to address safety concerns, with a rise in demand comes a host of dangers, the BBL continues to pose significant risk to those who undergo it, exacerbated by the lack of restrictions on practitioners, misleading advertising, and the downplaying of associated complications.

The rise of social media and celebrity influence has played a pivotal role in fuelling this phenomenon. Platforms like Instagram and TikTok inundate users with images of perfectly sculpted bodies, setting unrealistic standards of beauty. As a result, many young individuals feel immense pressure to conform to these ideals, often resorting to extreme measures such as a filler BBL to achieve their desired look.

The JCCP has been at the forefront driving change and recognising the need for stricter government enforceable regulations in the non-surgical aesthetic sector, the JCCP has been actively working towards licensing practitioners and premises to ensure that safe protocols are followed during procedures. By establishing standards for training, qualifications, and ethical practices, the JCCP aims to protect patients from the risks associated with non-surgical aesthetic interventions.

One of the primary concerns surrounding filler BBLs and filler breast augmentation is the high rate of complications associated with the procedure. When performed improperly, fillers that are incorrectly injected into the buttocks can lead to serious complications such as filler entering the bloodstream, causing a blockage that impedes good blood circulation to major organs, necrosis, (tissue death) disfigurement, sepsis and even death. The risk of infection which can lead to sepsis is higher for this procedure than with facial filler, and the trends we see in this regard is cause for particular concern. Further, the procedure is relatively new, and the volumes of filler required to achieve the desired results is a factor that currently poses an unknown risk. Despite these risks, the allure of attaining the perfect body continues to drive individuals towards undergoing BBLs and filler injections. It is crucial for members of society to address the underlying factors contributing to this culture of body dissatisfaction and to promote healthier attitudes towards self-image and acceptance. The JCCP is proud of their role in collaboration with The Mental health Foundation and The British Beauty Council in developing the mind over mirror online tool kit.

One of the most concerning aspects of these procedures is the lack of stringent regulations governing who can perform them. Unlike surgical interventions, which require extensive training and qualifications, BBL filler injections and filler breast augmentation can be administered by a wide range of practitioners, including those with minimal or no training and no insurance or experience. This lack of restriction exposes patients to unnecessary risks, as inexperienced practitioners may lack the necessary skills to safely perform these procedures, and to act in the event of a complication.

Furthermore, the advertising of filler BBL and breast augmentation procedures often downplays the risks involved, focusing instead on the perceived benefits and transformative results. Images of flawless bodies and promises of instant curves can lure individuals into undergoing these procedures without fully understanding the potential consequences and as a result not giving informed consent. This misleading advertising contributes toa culture of unrealistic beauty standards and places patients at risk of harm.

In response to these concerns, The Joint Council for Cosmetic Practitioners (JCCP) has been advocating for stricter regulations surrounding filler injections in general. The JCCP recognizes the need for filler BBL and breast augmentation procedures to be classified as surgical interventions. By seeking to elevate the status of filler BBL and breast filler augmentation to surgical procedures, the JCCP aims to protect patients from the dangers associated with inexperienced practitioners.

In conclusion, the dangers posed by filler BBLs, and breast filler augmentation injections remain significant and multifaceted encompassing issues such as unrestricted practitioners misleading advertising, and the downplaying of risks. It is imperative for individuals to prioritise their health and well-being over societal pressures and to seek alternative means of achieving self-confidence and body positivity. Efforts by organisations like the JCCP working more closely with regulatory bodies such as The Advertising Standards Authority (ASA), Medicines and Healthcare Regulatory Agency (MHRA), Care Quality Commission(CQC) Environmental Health Teams, Trading Standards etc, coupled with intelligence sharing and the actions of local authorities, imposing prohibition notices are crucial steps towards addressing these concerns and ensuring the safety of individuals seeking non-surgical aesthetic interventions. However, it is imperative to prioritise transparency, education, and ethical practices in the non-surgical aesthetic sector to protect the well-being ty of patients and deliver true patient safety and public protection.


The JCCP advise that if you are considering a BBL or breast augmentation procedure, you should visit a regulated healthcare professional at a CQC registered premises. If you have suffered harm from these or any other cosmetic procedures, we advise that you contact your local authority Environmental Health department. The JCCP are able to advise and assist with making these referrals.


Dawn Knight

Patient Trustee JCCP

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