UK Government announces new rules for liquid BBLs and other ‘high-risk’ procedures in ‘cosmetic cowboy’ crackdown

A major shakeup of the cosmetic treatment industry has been announced, with ministers promising tougher restrictions to protect people

The UK Government has announced a crackdown on ‘cosmetic cowboys’ carrying out ‘high-risk’ procedures including liquid Brazilian butt lifts (BBLs) and potentially risking people’s lives.

The new rules have been launched to help people seeking out such treatments know they are safe hands, ministers have said.

Liquid BBLs involve injecting dermal fillers, often in large volumes, into the buttocks to enhance the size and shape.

However, like any such procedure it isn’t risk free, and campaigners have been calling for tighter regulations.

Today (21 October), the UK Government has announced new rules that mean any treatment that involves injecting dermal fillers anywhere other than the face, such as BBLs, are legally defined as cosmetic surgical procedures and will only be able to be carried out by qualified medics.

Other procedures that are deemed to be high-risk, including deep chemical peels and vampire facials, which uses microneedling to inject platelets drawn from a patient’s own blood back into the face, will be restricted to doctors, dentists, some nurses, midwives and pharmacists.

Those found breaking the rules could be hit with an unlimited fine or a fixed penalty of up to £4,000.

Health minister Karin Smyth said: “If you’re planning to undergo a major cosmetic procedure, you deserve to know you’re in safe hands – not risking your life with a rogue operator.

“These changes mean that only properly trained professionals can carry out the most serious, high-risk procedures, and that young people will be shielded from treatments that can go badly wrong.

“We want to drive cosmetic cowboys out of the market and raise standards across the board, giving reputable businesses a fair chance to thrive by helping people identify safe, qualified providers they can trust.”

The new plans follow the death of Alice Webb, a 33-year-old mother of five who died after having a liquid BBL performed in a salon in Gloucester in 2024.

The same year, Sasha Dean, from Bedfordshire, ended up in a coma after undergoing the same procedure, the BBC reports.

The outlet also reports that there have been several horror stories about BBLs being carried out in garden sheds, hotel rooms, and even a public toilet.

Ashton Collins, co-founder of Save Face, the register for safe medical aesthetic practitioners, has been campaigning for tougher rules since 2023.

She said: “For too long, non-healthcare practitioners have exploited a regulatory loophole to carry out high-risk procedures, including liquid BBLs and facelifts, on members of the public.

“This has led to serious and life-threatening complications, including the death of Alice Webb, and victims have been left without justice.

“This consultation gives the public, practitioners, and experts the chance to help shape the final framework. We urge everyone to respond, and we look forward to the legislation being brought before Parliament so that it can be enacted as soon as possible to prevent further harm.”

The Government will launch a consultation asking for input from doctors, regulators and businesses to draw up the draft regulations, before putting them through the parliamentary process in the spring.

Claire is a journalist at LADbible who, after dossing around for a few years, went to Liverpool John Moores University. She graduated with a degree in Journalism and a whole load of debt. When not writing words in exchange for money she is usually at home watching serial killer documentaries surrounded by cats. You can contact Claire at [email protected]

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