Rodial Mila Kunis

The e-mail ad claimed the formula could help customers achieve Mila Kunis’ “Esquire Look” and “streamline [their] bum, thighs and tummy”.

The ad sparked a complaint the brand had misleadingly implied Mila Kunis’ figure had resulted from using the cream and that it exaggerated the likely results of a customer using it

Rodial provided the Advertising Standards Authority with information onotwo of the active ingredients in the product which it believed substantiated its efficacy claims.

The ASA considered most consumers would understand the claim “streamline your bum, thighs and tummy with this A-list must have!” implied people who used the product would be able to reduce the appearance of cellulite and smooth their skin.

Rodial provided the regulator with product information on two of the active ingredients in the product which it believed substantiated its efficacy claims, but while the evidence made reference to trials on the cream to that effect, the trials themselves were not supplied.

The watchdog found the ad to be “misleading” because robust evidence was not presented to demonstrate the product benefits or that Mila Kunis had achieved the look featured in the photo as a result of using the cream.

It ruled that the ad must not be shown again.