ASA raps L’Oréal over misleading skin care TV ads

L’Oréal is once again under the spotlight for its “cellulite-reduction” product PerfectSlim as well as its Wrinkle De-crease cream.

L’Oréal is once again under the spotlight for its “cellulite-reduction” product PerfectSlim as well as its Wrinkle De-crease cream.

The Advertising Standards Authority has upheld a complaint that the television advertisement for PerfectSlim, created by McCann Erickson, overstated what the product could actually achieve.

The ASA says that the statement “judged best anti-cellulite product in an independent study (based on an independent French consumer study)” could be misinterpreted as a claim that the product would help stop cellulite. The ASA also says that the survey on which the claim was based was not scientifically evaluated.

It also rules that there is insufficient evidence to support the claim “visibly reduces the appearance of cellulite (48 women tested; 71 per cent agree)” and that it is therefore misleading. The ASA says the TV execution cannot be shown again unless there is sufficient evidence to back up the claims.

Last year, L’Oréal was advised to consult the Committee of Advertising Practice (CAP) copy advice team about devising a new ad campaign for PerfectSlim (MW June 23, 2004).

L’Oréal’s Wrinkle De-crease has also been rapped for making claims that it cannot support. The ASA said the complaint about the claim that “76 per cent (of 50 women’s self-evaluation after three weeks) reported visible reduction on expression lines” is misleading.

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