ASA accepts ‘safer’ Ambre Solaire line

The ASA has allowed L’Oréal brand Ambre Solaire to continue using the strapline "no one makes the sun safer", despite complaints about the effectiveness of its products from retailer Boots, which stocks the product.

Boots objected to Publicis-created television and magazine ads for Ambre Solaire’s Clear Protect and Kids SPF 50 products, claiming that scientific studies show that the creams are not as effective as Boots’ own range.

Boots, which conducts tests on creams and awards stars for their effectiveness, complained that the advertised products had been awarded fewer stars than its own Soltan range.

Ambre Solaire countered by questioning the criteria used for awarding the stars and claims that no other brand has "done more" to promote sun safety than Ambre Solaire.

The ASA has decided that the Ambre Solaire strapline is neither misleading nor untruthful.

The ASA is investigating complaints about ads for an Italian would-be pop star and former stripper, Lorenz. The billboard posters show him in the nude with the Web address of a food supplement manufacturer covering his modesty. The complainants say the ad is offensive and inappropriate for public display as children could see it.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here