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.