ASA decides P&G’s Olay Regenerist ad is misleading

The Advertising Standards Authority (ASA) has banned a television advertisement for Procter & Gamble’s Olay Regenerist because it implies that the skin care brand could have a similar effect to cosmetic injections.

The ad, created by Saatchi & Saatchi, states: “If you’re not ready for cosmetic injections but want dramatically young-er skin, try Olay Regenerist.”

The watchdog says P&G’s claims that the product could lead to “dramatically” young-er looking skin or is equivalent to the effects of cosmetic injections can not be substantiated.

The ad also refers to a study, revealed at the World Congress of Dermatology, that shows “pentapeptides”, one of the cream’s ingredients, reduces the appearance of lines and wrinkles.

The ASA says there is no evidence to support the claim and by mentioning the WCD the ad misleadingly implies the claim is supported by the wider scientific community.

P&G says it is trying to attract women who are engaged in anti-ageing but did not want to go as far as cosmetic injections. However, it says future ads would feature on-screen text stating “results not equal to medical procedures” to ensure there is no ambiguity.

Separate complaints that the ad offensively implies cosmetic injections are a natural or inevitable next step for ageing women, were not upheld.

The ASA rules the ad must not appear again in its current form.

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