Mila Kunis cellulite cream ad banned

An ad for skincare brand Rodial featuring Mila Kunis in her underwear has been banned by the advertising regulator for “misleadingly” claiming consumers could achieve the actress’ body shape by using its body sculpture cream.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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