Face serum advert banned over 'five years younger' claim
Summary
An advert for a £49 face serum claiming it could make users look up to five years younger has been banned for being misleading. The UK advertising watchdog found problems with the study used to back the claim and said the advert cannot be shown in the same way again.Key Facts
- The serum is called Eucerin Hyaluron-Filler Epigenetic Serum and cost £49.
- The advert claimed the product was "clinically proven" to make users look up to five years younger after four weeks of use.
- The Advertising Standards Authority (ASA) received one complaint about the advert shown at Balham tube station in London.
- The ASA criticized the study for lacking a control group, unclear participant recruitment, and reliance on self-reported results.
- The serum was tested in a climate different from the UK, which may affect the results.
- Other evidence provided by the company, Beiersdorf, was unpublished research or did not include the actual serum used in the advert.
- The advert has been removed in the UK and cannot be used again in its current form.
- Experts say that good skin results usually come from multiple good habits, not just one product.
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