Beauty Pie LED mask ad banned over misleading anti-wrinkle claim
Summary
An advertisement for Beauty Pie's LED face mask was banned because it claimed to reduce wrinkles in four weeks without enough proof. The UK Advertising Standards Authority (ASA) said the company’s test was too small and didn’t prove the mask alone caused skin improvements.Key Facts
- Beauty Pie claimed its LED mask is "clinically proven to reduce wrinkles in four weeks."
- The ad appeared on the London Underground but was banned by the ASA for misleading claims.
- The product was tested on 28 people aged 30 to 65 over four weeks.
- The ASA said the sample size was too small and the testing did not include a placebo group.
- Testers also used an exfoliating product and hydrogel not included with the mask, making it unclear what caused the wrinkle changes.
- LED masks are becoming popular for home use but lack large, long-term clinical trials proving effectiveness.
- Beauty Pie sells the mask for £199 to members and £299 to non-members, cheaper than similar products.
- The ASA ordered Beauty Pie to stop making anti-wrinkle claims unless supported by strong evidence.
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