Your browser is no longer supported

For the best possible experience using our website we recommend you upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Skin cream ad 'misled' viewers over cosmetic injection claims, says watchdog

  • Comment
The advertising watchdog has ruled a skin cream advert misled consumers by implying it was as effective as cosmetic injections.

The ASA upheld a complaint which challenged whether there was any scientific evidence that the pentapeptides in the Olay Regenerist cream would rejuvenate the skin.

The television advert claimed that the pentapeptides reduced the appearance of wrinkles and that this claim was supported by the scientific community.

A voice-over from beauty journalist Eve Cameron said: `Women who aren't ready for cosmetic injections constantly ask me to recommend a skin cream that really works.

'So I was excited when this study, revealed at the World Congress of Dermatology, showed that pentapeptides are effective in reducing the appearance of lines and wrinkles.'

Proctor and Gamble (Health and Beauty) argued it did not intend to imply a comparison with cosmetic injections and their claim for achieving `dramatically younger looking skin` was a reference to the product as a whole, and not to the pentapeptides alone.

But the ASA found the studies presented at the World Congress of Dermatology, which suggested the use of products containing pentapeptides led to the reduction of wrinkles, were 'inconsistent' and contained 'methodological gaps'.

  • Comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.