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'.
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