ASA raps OK! over cosmetics promotion
LONDON - Two ads, which appeared as part of a cosmetics promotion by OK! magazine, made unsubstantiated claims, according to the Advertising Standards Authority.
OK!...cosmetics ad banned
Both claimed that users could "look years younger in an instant", and that the products would have a dramatic effect on the appearance of skin.
They were accompanied by five sets of "before and after" pictures, claiming to show the effects of the products - Eyesential and The Lift.
Two complaints were received, which challenged some of the claims in the ads and whether the photos were representative of the effects.
The ASA said: "Although the photographer and one model said the photographs had not been altered in any way, we considered that the 'before' photographs clearly showed different shadows and, therefore, lighting, than the 'after' photographs."
It said it had not seen robust scientific evidence to substantiate the challenged claims for both products.
It said the ads must not appear again in their current form.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Head of Engagement Planning (UK) BespokeHR £80,000 - £85,000, London (Central), London (Greater)
- Head of Marketing and Communications Alexandra Palace Trading £40,000 + bonus + benefits, London (Greater)
- Senior Account Manager Ice (London) Ltd Competitive Salary dependent on experience, Windsor, Berkshire
- Interim Head of Brand The Rank Group To attract the right person!, Maidenhead, Berkshire
- Online Trading Manager Premier Consultants c.£45k plus bonus , Central London
- Account Director - Integrated / [CARS] - Global Agency - to £55k pending experience Fill Recruitment to £55k plus superb benefits, London (Greater)