business
Face serum advert banned over 'five years younger' claim
Key takeaways
- Faarea Masud Business reporter ASAAn advert for a £49 face serum has been banned over misleading claims that it made users look up to five years younger.
- The advertising watchdog said it had concerns over the study's methodology and the self-reporting meant the results were subjective.
- Beiersdorf told the investigation it presented the claim as "up to" five years younger to reflect a genuine maximum rather than a typical result.
Faarea Masud Business reporter ASAAn advert for a £49 face serum has been banned over misleading claims that it made users look up to five years younger.
The billboard poster claimed the Eucerin Hyaluron-Filler Epigenetic Serum was "clinically proven" following a study of 160 people who used the product for four weeks before being asked how much younger they thought they looked.
The advertising watchdog said it had concerns over the study's methodology and the self-reporting meant the results were subjective.
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