Watchdog finds flaws in anti-wrinkle cream ads
The cosmetics company Estée Lauder was not justified in claims it made about one of its anti-wrinkle skin creams because research carried out on the product was seriously flawed, according to the Advertising Standards Authority (ASA).
The US-based Estée Lauder had failed to follow scientific norms when it tested Tri-Aktiline Instant Deep Wrinkle Filler, ruled the ASA. Instead of running a randomised controlled trial for the product that would have eliminated bias, the company had run an open non-blinded trial where all researchers and volunteers were aware of the intended effect of the research.
The ASA described the study as "inadequate to support claims of visible changes" and banned the advertising. Estée Lauder had claimed two studies showed that the skin cream reduced wrinkles. In the ad, it stated: "Immediately: 68 per cent of subjects reported a visible filling of wrinkles."
Estée Lauder submitted a copy of a clinical test on 25 women with lines and wrinkles. It also said it conducted a consumer evaluation study with 50 participants on the final formula but it failed to submit a full copy of that second trial to the ASA. After taking expert advice on the clinical evidence, the ASA said: "We considered that a consumer evaluation study was not sufficient to support a claim for the reduction of wrinkles per se. We concluded that the clinical study and excerpts from the consumer evaluation study were not sufficient to substantiate the claim and therefore that Estée Lauder had not justified it."
Rihanna 'nude photos' claims emerge on 4Chan as hacking scandal continues
Kim Kardashian 'nude photos' leaked on 4chan weeks after Jennifer Lawrence scandal
Scotland could still declare independence – even without referendum, says Alex Salmond
Jennifer Lawrence leaked 4Chan sex video branded 'fake' by forum users
Hitler’s former food taster reveals the horrors of the Wolf’s Lair
- 1 Rihanna 'nude photos' claims emerge on 4Chan as hacking scandal continues
- 2 Hilary Mantel 'should be investigated by police' over Margaret Thatcher assassination story, says Lord Bell
- 4 Kim Kardashian 'nude photos' leaked on 4chan weeks after Jennifer Lawrence scandal
- 5 Scotland could still declare independence – even without referendum, says Alex Salmond
£25 - 30k (DOE) + Bonus & Benefits: Guru Careers: We are looking for an Accoun...
£25k Basic (DOE) – (£30k year 1 OTE) : Guru Careers: We are seeking a bright A...
£15-20k (DOE) + Benefits / Bonus: Guru Careers: We are seeking a bright R...
£25 - 40k (DOE) + Excellent Benefits: Guru Careers: We are seeking a Web Desig...