Shampoo advert banned over 'stronger hair' claim

A shampoo ad which claimed the product could make hair "up to 10 times stronger" should be banned for being misleading, the Advertising Standards Authority said.

A shampoo ad which claimed the product could make hair "up to 10 times stronger" should be banned for being misleading, the Advertising Standards Authority said.

The industry watchdog upheld five complaints against the television ad for Pantene Pro-V shampoo and conditioner, and agreed with two viewers who found it misleading and its use of scientific jargon inappropriate.

According to the ad, the products contains "our first ever formula to help replenish key aminos" and makes hair "up to 10 times stronger so it springs back to life".

But a scientific expert consulted by the ASA did not agree that the shampoo could "replenish" amino acids.

The watchdog also challenged the ad's assertion that amino acids in the product were "key".

The expert found the two amino acids most often lost from human hair were not present in the shampoo.

The ASA said viewers could be "misled" into thinking the amino acids in the product meant it would improve hair strength more than any other shampoo and conditioner.

In a statement, Proctor & Gamble said the company was "surprised and disappointed" by the ASA's decision.

"The advertisement in question was pre-cleared prior to transmission and we felt we had demonstrated convincing support for the claims it made," the statement said.