ASA Bans Beauty Pie’s £199 LED Mask Ad Over 4-Week Wrinkle Claim
Updated
Updated · BBC.com · Jun 9
ASA Bans Beauty Pie’s £199 LED Mask Ad Over 4-Week Wrinkle Claim
3 articles · Updated · BBC.com · Jun 9
Summary
Beauty Pie’s London Underground ad was banned after the ASA ruled its claim that the LED mask was “clinically proven to reduce wrinkles in four weeks” was misleading.
A 28-person, four-week test did not meet the watchdog’s standard for robust evidence because it lacked a placebo group and used a relatively small sample.
The ASA also said participants used an exfoliating product and hydrogel not sold with the mask, so any improvement in fine lines could not be attributed to the device alone.
Beauty Pie said 92% of testers reported less visible fine lines and argued samples of 20 to 25 are accepted by other regulators, but the ASA rejected that evidence and barred repeat claims without stronger proof.
The ruling lands as at-home LED devices gain traction beyond clinical uses such as acne and psoriasis, with the global LED market projected to reach £600 million by 2032.