Eucerin Hyaluron-Filler Serum advert banned by ASA over misleading youthfulness claim
Updated
Updated · BBC.com · Apr 28
Eucerin Hyaluron-Filler Serum advert banned by ASA over misleading youthfulness claim
3 articles · Updated · BBC.com · Apr 28
The ASA banned Beiersdorf's £49 serum advert after a complaint about its 'five years younger' claim on a Balham tube station billboard.
The ASA found the supporting study involved only 160 people, lacked a control group, relied on self-reporting, and was conducted outside the UK climate.
Beiersdorf said the advert is no longer live and maintains its research meets industry standards, but experts urge more rigorous testing and consumer caution regarding bold cosmetic claims.
If users reported feeling younger, was the ASA right to ban the ad over its scientific method?
Will new regulations launching this summer finally curb misleading online beauty advertising?
As regulators use AI to scan millions of ads, is the era of exaggerated beauty claims ending?
With Eucerin and L'Oréal rebuked, who can consumers trust for skincare truth?
What separates valid clinical proof from the flawed data used to sell anti-aging creams?