From The Guardian: A TV ad in which Eve Cameron, the beauty director of She magazine, promotes the “pentapeptides” in Olay anti-ageing skin cream as “effective in reducing the appearance of lines and wrinkles” has been banned for being misleading.
In the commercial, created by ad agency Saatchi & Saatchi, Cameron promotes Procter & Gamble’s Olay Regenerist skin care cream. She cites a study presented at the World Congress of Dermatology that she claims showed that pentapeptides reduce the appearance of lines and wrinkles.
However, the Advertising Standards Authority, which received 46 complaints about the ad, ruled that viewers would be unfamiliar with the way scientific data was validated.
… “Although we acknowledged that, as a moisturising product, Regenerist was likely to temporarily reduce the appearance of lines and wrinkles, we considered that, to substantiate this type of claim the results from the studies should be ingredient specific, perceptible to the consumer and consistently in favour of that claim,” said the ASA.
“We concluded that P&G had not provided evidence sufficient to support the claim.”
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One down, hundreds more to go!
Karen, have you seen the 2006 Aust Skeptics conference footage of Rosemary Nixon talking about advertising and beauty products? I’ve been hoping that there is a transcript somewhere available of what she said – that’d be a useful resource!
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