"The billboard poster claimed the Eucerin Hyaluron-Filler Epigenetic Serum was 'clinically proven' following a study of 160 people who used the product for four weeks before being asked how much younger they thought they looked."
"The ASA report said: 'We had concerns about the study's methodology, including that there was no control group, nor was there information about how participants were recruited.'"
"Beiersdorf told the investigation it presented the claim as 'up to' five years younger to reflect a genuine maximum rather than a typical result."
"The advert was deemed misleading and cannot appear in the same form again. Beiersdorf said the billboard was no longer live in the UK."
The ASA banned an advert for Eucerin Hyaluron-Filler Epigenetic Serum due to misleading claims of making users look up to five years younger. The claim was based on a study of 160 participants who self-reported their perceived age after four weeks. Concerns were raised about the study's methodology, including the lack of a control group and the climate differences affecting results. Beiersdorf defended the claim as a maximum potential outcome, but the ASA found the evidence insufficient and misleading.
Read at www.bbc.com
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