ASA rules against Procter & Gamble Olay Regenerist ad

LONDON - A TV ad for Procter & Gamble's Olay Regenerist skin care cream has breached advertising codes after the Advertising Standards Authority ruled that it implied that it was an alternative to cosmetic injections, which was not substantiated.

ASA rules against Procter & Gamble Olay Regenerist ad

The ad, created by Saatchi & Saatchi, was also deemed to have been misleading in claiming that ‘pentapeptides are effective at reducing the appearance of lines and wrinkles' and that it unfairly claimed that the mention of a paper presented at the World Congress of Dematology misleadingly implied that the findings of that paper were supported by the scientific community.

It drew 45 complaints, including one from a doctor, and the ASA ruled that it must not be transmitted again in its current form.

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