Nivea ad slammed by ad watchdog

LONDON - A magazine ad promoting Nivea DNAge cell renewal day cream has been pulled by the Advertising Standards Authority.

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One person complained that the ad misleadingly implied that the cream’s benefits were permanent and that the product could regenerate the cells. The complainant also felt that the footnote stating: "126 women agreed" was deceptive as it did not specify the sample size on which it was based.

Beiersdorf, the owner of Nivea, said it did not believe consumers would consider the product to have a permanent effect on the skin. However, it agreed to amend the claim "face the future with firmer looking skin".

Beiersdorf confirmed that the footnote should have read "70 per cent of women agreed. Product in use by 126 women". It said the amended footnote would appear in future advertising.

The ASA considered that while the product name was unlikely to mislead, the headline claim together with the footnote breached the CAP Code in terms of truthfulness and so the ad must not appear again in its current form.