A skin cream from the cosmetics company Estee Lauder, which claimed to make wrinkles disappear instantly, will no longer be advertised after watchdog ruled that the commercial were misleading.
According to Advertising Standards Authority (ASA), the research that the US-based company conducted on the product was seriously flawed, reports the Independent.
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The company had run an open non-blinded trial where all researchers and volunteers were aware of the intended effect of the research, instead of running a randomised controlled trial for the product that would have eliminated bias.
The ASA has banned the advertising, described the study as "inadequate to support claims of visible changes".
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Estee Lauder submitted a copy of a clinical test on 25 women with lines and wrinkles.
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Sun exposure has its benefits—it increases vitamin D levels in the body and prevents insomnia and depression but too much can trigger skin cancer, cataracts, wrinkles, sagging skin, and age spots.
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After taking expert advice on the clinical evidence, the ASA said: "We considered that a consumer evaluation study was not sufficient to support a claim for the reduction of wrinkles per se. We concluded that the clinical study and excerpts from the consumer evaluation study were not sufficient to substantiate the claim and therefore that Estée Lauder had not justified it."
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