A billboard advertisement for a £49 face serum has been banned by the UK advertising watchdog for making misleading claims that the product could make users look up to five years younger.
The poster for Eucerin Hyaluron-Filler Epigenetic Serum stated it was "clinically proven" based on a study of 160 participants who used the product for four weeks and were then asked how much younger they perceived themselves to look.
The Advertising Standards Authority (ASA) criticized the study's methodology, noting the lack of a control group and the subjective nature of self-reported results. The regulator also highlighted that the serum was tested in a different climate from the UK, which could affect its efficacy.
Beiersdorf, the manufacturer, argued that the "up to five years" claim reflected the maximum result observed, not a typical outcome. However, the ASA found that three other pieces of evidence submitted were unpublished, and a peer-reviewed study on the active ingredient did not involve the specific serum in question.
The watchdog ruled the advert misleading and prohibited its appearance in the same form. Beiersdorf confirmed the billboard is no longer displayed in the UK and stated all cited studies comply with industry standards.
Marketing expert Lianne Sykes advised consumers to scrutinize beauty claims, emphasizing that proper skin analysis over time is necessary to substantiate such promises. She urged shoppers to question how skin quality is assessed, whether tests include all age groups, and how success is measured, noting that good skin often results from a combination of healthy habits rather than a single product.