Watchdog Criticizes L'Oreal

The UK's advertising watchdog has criticised L'Oreal for making "misleading" claims about its cellulite creams.

The watchdog upheld complaints about a TV advert which claimed L'Oreal's Perfect Slim cellulite cream had been "judged best anti-cellulite product in an independent study (based on an independent French consumer study)".
The advert had also claimed the cream "visibly reduces the appearance of cellulite (48 women tested; 71% agree)."
An ASA expert found that L'Oreal's consumer study was limited and was not scientifically evaluated.
The watchdog concluded viewers would think the product could eliminate or reduce cellulite but this was not backed up by evidence.
In its judgement, the ASA ruled: "Because the evidence produced was below the standard that would be expected to back up claims relating to physiological action, we did not believe it was sufficient to support the claim that the product could help banish cellulite."
Trials carried out by L'Oreal showed the average improvement was NOT noticeable to the user, and that half of those using the product had not registered the improvement claimed, the ASA said.
It ruled that the Perfect Slim commercial must not be shown again without "sufficient evidence" to back up its claims.
But L'Oreal said both commercials had been approved by the Broadcast Advertising Clearance Centre on the basis of the "technical substantiation of the product benefits".
It added in a statement: "Both L'Oreal Paris Wrinkle-De-Crease and Perfect Slim have been very popular with customers, demonstrated not just by their overall sales, but also the repeat purchases.
"In addition, research that was presented to the ASA shows a high rate of satisfaction for both products: 84% for Perfect Slim.
"Although we disagree with the elements of the complaint that were upheld, L'Oreal will comply with the ruling of the Advertising Standards Authority and adapt future advertisements accordingly."