ASA Rejects Clinically Proven Anti-Ageing Claims Due Lack of Evidence

On May 13, 2026, the Advertising Standards Authority (ASA) upheld a ruling against a skincare brand for making misleading, exaggerated efficacy claims. The advertisement promoted an anti-ageing treatment with promises of visible skin lifting and tightening. Because the brand used terms like "clinically proven" and implied a cumulative lifting effect, the ASA expected a high standard of robust clinical evidence to justify the claims. However, the brand's submitted research fell short. The primary clinical study only contained 30 participants and lacked a placebo or control group. Furthermore, its assessment of the product's lifting performance relied heavily on subjective clinical grading scales rather than objective data. Objective metrics within the test failed to prove the level of performance the advertisement suggested. Consumer self-assessment surveys were also dismissed due to their subjective nature and absence of controls. Concluding that the advertising lacked proper substantiation and misled consumers, the ASA banned the advertisement in its current form. The CTPA reminded cosmetic companies to consult public resources, like the CTPA Guide to Advertising Claims, for compliant study designs.