Advertising Guide

Advertising watchdog slams Nivea over misleading DNAge ad

The Advertising Standards Authority of UK rapped the German company Beiersdorf for airing television advertisement for Nivea’s DNAge for being misleading. The advertisement claimed that the face cream in the question increased cell renewal. Challenging this claim the ASA had received complaints from people against the advertisement. On the direction of the ASA, tests were conduct to authenticate the claim of the firm, but the result was not favorable for the cosmetic firm.

Despite the fact that there was evidence that the turnover of the surface layers of the skin was improved, there was no indication that the skin renewal cycle was improved. The watchdog said that tests on the face cream had been conducted on the arm, upper arm or forearm, which was not a good model for facial skin. The ASA said in its ruling, ‘Because the evidence provided by Beiersdorf did not support the ‘cell renewal’ claim we concluded it was misleading.’ According the ruling the advertisement held that the advertisement breached rules on misleading statements, evidence and implications.


Dr Prem Jagyasi and Team (C)

Dr Prem is an award winning strategic leader, renowned author, publisher and highly acclaimed global speaker. Aside from publishing a bevy of life improvement guides, Dr Prem runs a network of 50 niche websites that attracts millions of readers across the globe. Thus far, Dr Prem has traveled to more than 40 countries, addressed numerous international conferences and offered his expert training and consultancy services to more than 150 international organizations. He also owns and leads a web services and technology business, supervised and managed by his eminent team. Dr Prem further takes great delight in travel photography.

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