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.